MAKERERE UNIVERSITY BUSINESS SCHOOL

FACULTY OF MARKETING AND HOSPITALITY MANAGEMENT

DEPARTMENT OF MARKETING AND INTERNATIONAL BUSINESS

COURSE OUTLINE
Bachelor of Science in Marketing

YEAR OF STUDY: Year I, Semester I ACADEMIC YEAR: 2021/2022

COURSE UNIT: Principles of Marketing COURSE CODE: BSM 1101

COURSE DESCRIPTION:
Marketing is a discipline that describes the art and science of analysing markets and using available
resources to best serve customers in order to achieve organisations’ objectives. This course is designed to
introduce students to the essential elements of marketing that are critical in understanding the basic
marketing concepts that assist in building profitable customer relationships in today's dynamic economic
environment. The concepts are namely, consumer needs, marketing environment, marketing research,
consumer behaviour, product development, pricing, distribution, selling, advertising and promotions.

COURSE OBJECTIVES:
1. Understand the meaning, importance and scope of marketing.
2. Appreciate the marketing processes, concepts and terminologies.
3. Introduce the basic practices and problems in marketing and to the skills needed in marketing and selling
goods and services.
4. Understand the concept of consumer behaviour and importance of predicting and analysing why and how
consumers respond to marketing strategies and tactics.
5. Understand the meaning of marketing research and tools used in conducting market surveys and marketing
research projects.
6. Understand the ethical standards that are supposed to be adhered to by marketing practitioners.
7. Promote students’ interest in marketing as a career.

LEARNING OUTCOMES:
At the end of the course, students are expected to:
1. Understand the meaning and importance of marketing.
2. Differentiate between the following: marketing, selling, promotion, advertising public relations, branding,
digital marketing and internet marketing.
3. Scan the marketing environment in which organisations operate.
4. Present factors that are likely to affect customer behaviour based on the given situation.
5. Demonstrate a clear understanding of various marketing mix elements that are used in building profitable
customer relationships.
6. Conduct small scale market studies and / or participate in market research projects.
7. Understand the ethics and social responsibility in marketing.

DELIVERY METHOD:
Because marketing is a practical discipline that involves art as much as science, this course will be taught
through a combination of straight lectures (both face-to-face and online) on the principles and concepts,
discussions of their applications, case analyses for some significant marketing situations and practical
learning sessions. Students’ reflections of the day’s topic and their contributions to the discussion and
participation in practical learning sessions are important elements of the learning process.
SUMMARY OF SCHEDULE OF TOPICS:
Week Topic

1. Introduction to Marketing: Definitions; importance of marketing; evolution of

marketing; future of marketing.
Core Marketing Concepts: Marketing philosophies/ orientations/concepts; and
Marketing mix (4-7Ps); Marketing strategy

2. Marketing Environment: Internal and external environment; and Analysis models.

3. Customer Behaviour: Definition, Consumer/Business market traits; Factors

affecting customer behaviour; decision-making processes (DMP); and participants in
the DMP.

Introduction to Case Study Analysis: Case One.

4. Marketing Research: Definitions; Need for MR and MIS; Data sources; Data collection
methods; and MIS components

5. Introduction to Market Segmentation, Targeting And Positioning (STP):

Definitions, Bases, measures and requirements.

Course Work Test - Assessment One

6. Product: Definitions (Product mix, assortment, depth, width, product lines); Product
levels, Product classification; Branding and Packaging; New Product development.

7. Services: Definition, characteristics, classifications and types of marketing in the

services industry.

8. Pricing: Definitions; objectives; Process, methods and factors; and approaches and strategies.

Case study Analysis: Case Two.

9. Distribution (Place): Channel levels; channel members and functions; and Factors
to consider when choosing a distribution channel.

10. Promotion: Overview of communication process; Promotion mix, objectives and tools;
Promotion elements, advantages and disadvantages; Promotion strategies (Pull, Push
and Integrated).

Course Work Test - Assessment Two

11. ICT in Marketing:

12. Ethical issues in Marketing: Consumers’ rights, Marketers’ rights, Ethical issues in selling,
Advertising, Pricing, Product, Distribution, Marketing research, etc.

Revision
COURSE ASSESSMENT:
Coursework 1: 15% Final exam: 70%
Coursework 2: 15% Pass mark: 50%

RECOMMENDED READING MATERIALS:

1. Kotler, P. & Armstrong, G. (2020). Principles of Marketing. 18th Ed. Pearson Education © (Key Text).
2. Palmer, A. (2000). Principles of Marketing. 1st Ed. New York: Oxford University Press Inc. 3. Stanton,
et al., (2014) Marketing: 13th Edition. United States: McGraw-Hill Companies Inc.

COURSE REQUIREMENTS:
Students must fulfil all course requirements in order to achieve a passing grade. This includes;
1. Class attendance is compulsory (where it is required) and must be greater than 75% in order to eligible
to sit for the final examination.
2. Students should participate actively in study discussion and practical learning sessions.
3. The School is committed to the highest standards of academic integrity and honesty. Thus, students are
particularly urged to avoid any behaviour, which could potentially result in suspicions of cheating,
plagiarism and misconduct during learning sessions and exams.
4. Students are encouraged to review and clearly understand this course outline since this is the best way
to learn how to complete the course and prepare for exams as well. Students may wish to work together
on assignments, BUT each student MUST write up his/her assignments independently or as guided by
course instructors / lecturers.
5. Students should avoid obtaining a final mark falling below 50% as this will imply failure and retaking
the course when next offered. Thus, students should take coursework seriously since it contributes
significantly to the final mark.
6. No make-up coursework will be given to students to compensate for poor performance.

POTENTIAL MARKETING CAREER AREAS:

They include:
 Functional Areas: Marketing Strategy, Product Packaging, Sales, Physical Distribution, Retail Marketing,
Branding and Brand Management, Advertising, Promotions and Marketing Campaigns, Public Relations,
Development Communication, Digital Marketing, Social Media Handling, Customer Care/ Experience,
Customer Relationship Management, International Marketing, Export Marketing, Marketing Research
Services, Advertising Agency, Marketing Consultancy and Advisory Services.
 Sector Areas: Industrial Marketing, Real Estate Marketing, Financial Marketing, Telecom Marketing, ICT
and Software Marketing, Health Care Marketing, Education Marketing, Agriculture and Food Marketing,
Oil and Gas Marketing, Professional Services Marketing, Investment Promotion, Tourism and Hospitality
Marketing, Travel and Destination Marketing, Airline and Airport Marketing, Social Marketing, Faith Based
Marketing, Culture and Heritage Marketing, Political Marketing, NGO and Development Marketing and
Public Sector Marketing.
 University and Academic Teaching: Professor and lecturer positions.

LECTURERS: Faith Atugonza 0772922141 [email protected]

Doreen Nakiwere 0700154164/0789212011 [email protected]

AUTHORISATION OF THE COURSE OUTLINE

This course is authorised for use by:

Dr. Aaron Ecel

Head, Department of Marketing and International Business Date: Feb 14, 2022
Dr. Timothy Esemu
Dean, Faculty of Marketing and Hospitality Management Date: Feb 14, 2022