Benha University
Faculty: Commerce
Department: Business Administration
Program: Business Administration and E-Commerce
Course Specification
Academic year 2020/ 2021
1- Course information:
Course Code: BUS121
Course title: Marketing information system
Year/level Senior (1st) – First Level
Theoretical:2 hrs./per week
Contact hours/ week
Tutorial: 2 hrs./per week
Approval date 9/12/2020
2-Course aims:
By the end of this course, the student should be able to:
1. Enhancing the student's basic knowledge in the field of marketing
management and its components Marketing.
2. Developing the student and providing him with the basic skills and
knowledge that enable him to practice the profession in marketing
management
3. Providing the student with the necessary skills that enable him to obtain
job opportunities in the field of marketing management with merit.
4. Encouraging scientific research and production in the field of marketing
management and research.
3- Intended learning outcomes of the course (ILOs):
a- Knowledge and understanding:
On successful completion of this course, the student should be able to:
a.1 Recall the basic knowledge in the field of marketing management and its
components Marketing.
a.2 Identify the concepts of marketing mix, promotion, advertising, consumer
protection, and product life cycle.
a.3 Describe tools available to marketing managers to facilitate planning and
decision-making.
a.4 Identify the need and use of market information on all levels in an
organization.
a.5 Explain the essence and content of macro- and micro-marketing
environment, the basics of market segmentation, selection of target segments
and positioning, the basics of product, pricing, communication and
distribution policy.
b- Intellectual skills:
On successful completion of this course, the student should be able to:
b.1 Analyse and solve marketing problems.
b.2 Classify the steps of sound scientific research for some marketing
activities.
b.3 Predict new marketing ideas.
b.4 Estimate the effectiveness of Channel Member in the light of the
distribution strategies.
b.5 Estimate the effectiveness of advertising campaigns in the light of the
communication strategies.
c- Professional and practical skills:
On successful completion of this course, the student should be able to:
c.1 Solve various practical cases related to marketing activities.
c.2 Use SWOT analysis and creating the marketing mix for different products
(goods and services).
c.3 Select marketing gaps within markets and segmenting markets.
c.4 Solve marketing problems from a business perspective.
c.5 Develop market phenomena and processes based on the application of
fundamental principles, and applied skills of marketing activity.
d- General and transferable skills:
On successful completion of this course, the student should be able to:
d.1 Construct conceptual frameworks effective for marketing problem solving
and decision making.
d.2 Analyse information to reach a sound, logical, and scientific conclusions
d.3 Develop analytical reasoning skills, and clear effective communication
skills.
d.4 Develop the ability of students to work under pressure and as part of a
team.
4- Course contents
Number of hours
Topics/units Practical Total Credit
Lecture hours
hours hours
Introductory lecture and
2hrs No tutorials 2hrs
course outline
Chapter (1) Marketing:
Creating Customer Value 4hrs 4hr 6hrs
and engagement
Chapter (2) Company and
Marketing Strategy:
partnering to Build 4hrs 4hrs 6hrs
Customer engagement,
Value, and relationship
Chapter (8) Products,
Services, and Brands: 4hrs 4hrs 6hrs
Building Customer Value
• Mid-term exam 1hr
Chapter (10) Pricing:
Understanding and 4hrs 4hrs 6hrs
Capturing Customer Value
Chapter (12) Marketing
Channels: Delivering 4hrs 4hrs 6hrs
Customer Value
Chapter (14) Engaging
Consumers and
Communicating Customer 6hrs 6hrs 9hrs
Value: Integrated Marketing
Communication Strategy
• Final Exam 2hrs
5- ILOs Matrix:
a- b- c- d-
Knowledge Intellectual Professional General
and skills: and and
Topics understanding practical transferable
skills: skills:
Chapter (1) Marketing:
Creating Customer Value a1, a2, a4, a5 b1, b4 c1, c3, c4 d1, d2
and engagement
Chapter (2) Company and
Marketing Strategy: a1, a2, a4, a5 c2, c3, c4, c5 d1, d2, d3
partnering to Build b1, b2
Customer engagement,
Value, and relationship
Chapter (8) Products, a2, a3, a4, a5 b2, b3 c2, c3, c4, c5 d2, d4
Services, and Brands:
Building Customer Value
Chapter (10) Pricing: a1, a2, a4, a5 b1, b2 c1, c3, c4, c5 d1, d2, d4
Understanding and
Capturing Customer
Value
Chapter (12) Marketing a1, a4, a5 b1, b3, b4 c1, c2, c4, c5 d1, d2, d3
Channels: Delivering
Customer Value
Chapter (14) Engaging a1, a2, a5 c1, c3, c4, c5 d1, d2, d4
Consumers and
Communicating
b1, b3, b5
Customer Value:
Integrated Marketing
Communication Strategy
6- Teaching and learning methods
1- Lectures: Interactive Lectures including discussion.
2- Practical sections: Interactive Tutorials.
3- Discussion groups: including problem solving and interactive question.
7- Teaching and learning methods for students with special needs
1- Giving extra hours for these students after each lecture.
2- Giving extra hours for these students after each tutorial.
8- Student assessment
Assessment method Time Grade weight (%)
Written exam 2 hrs. 60%
Mid-term exam 1 hr. 20%
Quizzes ½ hr. 10%
Attendance - 10%
9- List of references
8.1. Student notebooks:
• Lectures notes.
8.2. Essential textbooks:
• Philip, Kotler, Gary Armstrong. (2020). Principles of marketing. Pearson
Education. (18th edition). Pearson Education.
• Philip, Kotler, Gary Armstrong, and Marc Oliver Opresnik. (2018).
Principles of Marketing. Pearson Education. (17th global edition). Pearson
Education.
8.3. Recommended textbooks:
• Philip, Kotler, Gary Armstrong. (2022). Marketing: An Introduction.
Pearson Education. (15th Global edition). Pearson Education.
• Philip, Kotler & Kelvin, Keller. (2016). Marketing Management. (15th
global edition). Pearson Education.
8.4. Journals, websites ……..etc.
• https://uniathena.com/short-courses/basics-in-marketing-management
• https://learning.linkedin.com/content-library/online-business-courses/marketing-courses
Course Coordinator: Head of department:
Professor Ahmed Abdel Hadi
Dr. Dina Aboobaker
