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Principles of Marketing Course Guide

The document provides details about a Principles of Marketing course, including objectives, schedule, topics, readings and assessment methods. It outlines the course code, title, credits, description and objectives. It then lists the weekly topics, assigned readings, teaching methodology and assessment breakdown with weights.

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97 views4 pages

Principles of Marketing Course Guide

The document provides details about a Principles of Marketing course, including objectives, schedule, topics, readings and assessment methods. It outlines the course code, title, credits, description and objectives. It then lists the weekly topics, assigned readings, teaching methodology and assessment breakdown with weights.

Uploaded by

yeshiwasdagnew
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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Course Guide Book:

Principles of Marketing

Program Marketing Management


Course code Mktm2011
Course Title Principles of Marketing
Degree Program BA in Marketing Management
Module Name Fundamentals of Marketing
Module Number 01

Course Chair Office Location


Mobile:
Consultation Hours:
Instructor/Tutor Tesfaye Shiferaw
Office Location :CBE building Room no. 22
Mobile: 0913781065
Consultation Hours:
ECTS Credits (CP) 6
Contact Hours (per Lecture Tutorial Lab/practical Home Study Total
week) 4 7 11
Lecture days, Hours,
and Rooms
Target Student Marketing Management 2nd year students
Year/Semester Year 2 Semester 1
Status of the Course Compulsory

Course Description
This course is primarily designed to provide students with some preliminary insights of marketing
management. It deals with the basic concepts of marketing: marketing management; the role and
importance of marketing department in an organization; the main functions of marketing which include
the product designing, promoting, pricing, and distributing want satisfying products.

Course Objectives
Marketing touches all of our everyday lives. Market oriented thinking is thus a necessity in today’s
competitive world. Hence, this course is designed with the following objectives.
Up on completion of the course, students will be able to:
 To develop the themes of marketing management as a process function and people management
activity with respect to the four strategic elements of marketing its product, pricing strategy, distribution
system and promotional activities.
 To develop the students’ abilities to apply their marketing knowledge and skills in their special field.
 To familiarize students with the concepts and principles of marketing and the significance of different
forces that influence the marketing effort.
Schedules of lecture time, Topics and Reading materials
Week Lecture Topic of the Lecture Reference Materials

1
Hours
Chapter One: Nature and Scope of Marketing
Week 1& 2 8 Hours 1.1. Basic concepts and definitions 1. Philip Kotler,
1.2. Evolution and Philosophies of Marketing Principles,
marketing 11th ed.
1.3. Importance of marketing 2. Kotler, Philip,
1.4. Marketing Tasks Marketing
1.4.1. Building Customer Relationship Management, 10th ed.
1.4.2. Demand Management
Chapter Two: Marketing Environment
Week 3 &4 6 Hours 2.1. Microenvironment 1. Philip Kotler,
2.2. Macro environment Marketing Principles,
11th ed.
2. Kotler, Philip,
Marketing
Management, 10th ed.
Chapter Three: Understanding The Market
Week 4&5 6 Hours 3.1. What is a market? 1. Philip Kotler,
3.2. Types of market Marketing Principles,
3.2.1. Consumer markets 11th ed.
and buying behavior 2. Kotler, Philip,
3.2.2. Organizational Marketing
Markets and Management, 10th ed.
Buying behavior
Week 6&7 8 hours Chapter Four: Market Segmentation, 1. Philip Kotler,
targeting and positioning Marketing Principles,
4.1. Market segmentation 11th ed.
4.2. Targeting 2. Kotler, Philip,
4.3. Positioning Marketing
Management, 10th ed.

Chapter. Five Managing Products


Week 8,9 &10 10 Hours 5.1. Meaning of Product 1. Philip Kotler,
5.2. Classification of products Marketing Principles,
5.3. New products 11th ed.
5.3.1. New product 2. Kotler, Philip,
Development Marketing
5.3.2. Product life cycle Management, 10th ed.
& its management
5.4. Product attributes
5.5. Product mix policies and strategies
5.6. Product branding, packaging, and
labeling
Chapter Six: Pricing Decisions
Week 10,11, &12 10 Hours 6.1. Meaning and significance of pricing 1. Philip Kotler,
6.2. Pricing objectives Marketing Principles,
6.3. Factors affecting pricing decisions 11th ed.

2
5.3. Basic methods of determining price 2. Kotler, Philip,
5.4. Pricing procedure Marketing
5.5. Pricing policies and strategies Management, 10th ed.

Chapter Seven: Promotion


Wee k 13&14 8 Hours 7.1. Meaning and significance of 1. Philip Kotler,
promotion Marketing Principles,
7.2. The promotion mix elements 11th ed.
7.2.1. Advertising 2. Kotler, Philip,
7.2.2. Personal selling Marketing
7.2.3. Sales promotion Management, 10th ed.
7.2.4. PR and publicity
7.2.5. Direct Marketing
Chapter Eight: Distribution
Week 15& 16 8 Hours 8.1. Meaning and importance of 1. Philip Kotler,
distribution Marketing Principles,
8.2. Marketing intermediaries and their 11th ed.
functions 2. Kotler, Philip,
8.3. Channel design and management Marketing
8.4. Factors affecting marketing channel Management, 10th ed.
decisions
Teaching Methodology
The course delivery system will be student centered. The course will be offered through mix of lectures,
case studies, discussions, reading and writing assignments that attach the theory with the real world.
Assessment Methods
Assessment Methods: Assessment types Topics Schedule Weight (%)
st
Continuous 1 Quiz Chapter One &Two 10%
Assessment (50%) Individual Assignment & Chapter Two & Three 10%
Final Exam. (50%) Presentation
1st test Chapter Four 10%
Group assignment & Chapter Five, Six & seven 10%
presentation
2nd Test Six & seven 10%
Final Exam From all chapters 50%
Total 100%
Grading System

References:
1. Kotler, Philip, (2001) Marketing Management: 10th ed. (The Millennium Edition), Prentice-Hall.
2. Kotler, Philip, (1998) Marketing Management: Analysis, Planning, Implementation and Control. 6 th ed.
Hnglewood cliffs, Prentice –Hall.
3. Baker, James, (1990) Marketing: An Introductory Text, 4th ed, London, Macmillan Education Limited.
4. McCarthy, E. Jerome. And William D. Perreault (1987), Jr. Basic Marketing. 9 th ed. Hom Wood, Richard
D. Erwin, Inc.
5. J. Stanton, William. Kenneth E. Miller, and Roger A. Laton. (1985) Fundamentals of Marketing.
6. Jobber, David, (1995) Principles and Practices of Marketing, England, McGrow-Hill Book Company
Europe.

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