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Principle of Marketing Course Outline

This document provides an overview of a Principles of Marketing course offered at East Africa College. The 3 credit course, taught by Natnael Tilahun, introduces basic marketing concepts and principles. It covers topics such as the marketing environment, marketing research, consumer and organizational buying behavior, the marketing mix (product, price, place, promotion), and market segmentation, targeting, and positioning. The course objectives are for students to understand marketing concepts and principles, apply marketing thinking to target markets, and develop a marketing program considering market forces. The course will be taught over 15 chapters covering these fundamental marketing topics.

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194 views2 pages

Principle of Marketing Course Outline

This document provides an overview of a Principles of Marketing course offered at East Africa College. The 3 credit course, taught by Natnael Tilahun, introduces basic marketing concepts and principles. It covers topics such as the marketing environment, marketing research, consumer and organizational buying behavior, the marketing mix (product, price, place, promotion), and market segmentation, targeting, and positioning. The course objectives are for students to understand marketing concepts and principles, apply marketing thinking to target markets, and develop a marketing program considering market forces. The course will be taught over 15 chapters covering these fundamental marketing topics.

Uploaded by

yonas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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East Africa College

Faculty of Business and Economics


Course Title: Principles of Marketing
Course no.: MGT 210
Credit hours: 3
Instructor name: Natnael Tilahun (MBA, MA)
Course Description:
Basic concepts and definitions of marketing; analysis of variables; affecting demand; buying
decision process; market segmentation and targeting; market research and forecasting as the
basis of planning; the marketing-mix variables; the scope and role of marketing research in the
development and implementation of marketing programs.
Course objectives:
By the end of this course, students will be able to:

$ Identify the concepts and principles of marketing, the marketing environment,


marketing research, and information systems
$ Apply marketing thinking in the analysis and selection of target markets in both the
individual and organizational consumer
$ Develop a marketing program, the different forces operating in the market and the
significance of each of these forces.

Chapter 1 Definition and Background


1.1. Marketing definition
1.2. Marketing management
1.3. Marketing management philosophies

Chapter 2 The Marketing Environment


2.1. The Marco environment
2.2. The Micro environment

Chapter 3 Marketing Information Systems and Marketing Research


3.1. The Marketing Information System
3.2. Marketing Intelligence System
3.3. The Market Research Process
Chapter 4 Market segmentation, Targeting, and Positioning
4.1 Market segmentation
4.2. Market targeting
4.3. Market positioning

Chapter 5 Consumer and Organizational Buying Behavior


5.1. Consumer buying behavior
5.1. Buying Decision Process
5.3. Major factors influencing consumer behavior
5.4. Nature of organizational buying behavior
Chapter 6 The Product
6.1. Product planning and development
6.2. Product Mix strategies
6.3. Brands, Packaging, and other product features
Chapter 7 The Price
7.1. Price determination
7.2. Pricing strategies and policies
Chapter 8 Distribution
8.1 Managing channels of distribution
8.2 Wholesale and retail
8.3 Management of physical distribution
Chapter 9 Promotion
9.1 The promotional Mix
9.2 Advertising
9.3. Management of personal selling
9.4. Sales promotion
9.5 Public relation and publicity
Reference

Philip Kotler (1999), Principles of Marketing, Prentice hall of India private limited

Stanton. J. William, (1991). Fundamentals of Marketing, McGraw Hill Inc, 1

Baker, Michael J, (1991). Marketing an Introductory. 5th Edition, McMillan Education.

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