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					                    PRINCIPLES OF MARKETING
COURSE CODE: MKT 521
CREDIT HOURS: 3


COURSE OBJECTIVES: The course contains basic informations and concepts
regarding field of MARKETING and also contains practical examples from real life
situation it describes basically how things happen in world of MARKETING so it will
really help in provision of basic ideas and practical understanding about this important
subject.

RECOMMENDED BOOKS


         Marketing (13th Edition)
          By Michael J. Etzel, Bruce J.Walker, William J. Stanton.
         Essentials of Marketing (Ist Edition)
          By Perreault & Mccarthy (International Edition)
         Fundamentals of Marketing (6th Edition)
          By Etzel, Walker, & Stanton



COURSE CONTENTS:

PART FIRST;              THE NATURE & SCOPE OF MARKETING

                                    CHAPTER # 1

                           THE FIELD OF MARKETING

1. Nature & Scope of Marketing
2. Evolution of Marketing
3. The Marketing Concept
4. Ethics in Marketing
5. Importance of Marketing
   The Global Perspective;
    Who exports which products to the U.S?




                                                                                      1
                              CHAPTER # 2
                     THE DYNAMIC MARKETING ENVIRONMENT


1. Environmental Monitoring
2. External MacroEnvoronment
3. External Microenvironment
4. Organization Internal Environment
   The Global Perspective,
   How competitive do want to be?



PART TWO             IDENTIFYING AND SELECTING MARKETS

                                   CHAPTER # 3

                    CONSUMER MARKETS AND BUYING BEHAVIOR


1. The consumer markets
2. Consumer decision making process
3. Social influences on consumer buying behavior
4. Psychological Influences on consumer buying behavior
5 Situational Influences on Consumer Buying Behavior
   The Global Perspective; is western marketing changing Chinese women?



                                   CHAPTER # 4

                     MARKET SEGMENTATION
             TARGET MARKETING, & PRODUCT POSITIONING

  1. An overview of Market Segmentation and Target Markets
  2. Market Segmentation
  3. Segmenting the Consumer Markets
  4. Segmenting Business Market
  5. Target Market Strategies
  6. Product Positioning
     The Global Perspective; Do Segments Transcend Borders?




                                                                          2
PART THREE                          PRODUCT


                             CHAPTER # 5
                  PRODUCT PLANNING AND DEVELOPMENT

   1.   The meaning of Product
   2.   classifications of Products
   3.   Importance of Product Innovation
   4.   Development of new Products
   5.   New Product Adoption & Diffusion
   6.   Organizing for Product Innovation
        A Global Perspective “Can new Products Ideas Be Found on other Continents”?


                               CHAPTER # 6
                          PRODUCT MIX STRATEGIES

1. Product mix and Product Line
2. Product Mix Strategies
3. Product Life Cycle
4. Planned Obsolescence and fashion
The Global Perspective; How do new fashions make it so quickly from Europe to the
U.S

    PART FOUR                          PRICE



                                  CHAPTER # 7
                              PRICING STRATEGIES


1. What is Price?
2. Price .vs. Non Price Competition
3. Market Entry Strategies
4. Discount & Allowances
5. Geographic Pricing Strategies
6. Special pricing Strategies
7. Importance of Pricing
8. Pricing Objectives
  THE GLOBAL PERSPECTIVE;
  Does the Wal Mart way work around the globe?




                                                                                      3
PART FIVE                            DISTRIBUTION (PLACE)

                                     CHAPTER # 8
                                     RETAILING

1. Nature and Importance of Retailing
2. Retailers Classified by forms of ownership
3. Retailers Classified by Marketing Strategies
4. Non Store Retailing
5. Institutional Changes in Retailing
   THE GLOBAL PERSPECTIVE; “Are All Retailers moving into foreign countries’’

                            CHAPTER # 9
                 WHOLESALING & PHYSICAL DISTRIBUTION

1. Nature and Importance of Wholesaling
2. Merchant Wholesalers
3. Agent wholesaling Middlemen
4. Nature & Importance of Physical Distribution
   THE GLOBAL PERSPECTIVE;            Avon Calling with international ads
   Ethics Track; Covert Advertisements, Advertorials, and other puffing

PART SIX                              PROMOTION


                            CHAPTER # 10
               PERSONAL SELLING AND SALES MANGEMENT

1. Nature of personal selling
2. Changing Patterns in personal Selling
3. The Personal Selling Process
4. Strategic sales Force Management
5. Staffing and Operating a Sales Force
6. Evaluating Sales Person Performance
   THE GLOBAL PERSPECTIVE; Is it possible to have too much of a good thing?


                                     CHAPTER # 11

        ADVERTISING, SALES PROMOTION, & PUBLIC RELATIONS

1. Nature and Scope of advertising



                                                                                4
2. Developing and advertising Campaign
3. Organizing for Advertising
4. Sales Promotion
5. Public Relations
   THE GLOBAL PERSPECTIVE;
   If a global marketing strategy wont work How about global advertising Campaign?


   .

Division of Marks
       Mid-Semester:                                 30
       Final-Semester:                               50
       Research assignments and its presentations:   10
       Quizzes:                                      06
       Attendance:                                   04




                                                      PREPARED BY,
                                                     ADIL ADNAN.
                                                     LECTURER, MARKETING
                                                     IQRA UNIVERSITY,PESHAWAR




                                                                                     5
                        SEMESTER PLAN
SUBJECT: Principles of Marketing              PROGRAM: MBA (Evening)
TEXT BOOK: Marketing                        Authors: Etzel. Walker, Stanton.

                                                        SUPPLEMENTED BY
LECTURE        TOPIC TO BE DISCUSSED
            Chapter Ist ; Field of Marketing
                                                                  Group Discussion
            1 Nature & Scope of Marketing
                                                                  CaseStudy
            2. Evolution of Marketing
    1       3. The Marketing Concept
            4. Ethics in Marketing
            5. Importance of Marketing
               The Global Perspective;
                Who exports which products to the
            U.S?

            CHAPTER # 2
            THE DYNAMIC MARKETING
                                                                  Group Discussion
            ENVIRONMENT
                                                                  Quiz
                                                                  Case Study
    2       1. Environmental Monitoring
            2. External Macro environment
            3. External Microenvironment
            4. Organization Internal Environment
               The Global Perspective,
               How competitive do want to be?




                                                                                      6
    CHAPTER # 3
    THE CONSUMER MARKETS &
                                                 Quiz
    BUYING BEHAVIOR
                                                 Assignment
                                                 Case Study
3   1. The consumer markets
    2. Consumer decision making process
    3. Social influences on consumer buying
    behavior
    4. Psychological Influences on
    consumer buying behavior
    5 Situational Influences on Consumer
    Buying Behavior
       The Global Perspective; Is western
    marketing changing Chinese women?

    CHAPTER # 4 MARKET
4   SEGMENTATION,TARGETING &                     QUIZ
    POSITIONING                                  CASE STUDY
                                                 ASSIGNMENT
    1. An overview of Market
    Segmentation and Target Markets
       2. Market Segmentation
       3. Segmenting the Consumer
    Markets
       4. Segmenting Business Market
       5. Target Market Strategies
       6. Product Positioning

         The Global Perspective;
    Do Segments Transcend Borders?


5
    CHAPTER # 5
                                                 Quiz
                                                 Assignment
    PRODUCT PLANNING &                           Case Study
    DEVELOPMENT

    1. Product mix and Product Line
    2. Product Mix Strategies
    3. Product Life Cycle
    4. Planned Obsolescence and fashion
    The Global Perspective; How do new
    fashions make it so quickly from Europe
    to the U.S?




                                                               7
    CHAPTER # 6
                                                      Quiz
    PRODUCT MIX STRATEGIES
                                                      Presentation
                                                      Case Study
6   1 Product mix and product line
    2 Product mix strategies
    3.product mix expansion
    4. Product mix Contraction
    5.Altering existing Product
    6.Trading Up
    7. Trading down
    8. The Product Life Cycle
    9. Planned Obsolescence and fashion.
    A GLOBAL PERSPECTIVE:
    How do new fashions make it so quickly
    from Europe to U.S?




    .

    CHAPTER # 7
    PRICING STRATEGIES                          QUIZ
    What is Price?                              GROUP DISCUSSION
                                                ASSIGNMENT
    2. Price .vs. Non Price Competition         CASE STUDY
7   3. Market Entry Strategies
    4. Discount & Allowances
    5. Geographic Pricing Strategies
    6. Special pricing Strategies
    7. Importance of Pricing
    8. Pricing Objectives
      THE GLOBAL PERSPECTIVE
    Does the Wal Mart way work around
    the globe?

    PRESENTATIONS OF THE
8   ASSIGNED TOPICS




                                                                      8
     MID TERM EXAMINATION




     CHAPTER # 8
     RETAILING
                                                        Quiz
         1. Nature and importance of
                                                        Case Study
              Retailing
9        2. retailers classified by forms of
              ownership
         3. Retailers classified by Marketing
              Strastegies
         4.     Non Store Reailing
10   5. Institutional changes in Retailing
     A GLOBAL PERSPECTIVE                               Quiz
     ARE ALL RETAILERS MOVINF                           Presentations
     INTO FOREIGN COUNTERIES                            Group
                                                         Discussions
                                                        Assignment

11   CHAPTER # 9                                   QUIZ
     WHOLESALING & PHYSICAL                        CASE STUDY
                                                   PRESENTATION
     DISTRIBUTION

     1. Nature and Importance of
     Wholesaling
     2. Merchant Wholesalers
     3. Agent wholesaling Middlemen
     4. Nature & Importance of Physical
     Distribution
        THE GLOBAL PERSPECTIVE;
     Avon Calling with international ads
        Ethics Track; Covert
     Advertisements, Advertorials, and other
     puffing


     CHAPTER # 10
12   PERSONAL SELLING & SALES
                                                            QUIZ
     MANGEMENT
                                                            GROUP
     1. Nature of personal selling                           DISCUSSION
     2. Changing Patterns in personal Selling               PRESENTAT
     3. The Personal Selling Process                         IONS




                                                                         9
     4. Sales Promotion
13   5. Public Relations                         Quiz
        THE GLOBAL PERSPECTIVE;                  Presentation
                                                 Case Study
        If a global marketing strategy wont      Assignment
     work How about global advertising
     Campaign?




     CHAPTER # 11
     ADVERTISING, SALES
14   PROMOTION, & PUBLIC                         QUIZ
     RELATIONS                                   PRESENTATION
     1. Nature and Scope of advertising          GROUP
     2. Developing and advertising                DISCUSSION
     Campaign
     3. Organizing for Advertising
     4. Sales Promotion
     5. Public Relations
        THE GLOBAL PERSPECTIVE;
        If a global marketing strategy wont
     work How about global advertising
     Campaign?


     PRESENTATIONS OF THE
     ASSIGNED TOPICS


15




                                                                 10
     PRESENTATIONS OF THE
     ASSIGNED TOPICS


16




     FINAL TERM EXAMINATION




                              11

				
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