Department of Business Administration
Course Title: Fundamentals of Marketing
Course Code: MKT 201
Pre-requisite Courses: Introduction to Business
Credit Hours: Three (3)
Semester: Fourth (4)
Degree: BBA Program
Course Description:
This course helps you develop a real and practical understanding of the basics of
marketing, both as a management tool and as a force in our society. Through an
exploration of basic concepts, principles and activities in modern marketing, you will
learn to develop and bring to the market products (goods or services) that create value for
customers. The course presents marketing within the integrating framework of the
marketing management process with a focus on analyzing market opportunities, selecting
target markets, designing the marketing mix and managing the marketing effort.
Course Objectives:
This is an introductory course in marketing that focuses on the application of marketing
concepts and strategies. It has been designed keeping the following objectives in mind:
1. To enable the students to understand how well thought out and carefully
implemented marketing strategies can help businesses succeed in a competitive
environment.
2. To understand the marketing process from the point of view of both the
consumer and the firm
3. To have a basic but complete understanding of the real world of marketing, as
well as the ability to assess a marketing strategy for a product or service from
both organizational and societal viewpoints.
4. To provide the foundations for more advanced courses and work experience
guidelines to establish relations between academic research and business
development. (For students majoring in marketing)
5. To will help you understand how marketing impacts your functional area and at a
more personal level, this course will help you become a “better” and more
“responsible” consumer (For students majoring in other disciplines).
6. To build an understanding of basic marketing theories and practices that will
enable the students to make more informed purchasing decisions.
Learning Outcomes (LOs)
The combination of readings, lectures, case studies, assignments, and other academic
tools used throughout the course is geared toward helping you to
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LO Categories After completing this course a student will be able: IU Graduate Qualities
Knowledge LOs LO1: To identify the overall process of marketing ♦ Deep discipline knowledge
LO2: Evaluate the contemporary approaches to Strategy ♦ Decision Making skills
LO3: To recognize the importance of marketing in the ♦ Professional Skills
competitive world
Comprehension LOs LO5: examine the factors influencing the consumer
behaviour for better application of ♦ Deep discipline knowledge
LO5: examine the factors influencing the consumer ♦Intercultural and ethical
behaviour for better application of competency
L04: Critical thinking and problem solving ♦Problem solving
LO5:To examine the factors influencing the business ♦Critical thinking
behavior for better application of marketing tools
Application LOs LO6: apply variety of marketing tools for successful ♦ Critical thinking and decision
marketing plan to discuss and apply segmentation and making skills.
targeting strategies ♦Problem solving.
Analysis LOs LO7: to analyze the marketing mix and product line ♦ Critical thinking
decisions ,promotional mix and distribution mix decisions. ♦ Professional excellence
♦ Managerial skills
♦ Ethical decision making
Synthesis LOs LO8: to formulate and present effective research report ♦ Communication and
LO9: to create their own thoughts and ideas by applying Interpersonal skills
prior knowledge and skills. ♦ Writing skills
♦ Creative thinking
Evaluation LOs LO10: the implications of the various marketing tools and ♦ Decision making skills and
practices. creative thinking
♦ Teamwork and communication
skills
Teaching Methodology:
Teaching at Iqra University is learner oriented. Students are involved in lectures, assigned
readings, reference readings, exercises, case studies, presentations, and class discussions.
In the same way, grading tends to focus on the students’ overall performance and
participation in the classroom activities.
Code of Conduct:
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Students have to follow the rules stated below to avoid a failing grade in the course:
Mobile Phones: Please turn off all cell phones prior to entering the classroom.
Attendance: Understand and follow the University policy regarding attendance.
Responsibility: It is the student’s responsibility to be aware of all handouts, assignments,
due dates and announcements given in class. Submit your homework on the due date
before the class begins. Do the assigned readings for a class before coming to the class.
Maintain a disciplined, cordial, and respectful attitude towards the teacher and
your fellow students.
Do not plagiarize from books, journals, or the internet.
Do not cheat (make someone else do your work or present work for some other
course as work for this course).
The teacher’s decisions about marks and grade will be final.
Late Policy: Arrive in and leave the classroom strictly on time. Late arrival will be
marked as absence. If you leave the classroom in the middle of a session even for a short
while, you will be marked absent. All students are expected to take exams when
scheduled and hand in assignments on the due date. Makeup exams will not be given and
late assignments will not be accepted except in cases of a documented emergency.
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Course Contents
Week Topics to be covered Learning IU Graduate Methods of
Qualities
Outcomes Assessment
1. Introduction to Marketing
2. Marketing: Creating and capturing Customer Value ♦Deep discipline Assignment
knowledge 1
Introduction to Marketing and the marketing LO1
process
Understanding the Marketplace and Customer LO2
Creating and Capturing Customer Value
Company and marketing strategy: Partnering to
build customer relationships
The Changing Marketing Landscape
3. Analyzing the marketing environment
♦ Deep discipline
The Microenvironment LO3 Assignment
knowledge
The Macro environment
LO4 ♦ Decision Making 2
Responding to the Marketing Environment
skills
♦ Professional
Skills
4. Consumer Markets and Consumer Buyer Behavior ♦ Deep discipline Reading
Model of Consumer Behavior knowledge
Assignment
Characteristics Affecting Consumer Behavior ♦Intercultural and
The Buyer Decision Process ethical
LO5 competency
♦Problem solving
♦Critical thinking
5. Business Markets and Business Buyer Behavior ♦ Critical thinking Quiz 1
LO3 ♦ Decision making
Business Markets
LO6 skills.
Business Buyer Behavior
♦Problem solving.
Institutional and Government Markets
6. Customer-Driven Marketing Strategy: Creating LO7 ♦ Critical thinking Class
Value for Target Customers ♦ Professional
Activity
Market Segmentation excellence
Segmenting Consumer Markets and Business ♦ Managerial skills
markets ♦ Ethical decision
Market Targeting making
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Differentiation and Positioning
7. Products, Services, and Brands: Building Customer ♦ Critical thinking
Value ♦ Professional
Products, Services, and Experiences excellence
Product and Service Decisions LO7 ♦ Managerial skills Assignment
Services Marketing ♦ Ethical decision
3
making
8. MID-TERM EXAMINATION
9. New Product Development and Product Life- Class
Cycle Strategies ♦ Deep discipline
Activity
New-Product Development Strategy knowledge
The New-Product Development Process LO4 ♦Intercultural and
Managing New-Product Development ethical
Additional Product and Service Considerations competency
♦Problem solving
♦Critical thinking
10. Pricing: Understanding and Capturing ♦ Decision Quiz 02
Customer Value
making skills
Defining Price &Major Pricing Strategies LO3
Internal and External Considerations Affecting ♦ Communication
Price LO8 and Interpersonal
Decisions skills
11. Pricing Strategies ♦Communication
New-Product Pricing Strategies
LO8 and Assignment
Product Mix Pricing Strategies
Price Adjustment Strategies LO10 interpersonalskills 4
Price Changes
12. Marketing Channels: Delivering Customer Value ♦ Technical skills
Supply Chains and the Value Delivery Network
♦ Tolerance for Quiz 03
Channel Behavior and Organization
Channel Design and management Decisions diversity
LO8
♦Creative thinking
LO10
♦Decision making
skills
13. Advertising and Public Relations, Personal Selling LO3 ♦ Communication
and Sales Promotion and Interpersonal
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Advertising skills Class
LO8
Public Relations
Activity
Personal Selling
14. PROJECT PRESENTATION SESSION ♦ Writing skills
♦ Communication
LO9 and Interpersonal
LO10 skills Research
LO11 ♦ Managerial project
skills Presentation
♦Team work
15. PROJECT PRESENTATION SESSION ♦ Writing skills Research
♦ Communication project
LO9 and Interpersonal Presentation
LO10 skills
LO11 ♦ Managerial
skills
♦Team work
16. FINAL EXAMINATION
Rescheduling of Class:
The teachers at Iqra University are very particular about taking their classes, but in case
of an emergency, an alternate teacher may conduct the class. Students are informed
through SMS in case of rescheduling of a class.
Grading Policy:
‘A’ Grade: 88 and above
‘B+’ Grade: 81-87
‘B’ Grade: 74-80
‘C+’ Grade: 67-73
‘C’ Grade: 60-66
‘F’ Grade: Below 60
Marks Distribution of 100%:
Quizzes(n-1) ______10_____
Assignments/Case Studies: ______15_____
Project/Project presentations: ______10_____
Mid-term ______25_____
Final Exam ______40_____
Total 100____
Recommended Reading(s):
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1. PRINCIPLES OF MARKETING Latest Edition Philip Kotler and Gary
Armstrong Philip Kotler & Gary Armstrong(14th Edition).
2. In addition the teacher may prescribe any additional reading material.
Reference books:
1. Marketing, 3rd edition (4 th edition ) by Dhruv Grewal and Michael Levy.
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