UNIVERSITY OF EASTERN AFRICA, BARATON
MAIN CAMPUS
SCHOOL OF BUSINESS
DEPARTMENT OF MANAGEMENT
Semester 2023/2024.1
MKTG115 – Principles of Marketing – Group B (3 Credits)
Instructor: Sang M. (PhD)
Venue: H104/ONLINE
Time: 15:30-17:00 hrs (TTH)
Office Hours: MW 1400 to 1500 hrs
Contact: 0720773171, [email protected]; [email protected];
[email protected]
Course Description:
This course introduces the student to a comprehensive overview of marketing principles,
definitions, concepts and theories that equip the trainee with knowledge, skills and attitudes for
carrying out marketing activities in an organization effectively. The course provides basic
knowledge of the marketing discipline: meaning, concepts, importance, environment, buyer
behaviors; strategic marketing: segmentation, targeting, positioning; product, price, distribution,
promotion decisions; service marketing, as well as emerging trends and issues in marketing
management.
Expected Learning Outcomes:
Upon completion of this course, the student will have reliably demonstrated the ability to:
1. Define marketing and marketing concepts.
2. Discuss the importance of marketing function in the achievement of organizational objectives.
3. Describe how the principles of marketing are used in making important marketing decisions.
4. Formulate marketing strategies for an organization for the achievement of marketing
objectives.
5. Assess the operational marketing: the marketing mix (Ps of marketing) in decision making
process.
6. Explain the trends and challenges of marketing management as a result of new technology.
7. Discuss the different types of markets (consumer markets – b2c, industrial markets – b2b, and
service markets.
8. Evaluate marketing management strategies in context of both internal and external
environment.
9. Illustrate marketing management process from biblical perspective.
Course Requirements and Grade Equivalents
1. Class Participation 05%
2. Assignments/cases/project 10%
3. Periodic tests/Quizzes 20%
4. Reports 05%
5. CAT 40%
6. Final Examination 60%
Total 100%
Grading Scale:
80 – 100 A 55 -59 C+
75 – 79 A- 50- 54 C
70 – 74 B+ 45- 49 C-
65 – 69 B 40- 44 D
60 – 64 B- 0- 39 F
Teaching Methodologies
Lecture, tutorials, internet/elearning portal, group discussions, projects, case studies, library and
internet research, field trips, etc
Instructional Materials
Text book, power point, whiteboards, hand-outs, transparencies, charts/maps, DVDs, slides
GENERAL COURSE REQUIREMENTS
Class Rules
1. Attend classes regularly and on time.
2. Tests, quizzes will be done at the end of every chapter
3. Group work, case studies, reading reports and project to be given after major topics are
covered.
4. Demonstrate professional attitude through the knowledge acquired in your class
5. Mid – Semester exam including topics covered up to the 8th week
6. Final examination covering the whole semester’s topics
Course Content
DATE TOPICS ASSIGNED READINGS CLASS ACTIVITIES ASSIGNMENT
WEEK Part 1: Introduction to Marketing Principles
1 &2 Marketing in today’s Read chapters1 Lecture, PPT, and 1. Definition: marketing,
economy and 12 Discussion marketing
Meaning of marketing Ferrell & Hartline management,
Marketing concepts (2011) marketplace,
Importance of customer Biblical verses: marketspace, product,
relationships and customer Prov. 16:3 service, utility,
satisfaction in an Lk. 6:31 customer relationship,
organization Rom. 12:2 marketing mix.
Role of marketing in society 2. Biblical perspective –
Tasks performed by marketing
marketing managers management (NB: 1pg
report).
The 8 Ps of marketing
Biblical perspective
Part 2: Marketing Environment
3 Meaning of marketing Read chapter 4 Lecture, ppt and 3. Illustrate with a
environment Ferrell & Hartline (2011) Discussion diagram the business
Component of marketing environment.
environment 4. Of the three major
Component of marketing environments in a
environment situation analysis
Effects of the environmental (internal,
factors to the marketing customer/taskforce,
activities of an organization external), which do
you think is important
in a general sense?
Why? What are some
situations that would
make one environment
more important than
the others?
Part 3: Consumer and Organizational Buyer Behavior
DATE TOPICS ASSIGNED READINGS CLASS ACTIVITIES ASSIGNMENT
4&5 Meaning of consumer Read chapter 6 Lecture, ppt, and 5. Write short notes on
markets and organizational Ferrell & Hartline (2011) Discussion the following:
market (b2b, b2c) Biblical Verses: Consumer behavior,
Importance of studying Lev. 25:14 b2b, b2c markets
consumer behavior Amos 8:5
Factors influencing Prov. 1:1
consumer and
organizational buying
behavior
Decision making process
for consumer and
organizational markets for
new products
Role players in decisions
process
Types of buying decision
for consumers and
organizational markets
Part 4: Market Segmentation, Targeting and Positioning
6 Meaning of segmentation, Read chapter 6 Lecture, ppt and 6. Short notes on:
targeting and positioning Ferrel & Hartline (2011) Discussion segmentation,
Bases of segmenting Matt. 15:24 targeting, positioning
markets 7. Identify and explain at
Requirement for effective least 5 positioning
segmentation strategies.
Market targeting
strategies
Product positioning
process
Part 5: Product Decisions
7 Meaning of product Lecture, ppt and 8. Illustrate with a
New product development Read chapter 7 discussions diagram the product
process Ferrell & Hartline (2011) life cycle (plc) of any
Levels of a product product of your own
Product decisions choice. Explain
Marketing strategies for important features at
the adoption process, every stage of the
product life cycle and product.
adapter categories
Causes of new product
failure
Part 6: Pricing Decisions
DATE TOPICS ASSIGNED READINGS CLASS ACTIVITIES ASSIGNMENT
8 Meaning of price Read chapter 8 Lecture, ppt and Discussions 9. Discuss at least 10
Price strategies Ferrell & Hartline (2011) pricing strategies that
Factors affecting price are useful in pricing
decisions decisions
Steps involved in the
pricing process
Reaction to price changes
Part 7: Distribution Decisions
9 Meaning of distribution Read Chapter 9 Lecture, ppt, discussion 10. What are the major
Types of intermediaries Ferrell & Hartline differences that you
Role of Retailing and have experienced in
Wholesaling buying a product
Importance of channel through a physical
integration and market retail store, a
systems manufacturer’s
Causes of conflict and physical store, a
reasons for cooperation and catalog, and an online
competition merchant? What have
Importance of marketing some retailers in your
logistics area done to justify
their ongoing presence
Role of e-commerce in
in the channel?
distribution
Part 8: Promotion Decisions
10 Meaning of promotion mix Read chapt 10 Lecture, ppt, discussion 11. Short notes:
Elements of promotion mix Ferrell & Harline Integrated marketing
Integrated marketing (2011) communication,
communication Lk. 21:15 advertising, public
relations, personal
selling, sales
promotion
Part 9: Service Marketing
11 Meaning of services Read Chapt. 12 Lecture, ppt, discussion 12. Given the
Characteristics of services Ferrell & Hartline commoditized nature
Elements of service mix (2011) of many markets
Marketing strategies used today, does CRM –
by service firms and its associated
Ways of managing service focus on quality, value,
quality and satisfaction make
Ways of developing brands sense? If price is the
strategies for services only true means of
differentiation in a
Product support services
commoditized market,
management
why should a firm care
about quality?
Explain.
DATE TOPICS ASSIGNED READINGS CLASS ACTIVITIES ASSIGNMENT
Part 10: Emerging Trends and Issues in Marketing Management
12 Emerging trends and issues Read Chpts. 1 & 2 Lecture, ppt, discussion 13. Increasing customer
in marketing management Ferrell & Hartline power is a continuing
Challenges posed by the (2011). challenge to marketers
trends and issues in in modern economy. In
marketing management what ways have you
Ways of coping with the personally
challenges posed by the experienced this shift
trends and issues in in power either as a
marketing management customer or a
business person? Is
this power shift
uniform across
industries and
markets? How?
13 Assigned topics for Group 1 Group presentations, ppt, 14. Group presentations,
presentations Group 2 questions, and discussions corrections, final copy
Group 3 of presentation
Group 4 etc.
13 & 14 REVIEW ALL TOPICS 15. FINAL EXAM
Text Book
Ferrel, O.C. & Hartline, D. M (2015). Marketing Management Strategies, 5th ed.
Cincinnati, Ohio: South-Western, Cengage Learning, International Edition.
Kotler, Armstrong & Opresnik (2018). Principles of Marketing, 17th. Ed. Pearson.
Prepared by: Sang Monica, PhD Approved by Mr. A. Tenai
Lecturer Agt. Chair, Department of Management
