Course Title: Principles of Course Credit:

Marketing-II Course No: MKT-221 03 Total Marks:

Clock Hours: 45 100

Rationale: ​This course considers the basic concepts of Principles of Marketing, the
various activities necessary for marketing planning, the beginning of marketing
activities to be conducted by a firm, and relevant issues on strategy and marketing
management relevant to expanded global operations. O ​ bjectives: ​At the end of the
course, the student should: a. Understand the basic principles, theories, concepts and
dynamics of Marketing. b. Apply these principles and tools in case analysis and to
practical business decision-making situations. c. Integrate the concepts/techniques
learned through application in the preparation of a comprehensive marketing plan. d.
Appreciate and learn more about Marketing as a career.

Learning
Outcomes:
a. ​Develop customer relationships and value through
marketing. b. Link marketing and corporate strategies. c. Scan
the marketing environment. d. Discuss ethics and social
responsibility in marketing. e. Recognize organizational
markets and buyer behavior. f. List ways to reach global
markets. g. Turn marketing information into action. h. Define
personal selling and sales management. i. Implement
interactive and multichannel marketing. At the end of the
course students should be able to-
a. Identify the elements to be analyzed when firms do an internal control of their
record. b. Recognize the factors to be considered when analyzing a firm’s
marketing environment,
especially who the competition is and might be in the future. c. Appreciate the
efforts that some enterprises make in terms of green marketing and
corporate social responsibility. d. Distinguish between segmenting, targeting and
positioning and their relation to a
company’s strategy choices and value propositions. e. Identify the elements of the
Marketing Mix. f. Appreciate the differences between Products and Services and
Products with Service
components—including the B2B and B2C perspectives. g. Recognize and justify
the use of different pricing approaches and strategies. h. Differentiate between
 logistics and material management. i. Use the tools available in an integrated
marketing communications program to create a successful campaign to either
launch a product/service or enhance the sales volume of an already existing offer.
j. ​Improve their job interview skills after enhancing their vocabulary with many
useful and
common words relevant to the world of
business.
Course r
Contents: Content
s
Unit/
Chapte

01 Developing the Marketing Mix: ​Products, Pricing Considerations and

Approaches. Pricing Strategies, Distribution Channels and Logistics Management
Retailing and Wholesaling Integrated Marketing Communications Strategy,
Advertising, Sales, Promotion and Public Relations, Personal Selling and Sales
Management, Direct and online Marketing Model. ​02 Managing Marketing:
Competitive Strategies, Attracting, Retaining, and Growing Customers, the Global
Marketplace, Marketing and Social Responsibility and marketing Ethics.

Text Book: ​1. Principles of Marketing, Philip Kotler& Gary

Armstrong, Prentice-Hall.

Reference Books: ​1. Fundamentals of Marketing,

W.J.Stanton, McGraw-Hill. 2. Essentials of Marketing,
E.J.McCarthy&W.D.Perreault, Irwin.

Teaching
Strategies:
▪ Lecture
▪ Discussion
▪ Presentation