University of Management and Technology

Course Outline
Principles of Marketing (MK 210)
Fall 2021
Instructor Aysha Qayyum
Office No. Old TKS Hal, 2nd Floor (North), Main Building.
Office Hours Monday to Friday, Displayed on office wall.
Email [email protected]
Telephone 3370
Course URL (If any)

COURSE BASICS
Credit Hours Three (3)
LECTURES Lectures per week Two (2) Duration 90 minutes each
Venue 1S/35
TUTORIALS Sessions per week NA Duration NA
Venue NA

COURSE DISTRIBUTION
Core Yes (for undergraduate students majoring or minoring in Business)
Elective Yes (for all others)
Prerequisite (s) Introduction to Business

COURSE DESCRIPTION

Marketing provides the interface between the customer and the firm in which the customer has become
pivotal to the success of business activities. The marketer role is to develop an understanding of the
customer and then use a variety of tools to design, promote and deliver sustainable marketing strategies.
New media i.e. digital is influencing consumers and businesses. Relationship building has become a
major commitment for many organizations to retain customer loyalties. This course introduces
marketing management concepts/terminologies and strategic issues to the students from various
perspectives. An opportunity to study several situations in which effective marketing management
strategies can be developed and insight is provided through group discussion and case studies. The
course is focused on equipping students with ethical marketing concepts with applications in both
Pakistani and global context.

COURSE OBJECTIVES
CO-1 To describe fundamental concepts, terminologies and issues in marketing
CO-2 To understand the role of marketing strategy in managing the business
CO-3 To understand the role and effect of external environment on marketing activities
CO-4 To understand and apply marketing research skills in order to gain customer insights for effective
marketing
CO-5 To understand and apply Product, Price and Promotion Strategies
CO-6 To understand Digital Marketing Principles
CO-7 To understand the role of ethics in marketing activities

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Course Objectives (COs)

CO-1 Appreciate and understand the spirit, challenges, and rewards of Marketing
CO-2 Understand the sources of new marketing ideas and techniques
CO-3 Effectively assess marketing gaps, opportunities and formulate the required strategies to
overcome deficiencies.
CO-4 Understand special issues facing by marketers and shift in business marketing paradigm
during COVID.

Gain a solid understanding of key marketing concepts and skills.

Appreciate how important effective marketing is (and how interesting and fun it can be).
Apply marketing skills to diverse products, services, and situations.
Develop strong marketing plans and persuasively communicate your recommendations and rationale.
Evaluate and develop marketing messages and communications.

COURSE LEARNING OUTCOMES (CLOs) --- After taking this course, students should:
CLO-1 To describe fundamental concepts, terminologies and issues in marketing.
CLO-2 To understand the role of marketing strategy in managing the business.
CLO-3 To understand the role and effect of external environment on marketing activities
CLO-4 To understand and apply marketing research skills in order to gain customer insights for effective
marketing
CLO-5 To understand and apply marketing research skills in order to gain customer insights for effective
marketing
CLO-6 To understand and apply Product Strategies in order to create and effective offering
CLO-7 To understand and apply Pricing Strategies in order to create demand for the offering.
CLO-8 To understand and apply Promotion Strategies in order to create desire for the offering
CLO-9 To understand and apply effective selling techniques
CLO-10 To integrate Digital Marketing along with tradition marketing activities.
CLO-11 To understand the role of ethics in marketing activities

PROGRAMME OBJECTIVES - BBA

PO-1 Critical Thinking and Decision Making
PO-2 Effective Communication Skills
PO-3 Ethics and Sustainability
PO-4 Core Business Knowledge and Competence
PO-5 Effective Teamwork and Leadership Skills
PO-6 Industry Focus
PO-7 Global Perspective (Internationalization)

PROGRAMME LEARNING OUTCOMES (PLOs) – BBA

PLO-1 Graduates must be able to use analytical and reflective thinking techniques to identify
and analyze problems, develop viable alternatives, make effective decisions and apply
appropriate quantitative and qualitative techniques in solving business problems.
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PLO-2 Graduates must be able to draft effective business documents and prepare and deliver
effective oral business presentations using a variety of appropriate technologies.
PLO-3 Graduates must be able to identify and analyze ethical conflicts and sustainability issues
involving different stakeholders in order to develop viable alternatives and make effective
decisions relating to business ethics and sustainability.
PLO-4 Graduates must be able to demonstrate competency in the underlying concepts, theory
and tools taught in the core undergraduate curriculum
PLO-5 Graduates must be able to work effectively in teams and understand group processes,
leadership, conflict, power and culture in organizations
PLO-6 Graduates must be able to understand the dynamics of local industry and understand
business as an integrated system and apply strategic planning tools to coordinate among
the functional areas
PLO-7 Graduates must be able to identify and analyze relevant global factors that influence
decision-making and develop viable alternatives and make effective decisions in an
international business setting.

GRADING BREAKUP AND POLICY

Quizzes 10
Assignments 15
Mid Term 20
Class Participation (Case Study) 10
Term Project 20
Final Exam 25

EXAMINATION DETAILS
Midterm Exam Yes/No: Yes
Duration: 90 minutes
Exam Specifications: Case Based or Industry data will be provided.

Final Exam Yes/No: As per Examination Policy

In case of Final Project Presentation
Exam Specifications: Viva of project report
In case of Final Exam: Case Based or Industry data will be provided.

DELIVERY METHOD (S)

Method Application
Case Studies Yes
Film and Video clips Yes
Journal Article
NA
Reviews
Project based learning Yes
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Applied Projects
Yes
Guest Speakers
Yes
Skills Development
Yes
Exercises

COURSE CONTENT AND DELIVERY METHOD

Application Application (Course Assessment
Sr. (Course Learning objective achieved Item
Topics
No Outcomes achieved through this topic) (Used for this
through this topic) topic)
1
Introduction to the Course
Course Outline Explanation
Course Expectations
Assessments

2 CLO -1 CO-1
Chapter 1: Marketing: Creating Customer
Value and Engagement

3 CO-2
Chapter 2: CLO-2 Quiz1 &
Company and Marketing Strategy: Case # 1
Partnering to Build Customer
Engagement,
Value, and Relationships

Chapter 7:
Customer Value–Driven Marketing
Strategy: Creating Value for Target
Customers

4 CLO-3 CO-3 Group

Chapter 3: Assignment # 1
Analysing the Marketing Environment

5 CLO-4 CO- 3 Group

Chapter 4: Assignment # 2
Managing Marketing Information to Gain Quiz 2
Customer Insights

6 Chapter 5 and 6: CLO-5 CO -4 Group

Consumer Markets and Buyer Behaviour Assignment # 3

Business Customers

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Application Application (Course Assessment
Sr. (Course Learning objective achieved Item
Topics
No Outcomes achieved through this topic) (Used for this
through this topic) topic)
7 Group
Revision Assignment # 4
Quiz 3
8 Mid Term Exam
Midterm Exam

9 Chapter 8 CLO-6 CO-5

Products, Services, and Brands: Building
Customer Value

Chapter 9:
Developing New Products and Managing
the Product Life Cycle

10 CLO-7 CO- 5
Chapter 10: Quiz 4 & Case #
Pricing: Understanding and Capturing 2
Customer Value

Chapter 11:
Pricing Strategies: Additional
Considerations

11 CLO-8
CO- 5 Group
Chapter 12 and 13 Assignment # 5

Retailing

12 CLO-9 Assignment # 6
Chapter 14 CO-5
Engaging Consumers and Communicating Quiz 5 & Case #
Customer Value: Integrated Marketing 3
Communication Strategy

Chapter 15
Advertising and Public Relations

13 Ch-17: Direct, Online, Social Media, and CLO-10 CO- 6 Group

Mobile Marketing Assignment #7

14 Chapter 20: CLO-11 CO- 7

Sustainable Marketing: Social
Responsibility and Ethics
15 Final Term Exam
Final Exam Revision

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RECOMMENDED / REFERENCE BOOK (S) / LIST OF READING MATERIALS

 Basic Marketing 1st Edition by Salman Zaheer (2021)
 Principles of Marketing, 17th Edition by Kotler, Armstrong, 2018.

*This course requires every student to purchase or access book online: https://archive.org/details/basic-
marketing-2020

WEB RESOURCES
Youtube Channel for Pre Class Lectures

https://www.youtube.com/watch?v=6-mItzKlfYE&list=PLUfAdM9HRtP-tE2smHu4QCQZHA2lsShm7

Also, another recommended channel

Professor Online

Link : https://www.youtube.com/channel/UCwTbSyY7sbT760M8yOAO6cg

ACADEMIC RESPONSIBILITY POLICY STATEMENT (UMT)

As a member in the academic community of University of Management and Technology (UMT), it imposes on students,
faculty members, and administrators an obligation to respect the dignity of others, to acknowledge their right to express
differing opinions, and to foster and defend intellectual honesty, in instruction and counseling, and expression on and off
campus. In addition, faculty are responsible for but not limited to policies and procedures defined in board policies,
administrative regulations, and the employment contract. Students are entitled to an atmosphere conducive to learning and to
fair treatment in all aspects of the faculty-students relationship.

FOR DEAN &AAQIC USE ONLY

Quality Check:
Conform to Approved Curriculum:
Remarks:

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