BBA Program

MKT201 Principles of Marketing

A. Course General Information:

Course Code MKT201

Course Title Principles of Marketing
Credit Hours 3
Contact Hours/Week 3
Category School Core (Business Foundation Course)
Type Mandatory in the BBA Program
Prerequisites BUS102 Business - Basics, Ethics and Environment
Co-requisites None
Semester/Trimester Fall 2024
Class Time Monday & Wednesday, 8.00am - 9.20am (Section 8)

Class Location 07A-07C

Instructor’s Name Md. Tanvir Hasan
Office Location BRAC Business School (C42)
Email Address [email protected]
Consultation Hours Sunday & Tuesday, 08:00 AM – 9:20 AM, 12:30 PM – 1.50 PM
Monday & Wednesday, 11:00 AM – 1.50 PM
Course Coordinator Dr. Mohammad Shahidul Islam

B. Course Catalog Description:

This core course of Marketing has been designed to familiarize students with the basic principles of
marketing. The course emphasizes on understanding customers’ needs and wants in order to deliver
value to them, determine which target market the organization can serve the best, decide upon
appropriate product, channel, pricing and promotional strategies to serve the market most effectively
and develop a profitable customer relationship.

C. Rationale of the Course:

This business course of foundation-level is mandatory for all the learners of the BBA program. This is
because business graduates are expected to have a sound understanding of the marketing process and
scrutinize the variety of marketing decisions an organization must make to sell its products and services.
The course covers the basic principles of marketing and its role in business. The course is designed to
help learners develop these competencies: knowledge, skills and abilities.

D. Course Objectives (COs):

The major objectives of this course are to:

1. Introduce the concept of marketing and its importance for businesses.

2. Define consumer and business markets and explain the differences of buying behaviors of these two
markets.
 3. Discuss the steps of developing customer value driven marketing strategy: market segmentation,
targeting and positioning.
4. Describe the various elements of marketing mix and explain how these elements interact to create
superior customer value.
5. Summarize the new customer relationship-building tools—from the internet, smartphones, and
tablets to online, mobile, and social media—for engaging customers.

E. Course Learning Outcomes (CLOs):

On successful completion of the course, learners should be able to:

SL. CLO Description

CLO1 Define marketing and assess its importance in business decision making.
CLO2 Summarize consumer behavior, market segmentation, targeting and product positioning
processes.
CLO3 Demonstrate marketing strategies considering product, price, distribution and promotion
decisions.
CLO4 Hypothesize how to blend traditional media with new digital and social media tools to create
more targeted, personal, and engaging customer relationships.
CLO5 Validate the knowledge of real-world marketing situations to explain the marketing strategies of
different organizations to gain competitive advantage.

F. Mapping of Course Learning Outcomes (CLOs) with Program Learning Outcomes (PLOs):

PLO1 PLO2 PLO3 PLO4 PLO5 PLO6 PLO7 PLO8

CLO1
CLO2
CLO3
CLO4
CLO5

G. Course Plan specifying CLOs, co-curricular activities (if any), Teaching-Learning and Assessment
Strategies mapped with the CLOs:

Week Topic Teaching- Assessmen Correspondin

Learning Strategy t Strategy & g CLOs
& Readings Activities
1 ● Marketing: Creating Customer Lecture, Notes, Midterm CLO1
Value and Engagement Discussions Exam, Final
o Definition of Marketing and the Exam
steps in the marketing process
o Understanding the Marketplace
and Customer Needs
o Designing a Customer Value -
Driven Marketing Strategy and
Plan
o Managing Customer
Relationships and Capturing
Customer Value
o The Changing Marketing
Landscape
2 ● Consumer markets and buyer Lecture, Notes, Class CLO2
behavior Discussions Activity,
o Model of Consumer Behavior Quiz,
o Characteristics Affecting Midterm
Consumer Behavior Exam, Final

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 o Types of Buying Decision Exam
Behavior
o The Buyer Decision Process
o The Buyer Decision Process for
New Products
3 ● Business Markets and Lecture, Notes, Homework, CLO1, CLO3
Business Buyer Behavior Discussions In- Midterm
o Definition of business market class Problem Exam, Final
and how business markets differ Solving Exercises Exam
from consumer markets
o The key factors that influence
business buyer behavior
o The steps in the business
buying decision process
o The buying practices of
institutional and government
organizations
4 ● Customer-Driven Marketing Lecture, Notes, Homework, CLO2, CLO3
Strategy: Creating Value for Discussions, Midterm
Target Customers Case Study Exam, Final
o Market Segmentation, targeting, Exam
differentiation and positioning
o Major bases for segmenting
consumer and business
markets
o Market targeting strategies
5 ● Products, Services and Lecture, Notes, Quiz, CLO3
Brands Discussions, Video Midterm
o Definition of product, service & Demonstration Exam, Final
experience Exam,
o Levels of product & services Group
Project, In-
o Product & service classification
class
o Product & service decision Exercises
o Person, Place & Social
marketing
6 ● Products, Services and Lecture, Notes, Homework, CLO3
Brands Discussions In- Midterm
o Service marketing: Nature & class Problem Exam, Final
characteristics Solving Exercises Exam
o Branding strategies: Building a
strong brand
o Brand positioning
o Brand name selection

7 ● Midterm Review
● Midterm

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8 ● New-Product Development Lecture, Notes, Homework, CLO3, CLO5
Strategies & Product Life Discussions, Video Final Exam
Cycle Strategies Demonstration
o New product development
strategy and process
o Product Life-Cycle Strategies
o Style, fashion & fad
o Additional product & service
consideration
o Product decision and social
responsibility
o International product & service
challenges

9 ● Pricing & Pricing Strategies Lecture, Notes, Homework, CLO3

o Pricing Discussions In- Final Exam,
o Major Pricing Strategies class Problem- In-class
Solving Exercises Exercises
10 ● Pricing & Pricing Strategies Lecture, Notes, Class CLO3, CLO2
o Considerations in setting price Discussions Activity,
o New product, Product Mix, Price Final Exam
adjustment strategies

11 ● Marketing Channels: Lecture, Notes, Homework, CLO1, CLO3,

Delivering Customer Value Discussions Quiz, CLO5
o Supply Chains and the Value Final Exam
Delivery Network
o Functions of Channel Members
o Number of channel Levels
o Channel Behavior and
Organization
o Channel Design Decisions
o Marketing Logistics and Supply
Chain Management
o Retailing and Wholesaling
12 ● Communicating Customer Lecture, Notes, Homework, CLO4, CLO5
Value: Integrated Marketing Discussions, Video Final Exam,
Communications Strategy Demonstration In-class
o The Promotion Mix Exercises
o Integrated Marketing
Communications
o The Communications Process

13 ● Communicating Customer Lecture, Final Exam, CLO4, CLO5

Value: Integrated Marketing Discussions, In-class
Communications Strategy Problem solving Exercises
o Steps in Developing Effective
Marketing Communication
Program.
o Promotion Mix Strategies

14 ● Term Paper Presentation and Presentation of Final Exam, CLO1, CLO5

Review (Group Project) and Group
o Multiple topics listed above Feedback Project
covered in the Group Project

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H. Learning Materials:

● Recommended Reading:
o Philip Kotler, Gary Armstrong & Sridhar Balasubramanian, Principles of Marketing, 19th
Edition, Pearson Education Limited.

● Supplementary Readings:
o Additional resources include relevant cases, articles and video clips

I. Assessment and Evaluation:

● Assessment Strategy & Activities:

1. Attendance in Class Sessions (5%*): Class attendance is mandatory (as per BRACU policy).
Learners are strongly encouraged to actively participate in class discussions. Assessment of
attendance will be according to BRACU and BBS policies – as stated below:

Attendance Points**
Percentage
90% 5.00 out of 5.00
85% < 90% 4.00 out of 5.00
80% < 85% 3.00 out of 5.00
75% < 80% 2.00 out of 5.00
70% < 75% 1.00 out of 5.00
Below 70% 0.00 out of 5.00
Below 70% Unable to take the final exam

2. Quizzes (20%): One out of two quizzes will be considered for grading purposes. The syllabus, for
the respective quizzes, will be announced in the classes, which usually consists of the topics
covered in classes prior to the date of the quiz. Quiz weighs 15% of the total marks. Specific quiz
time will be announced during class time and scheduled at least one week before the quiz.

3. Midterm (20%): Midterm exam will take place during the midterm week. It is a 60 minutes exam
and the syllabus includes the concepts discussed up to the middle of the semester. The exam will
comprise short answer questions and problem-solving. There will be no makeup midterm unless
there is a valid reason and that again is at the discretion of the instructor and the Registrar’s
Office.

4. Assignment (Group) (10%): Various problems related to the course will be assigned during the
semester to be solved individually and as a group. A delay in submission will result in the
cancellation of the allotted marks. MINI TASK, Presentation + Term Paper.

5. Term Project and Presentation (10%+5%): Term Paper related to the course syllabus will be given
shortly after the semester starts so that students can start thinking about their projects from the
beginning of the semester and generate effective, efficient and SMART ideas which reflect their
overall learning and application skills. Detailed instructions will be given later when the semester
starts. Report writing format, presentation guideline and how to prepare for a good presentation
will be discussed in class by the respective course instructors.

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 6. Final Exam (30%): Final exam will be held at the end of the semester to test students’ knowledge
and understanding of the issues discussed over the semester. The test question will include some
combination of short, broad, and problem-solving questions. There will be no makeup final exam
unless there is a valid reason and that again is at the discretion of the Registrar’s Office.

● Marks Distribution:

Activities % of the Total Assessment

Class Attendance and Participation 5%
Quizzes (best 1 out of 2) 20%
Assignment (individual and group) 10%
Midterm Exam 20%
Term paper & Presentation 15%
Final Exam 30%
Total 100%

● Make-up Procedures:

Learners are not encouraged to give make-up mid-term except on certain special circumstances.
Make-up examinations will only be allowed to the learners with extreme medical conditions OR
death in the immediate family during the semester. (Recommendations from 30th Syndicate and
69th Academic Council, BoT approved in the 27th meeting)

Learners must notify in writing before the exam if he/she is going to miss the exam and needs to sit
for a make-up exam. Learners need to apply to sit for the make-up exam by filling out the
appropriate form available at the office, take the necessary approval and submit the form to the
registrar office with required fees for the make-up exam.

● “I” and “W” Grades:

A grade of “I“ (Incomplete) will be granted only as a result of most extreme circumstances - beyond
a learner’s control and only after stringent verification of the circumstance and approval. A grade of
“I” is not given in lieu of an “F” or any other passing grade. Any learner who discontinues attending
class, and who does not officially drop the course/ withdraw from the university, will receive a grade
of “F”.

● Academic Integrity:

Although group-study is encouraged strongly, all learners/groups are expected to complete all
assignments individually. As such, one may not share, lend or borrow another learner’s (group’s)
work in any manner - either on paper, by computer or by word of mouth. Any cheating, plagiarism
and other forms of scholastic dishonesty or misconduct will result in the strictest disciplinary action -
according to the BRACU regulations (please refer to BRACU learner’s Handbook).

J. Grading Policy:

Letter grades for the course will be based on the following scale - as specified in BRACU catalog.
Range of Mark Grade GPA Remarks Range of Marks Grade GPA Remarks
s
97 To 100 A+ 4.0 Excellent 60 to <65 C 2.0 Fair
90 To <97 A 4.0 “ 57 to <60 C‐ 1.7 “

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 85 To <90 A‐ 3.7 “ 55 to <57 D+ 1.3 “
80 To <85 B+ 3.3 “ 52 to <55 D 1.0 Poor
75 To <80 B 3.0 Good 50 to <52 D‐ 0.7 “
70 To <75 B‐ 2.7 “ <50 to 0 F 0.0 Failure
65 To <65 C+ 2.3 “

K. Additional Information:

● Instructor’s Expectations of Learners:

Learners are expected to strive for excellence in acquiring knowledge – through attending all classes
from start to end; participating actively in class discussions; preparing for class lectures in advance;
spending at least two hours for each class-hour on, self-study, completion of assigned tasks and
preparation for class, quiz, exam, presentation, etc.; and completing and submitting required tasks
on-time.

Learners are also expected to maintain a classroom environment conducive to learning, be

respectful of others’ opinions and be completely honest by implementing the highest ethical
standards. It is also expected that learners will uphold this principle in all their future endeavors,
including their career activities.

● Learner Disability:

Any learner who has a disability that prevents the fullest statement of his/her abilities should
contact the instructor personally. All efforts will be made to devise the appropriate accommodation
in order to facilitate learner’s successful completion of the course.

L. Disclaimer:

Every effort will be made to ensure that the information contained in this document is adhered to;
however, it is subject to change. Changes will be notified in class, in advance. Learners are encouraged to
check with the instructor if there are any doubts. It is the learner’s responsibility to be informed.

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