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KING SAUD UNIVERSITY COLLEGE OF BUSINESS ADMINSTRATION P.O Box : 165 , Kha !"11#$% K&'()o* o+ Sa,)&a A a-&a .KSA/

COURSE PLAN

BAC0ELOR OF BUSINESS ADMINSTRATION .BBA/ SEMESTER FIFT0 PRINCIPLES OF MARKETING COURSE CODE"MKT %11 C 2)&3 ho, 4: 5

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S,-!2=3: PRINCIPLES OF MARKETING D, a3&o': A,(,43 %11#"D2=2*-2 %11# O'2 S244&o': 51 M&',324 A. LEVEL OF KNOALEDGE REOUIRED:" 1" Some Basic Knowledge in Elementary Level Mathematics. %" Basics Microeconomics and Macroeconomics. 5" Statistical, algebraic and algebra in the Quantities Technique. B. OBCECTIVES:" Th2 O-!2=3&D24 o+ 3h&4 =o, 42 a 2: The course aims at develo ing, s!ills, awareness and also ability required "or rinci les o" Mar!eting. The course is analytical as well as theoretical and the conce ts are em hasi#ed throughout. The ob$ective is that students acquire !nowledge and understanding o" the conce ts and mainstream theories in rinci les o" Mar!eting. %rom this sub$ect students can achieve the conce tion o"& 1" de"ining Mar!eting and the Mar!eting 'rocess. %" (nderstanding the Mar!et lace and consumer. 5" )esigning a customer*)riven Mar!eting Strategy and +ntegrated Mar!eting Mi,. $" +denti"y the basic rinci les o" mar!eting. C. Th2 S7::a-,4:" Pa 3 1: )e"ining Mar!eting and the Mar!eting 'rocess. Pa 3 %: (nderstanding the Mar!et lace and consumer. Pa 3 5: )esigning a customer*)riven Mar!eting Strategy and +ntegrated Mar!eting Mi,. Pa 3 $: E,tending Mar!eting. D. PEDAGOGY:" -* Lectures .* %aculty lead )iscussion /* 'resentation 0* 1ase studies 2* 1lass Test 3* Qui# 4* 5ome 6or!78ssignment 9* Slides :* 8ctivities Co, 42: BBA%11>"1% S2*2432 :53h

E. DETAILED SESSION PLAN OUTS:"

A228 S244&o'
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To6&= 1" MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONS0IP:

6hat +s Mar!eting; Mar!eting )e"ined, the Mar!eting 'roces4. (nderstanding the mar!et lace and customer needs. )esigning a 1ustomer*)riven Mar!eting Strategy 're aring an +ntegrated Mar!eting 'lan and 'rogram Building 1ustomer <elationshi 1a turing =alue "rom 1ustomers The new Mar!eting Landsca e

R2+2 2'=24
-*'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' 0* .9 and study notes rovided by me.

P2)a(o(7
E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

Kotler, "% 'hili ? >ary 8rmstrong, et al @.AA2B 'rinci les o" Mar!eting, 8n 8sian 'ers ective Singa ore, -st .Edition

%" COMPANY AND MARKETING STRATEGY PARTNERING TO BUILD CUSTOMER RELATIONS0IP

1om anywide Strategic 'lanning &)e"ining Mar!eting <ole. 'lanning Mar!eting & artnering to Build 1ustomer <elationshi s. Mar!eting Strategy and the Mar!eting Mi,. Managing the Mar!eting E""ort. Measuring and Managing <eturn on Mar!eting +nvestment.

-*'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' /0*3. and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

.*>aryL Lilien, 8rvind @.AA4B 'rinci les o" Mar!eting Engineering @So"t coverB Tra""ord 'ublishing

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5.T0E MARKETING ENVIRONMENT

The com anyEs Microenvironment The com anyEs Microenvironment The com anyEs Microenvironment <es onding to the Mar!eting Environment . 1om any case.

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' 3.*:. and study notes rovided by me. 'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' :0*-.0 and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

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$"MANAGING MARKETING INFORMATION

8ssessing Mar!eting +n"ormation Ceeds )evelo ing Mar!eting +n"ormation Mar!eting <esearch 8naly#ing Mar!eting +n"ormation )istributing and using Mar!eting +n"ormation Fther Mar!eting +n"ormation consideration 1om any case

Kotler, "% 'hili ? >ary 8rmstrong, et al @.AA2B 'rinci les o" Mar!eting, 8n 8sian 'ers ective Singa ore, -st .Edition

A228 S244&o'
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To6&= 5"CONSUMER MARKETS AND CONSUMER BUYER BE0AVIOR

Model o" consumer behavior 1haracteristics 8""ecting 1onsumer behavior Ty es o" Buying )ecision Behavior The Buyer )ecision 'rocess The Buyer )ecision 'rocess "or Cew 'roducts 1onsumer Behavior 8cross +nternational Borders

R2+2 2'=24
-*'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' -.9*-23 and study notes rovided by me.

P2)a(o(7
E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

% 5

.*>aryL Lilien, 8rvind @.AA4B 'rinci les o" Mar!eting Engineering @So"t coverB Tra""ord 'ublishing

143 M&) T2 * Exa*&'a3&o' .143 MTE/ 6 1 % 5

6"BUSINESS MARKETS AND BUSINESS BUYER

Business Mar!ets Business Buyer Behaviour +nstitutional and >overnment Mar!ets 1om any case

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' -29*-49 and study notes rovided by me. -*'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' -9.*.-/ and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

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?" CUSTOMER BDRIVEN MARKETING STRATEGY :CREATING VALUE FOR TARGET CUSTOMERS
Mar!et Segmentation Mar!et Targeting )i""erentiation and 'ositioning 1om any case

.*>aryL Lilien, 8rvind @.AA4B 'rinci les o" Mar!eting Engineering @So"t coverB Tra""ord 'ublishing

>

>" PRODUCT SERIVES AND BRANDING STRATEGY

6hat is roduct; 'roduct and service )ecisions Branding Strategy &Building strong Brands Services Mar!eting 1om any case

-*'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' 0* .9 and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

.*>aryL Lilien, 8rvind @.AA4B

'rinci les o" Mar!eting Engineering @So"t coverB Tra""ord 'ublishing

#"NEA PRODUCT DEVELOPMENT AND PRODUCT LIFE BCYCLE STRATEGIES

Cew* roduct )evelo ment Strategy The Cew* roduct )evelo ment 'rocess Managing Cew G'roduct )evelo ment 'roduct Li"e G1ycle strategies 8dditional 'roduct and Service consideration 1om any case

% 5

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' .2A*.49 and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

Kotler, "% 'hili ? >ary 8rmstrong, et al @.AA2B 'rinci les o" Mar!eting, 8n 8sian 'ers ective Singa ore, -st .Edition

%') M&) T2 * Exa*&'a3&o' .%') MTE/

A228 S244&o'

To6&=

R2+2 2'=24

P2)a(o(7

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11"PRICING PRODUCTS :UNDERSTANDING AND CAPTURING CUSTOMER VALUE,AND PRICING STRATEGIES

6hat +s a rice ; %actors to consider when Setting 'rice s Cew*'roduct 'ricing Strategies 'roduct Mi, 'ricing Strategies 'rice G8d$ustment Strategies 'rice 1hanges 'ublic 'olicy and 'ricing

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' .9.*/.4 and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

11"PRICING PRODUCTS :PRICING STRATEGY :

Cew G'roduct 'ricing Strategies 'roduct Mi, 'ricing Strategies 'romotional 'ricing >eogra hical 'ricing <es onding to 'rice 1hanges 'ricing 8cross 1hannel Levels <eviewing the conce ts

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1%"MARKETING C0ANNELS AND SUPPLY C0AIN MANAGEMENT

Su ly 1hain and the =alue )elivery Cetwor! The Cature and +m ortance o" Mar!eting 1hannels 1hannel Behavior and Frgani#ation 1hannel )esign )ecisions 1hannel Management )ecisions 'ublic 'olicy and )istribution )ecision Mar!eting Logistics and Su ly 1hain Management 1om any 1ase

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' //.*/3A and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

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1% 1

15"RETAILING AND A0OLESALING

<etailing 6holesaling

1$"COMMUNICATING CUSTOMER VALUE :INTEGRATED MARKETING COMMUNICATIONS STRATEGY

The 'romotion Mi, 8 view o" the 1ommunication 'rocess Ste s in )evelo ing E""ective communication Setting the total 'romotion Budget and Mi, socially <es onsible Mar!eting 1ommunication

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' /30*0-9 and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

A228 S244&o'

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R2+2 2'=24

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15"ADVERTISING AND PUBLIC RELATIONS

8dvertising 'ublic <elations

'rinci les o" Mar!eting 'hili Kotler* >ary 8rmstrong '' 0.0*039 and study notes rovided by me.

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16"PERSONAL SELLING AND SALES PROMOTION

'ersonal Selling Managing the Sales %orce Su ervising and motivating Sales eo le The 'ersonal Selling 'rocess Sales 'romotion

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

1$ 1

1?"DIRECT AND ONLINE MARKETING BUILDING DIRECT CUSTOMER RELATIONS0IPS

The Cew )irect GMar!eting Model >rowth and Bene"its o" )irect Mar!eting 1ustomer )atabase and )irect Mar!eting %orms o" )irect Mar!eting Fnline Mar!eting +ntegrated )irect Mar!eting 'ublic 'olicy +ssues in )irect Mar!eting

'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' 049*24A and study notes rovided by me.

E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study

1>"CREATING COMPETITIVE

ADVANTAGE
1om etitive 8nalysis 1om etitive Strategies Balancing 1ustomer and 1om etitor Frientation

1#"T0E GLOBAL MARKETPLACE

>lobal Mar!et lace Today )eciding 6hether to go >lobal )eciding on the >lobal Mar!eting 'rogram The >lobal Mar!eting Frgani#ation

%1"MARKETING ET0ICS AND SOCIAL RESPONSIBILITY

Social 1riticisms o" Mar!eting 1iti#en and 'ublic 8ctions to <egulate Mar!eting GBusiness 8ctions Toward Socially <es onsible Mar!eting. To3a: S244&o'4G B $% E') T2 * Exa*&'a3&o' .ETE/

G ONE SESSION B 51 M&',324

F. EVALUATION CRITERIA: Co'3&',o,4 EDa:,a3&o'

D24= &63&o' -. +nternal E,amination .. Mid Semester E,amination @-st H .ndB /. End Semester E,am Ma 84 0A Mar!s -A Mar!s each MTE 0A Mar!s S=h2),:2 )etailed below 8"ter 2th 6ee! -st MTE and a"ter :th wee! .nd MTE 8"ter com lete the -0th 6ee! class

G. INTERNAL EHAMINATION:"
M&'&*,* 3h 22 =o*6o'2'34 o,3 o+ 3h2 +o::o9&'( 9&:: -2 ,42) .To3a: $1 Ma 84/ aB 1lass Tests bB Seminar 'resentation cB Mini 'ro$ect dB 5ome 8ssignment eB 6or!sho "B Qui# gB 8ttendances

0. SUGGESTED READINGS:"
No 1. %. 5. $. 5. T&3:2 'rinci les o" Mar!eting Engineering @So"t coverB %undamentals o" Business to Business sales and Mar!eting 'rinci les o" Mar!eting 'rinci les o" Mar!eting& 8n 8sian 'ers ective 'rinci les F" Mar!eting A,3ho >aryL Lilien, 8rvind IF5C M. 1FE Kotler ,8dam, Brown H 8rmstrong& 8ctiv boo! Kotler, 'hili ? >ary 8rmstrong, et al Kurt# ) L P,-:&4h2 Tra""ord 'ublishing @May .AA4B Mc >raw 5ill 'E8<SFC E)(18T+FC 8(, .9.-A.A2 Singa ore, -st Edition .AA2 %li !art.com Bangal ore * Karnata!a, +ndia

I. FURT0ER READING
8cademy o" Mar!eting Science <eview 8sian Iournal o" Mar!eting Euro ean Iournal o" Mar!eting +nternational Iournal o" 8dvertising
+nternational Iournal o" +nternet Mar!eting and 8dvertising

+nternational Mar!eting <eview +nternational <eview on 'ublic and Con 'ro"it Mar!eting
Iournal o" Business*to*Business Mar!eting

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Iournal o" 1onsumer Mar!eting Iournal o" )atabase Mar!eting and 1ustomer Strategy Management Iournal o" >lobal Mar!eting Iournal o" +nteractive Mar!eting Iournal o" +nternational Mar!eting Iournal o" +nternet Mar!eting Iournal o" Mar!eting Iournal o" <elationshi Mar!eting

C. INSTRUCTIONS:"
aB 8ll students will be divided in grou s com rising o" / to 2 @"acultyJs o tionB students in each. bB Students are e, ected to read the concerned sessionJs contents in advance be"ore coming to the class. cB The session will be made interactive through active artici ation "rom students. The entire session will be conducted through question*answer, discussion, current ractices, e,am les, roblem solving, activities and resentations etc. dB +n the case study session all students are e, ected to re are their analysis and answers7decisions in their res ective grou s. 8ny grou may be as!ed to resent their views and de"end the same. eB Students may be as!ed to re are a to ic out o" the syllabi and teach a given to ic on a given day. "B 8ll schedules7announcements must be strictly adhered to.