Principles of Marketing
Course Code: THM-212
Course Title: Principles of Marketing
Credit Value: 3
Year and Semester: BBA Second Year First Semester
Prerequisite: None
Rationality
This course is designed to provide students with a comprehensive understanding of marketing principles
within the context of both tourism and broader business environments. By addressing key topics such
as market analysis, consumer behavior, product and pricing strategies, and promotion, the course equips
students with practical skills and knowledge essential for formulating effective marketing strategies.
The inclusion of real-world case studies and a focus on strategic marketing decision-making ensures
that students can navigate challenges and emerging trends, preparing them to contribute meaningfully
to the development of innovative marketing approaches. This holistic approach aligns with industry
demands, providing students with a well-rounded understanding of how marketing influences both
business growth and customer satisfaction in today's global marketplace.
Course Methodology
This course will employ an interactive approach that blends theory and practical learning through the
following methods:
• Lectures: Core marketing concepts will be presented through interactive discussions.
• Case Studies: Students will examine real-world business scenarios to apply theoretical
marketing knowledge.
• Group Discussions: Collaborative exercises will allow students to assess various marketing
strategies critically.
• Presentations: Students will deliver group presentations on marketing case studies,
showcasing their understanding and fostering peer learning.
• Practical Exercises: Students will develop marketing plans and strategies for real and
simulated business cases.
Course Objectives
The primary objectives of this course are to:
• Provide students with foundational knowledge of marketing concepts and their
application.
• Equip students with analytical tools to assess diverse marketing environments.
• Develop skills in creating value through products and services and delivering it to
customers.
• Enable students to understand and respond to changing marketing dynamics,
particularly in tourism.
• Foster critical thinking and creative problem-solving related to consumer behavior
and marketing strategies.
Course Learning Outcomes (CLOs)
Upon successful completion of this course, students will be able to:
CLO Descriptions
Understand the core principles and concepts of marketing, including the marketplace,
CLO 01
customer needs, and marketing ethics.
1
Principles of Marketing
Analyse and evaluate the marketing environment to identify opportunities and threats,
CLO 02
both locally and internationally.
Develop strategies for product development, pricing, and promotion that align with
CLO 03
consumer needs and market conditions.
Demonstrate an understanding of consumer behavior and its impact on marketing
CLO 04
strategies, particularly in the tourism sector.
Critically assess and apply marketing tools to create value for customers and achieve
CLO 05
business objectives.
Mapping /Alignment of CLOs vs PLOs
CLO PLO 01 PLO 02 (Provide PLO 03 (Contribute to PLO 04 (Maintain a
(Developed accessible and affordable economic development high level of quality
qualified citizen) higher education) of Bangladesh) education)
CLO 01 ✓ ✓ ✓ ✓
CLO 02 ✓ ✓ ✓
CLO 03 ✓ ✓ ✓
CLO 04 ✓ ✓
CLO 05 ✓ ✓ ✓
Course Contents:
SL Topics CLOs
Marketing: Understanding the Marketplace and Needs
- Markets, needs, wants, and demands
1 - Market offerings, value, satisfaction, exchange, and relationships 01
- Marketing ethics and social responsibilities
- New marketing landscape
Marketing Environment
2 - Macro and micro environments 02
- Responding to the marketing environment
Product Strategy
3 - Classification and characteristics of goods and services 01, 03
- Product Life Cycle (PLC), diversification, packaging, labeling
Pricing Strategies
4 - Importance of pricing 03
- Influencing factors and methods of price determination
Distribution Channels
5 - Types and functions of channels 03
- Retailing and wholesaling
Promotion Strategies
6 - Promotional tools and budgeting 05
- Integrated marketing communications
Service Marketing and Consumer Behavior
- Understanding the consumer decision-making process
7 04
- Consumer behavior in tourism marketing
- Applying marketing principles to tourism and hospitality industries
Digital Marketing and Social Media Strategies
8 - Using digital tools for marketing 05
- Social media strategies for branding and customer engagement
Marketing in the Global Environment
9 - Global marketing strategies and challenges 02, 04
- Cultural considerations in international marketing
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Principles of Marketing
Teaching-Learning (T&L) strategy
• Lectures: Interactive lectures will cover core marketing concepts using visual aids and real-
world examples.
• Case Studies: Students will analyse real-world marketing scenarios, focusing on both
successful and unsuccessful strategies.
• Group Discussions: Discussions will encourage students to share perspectives on marketing
strategies and environments.
• Presentations: Students will present group case studies and marketing projects, promoting
collaboration and peer feedback.
• Practical Exercises: Hands-on activities will help students apply marketing concepts, such as
creating strategies and promotional campaigns.
• Quiz and Exams: A quiz and final exam will assess understanding of key topics and learning
outcomes.
• Group Projects: Students will work in groups to develop and present a comprehensive
marketing strategy for a product or service.
Assessment and Evaluation
Assessment technique: Class test, Assignment, Case Study, Presentation, Semester Final examination.
Task Value (%) CLOs
Attendance 10 01 – 05
Class test (5%), Case Study (5%), and Group
Project (10%) – Presentation (3%), Peer 20 01 – 05
review (2%) and Report submission (5%)
Semester Final Examination 70 01 - 05
Make-up Procedures: Existing university rules will be followed.
Recommended Book
• Kotler, P., Armstrong, G., Ang, S.H., Leong, S.M., Tan, C.T., Yau, O.H.M. (2017).
Principles of Marketing: An Asian Perspective, 4th Edition, Pearson Education South
Asia.
Reference Books
1. Kerin, R. A., Hartley, S. W., Rudelius, W., & Lau, G.T. (2013). Marketing in Asia,
2nd Edition. McGraw Hill.
2. Grewal, D., & Levy, M. (2012). Marketing, 3rd Edition. McGraw Hill.
3. Various newspapers, magazines, journal articles, and web resources.
