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DBM1211 PRINCIPLES OF MARKETING I Course Outline

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DBM1211 PRINCIPLES OF MARKETING I Course Outline

Uploaded by

ogeraimmaculate
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SCHOOL OF BUSINESS AND ECONOMICS

DEPARTMENT OF MANAGEMENT

DBM1211 PRINCIPLES OF MARKETING I

COURSE OUTLINE

Pre-requisites: None

Course Purpose: To equip the learner with knowledge of marketing and its application in
business promotion.

Expected Learning Outcomes of the Course: By the end of this course unit, the learners
should be able to: -

i. Explain the marketing concepts and their applications to organizations,


ii. Describe the changing and dynamic contemporary marketing environment,
iii. Identify a comprehensive and innovative, managerial and practical approach to
marketing.

Course Content and Structure

Week 1: Overview of Marketing

• Marketing defined,
• The evolution of marketing,
• Marketing strategy and elements of marketing mix,
• Marketing in the future.

Week 2: Marketing Philosophies

• Production concept,
• Product concept,
• Selling concept,
• Marketing concept,
• Social marketing concept.

Week 3: Marketing Information Systems (Research & Marketing)

• The role of marketing information,


• The marketing research concept,

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• Researching in international markets,
• The ethics of marketing research.

Week 4: The Marketing Environment I

• Analysis of the marketing environment,


• Elements of the marketing environment,
• Ethics and social responsibility in the marketing environment.

Week 5: CAT 1

Week 6 and Week 7: The Marketing Environment II

• Effect of political, economic, social, ecological and technological environment on


marketing,
• Summarize forms of competition that exist in a market, key components of competition,
and the impact of competition on corporate structures,
• Explain the major legislation that ensures competition and regulates the elements of the
marketing mix.

Week 8: CAT II

Week 9: Consumer Behaviour I

• Consumer behaviour and the marketing mix,


• Consumer decision making,
• Influences on consumer decisions.

Week 10: Consumer Behaviour II

• Consumer decision making process,


• Psychological influences affecting consumer behaviour, particularly the purchase
decision process,
• Identify major sociocultural influences on consumer behaviour and their effects on
purchase decisions,
• Recognize how marketers can use knowledge of consumer behaviour to better
understand and influence individual and family purchases.

Week 11: Exams

Week 12: Exams

Learning Methodology: Lectures and tutorials, group discussions, demonstrations,


individual assignments, case studies.

Instructional Materials and Equipment: Projector, textbooks, design catalogues,


computer laboratory, design software, simulators.

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Course Assessment

S/No. Particulars Marks


1. Examination 70%
2. Continuous Assessment Test (CATS) 20%
3. Assignments 10%
Total 100%
Pass Mark 40%

Course Text Books

1. Kotler Philip and Gary Armstrong. (2003). Principles of Marketing. (7th Edition)
Prentice Hall of India
2. Kurtz. (2008). Principles of Marketing. Cengage Learning (Thompson)

Recommended Reference Books

1. Stanton. (1994). Fundamentals of Marketing. (10th Edition), Singapore; Prentice Hall


Inc.
2. Jim Blythe. (2005). Principles and Practice of Marketing. International

Online Resources

There are many other texts and journals that present both the conventional/traditional and
contemporary/modern approach to principles of marketing. These are widely available and
would highly recommend their use.

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