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The Hajvery University Lahore

Course Outline
Marketing of IT Products

Instructor: Usman M. Ghauri


Programme : BCS / MCS

Introduction:

What makes marketing unique? Perhaps it is the blend of people and organizations, science
and art, conscious decisions and blind chances. A marketing student must recognize the
challenges, contro-versies and constraints that marketing professionals encounter.

Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create and exchange that satisfy individual and
organization objectives. Understanding of this definition and its elements will be the focus of
discussion throughout the course.

Objectives:

Following objectives are intended to be achieved at the end of the course:

a) Understanding how organization searches for new marketing opportunities and select
target market.
b) Understand how psychological influence affect consumer behavior and particularly
purchase decision process.
c) Understand firms pricing strategies.
d) Know Branding and promotion concept.
e) Students understanding of marketing and marketing mix elements
f) Know the product, its development stages and positioning.

Course Contents:

• Marketing in a changing World – Key Concepts & Definition.


• Designing Products – Definition, Parts, Classification, Branding, and Packaging.
• Designing Products – New product development process, product life cycle.
• Pricing Products - Factors affecting pricing, New Product – Pricing.
• Pricing Products – Price Setting Approach, Price Adjustment Techniques.
• Placing Products – Advantages, Objectives, and Levels of Placing.
• Promoting Products – Objectives, Promotion mix, Comparison of Media.
• Promoting Products – Case Study
• Promoting Products: Personal Selling and Sales Management
• The Marketing Environment - External & Internal Marketing Environment
• Marketing Research and Information System – Marketing Research Process.

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• Consumer Markets and Consumer Buying Behavior
• Creating Competitive Advantage: Competitor Analysis and Competitive Marketing
Strategies
• Marketing Services, Organization, Persons, Places, and Ideas

Role

a) Instructor’s Role

Course will be covered in the form of discussions, presentations and lectures.

b) Students Role

Students are expected to come prepared for the class discussions and take keen
interest in presentations and re-caps. At the end of the course a comprehensive
project will be prepared on “Marketing” aspects of an organization by the students.

Evaluation Criteria

- Final Term Exam 60%


- Course Project Quiz & Assignments 30%
- Attendance & Class Participation 10%
-------
100%
-------

Books

a) Recommended Text
Marketing Management Philip Kotler

b) Supplementary Reading
Basic Marketing McCarthy/Perreault - 11th Ed
Principles of Marketing Lusch & Lusch - 6th Ed
Marketing Berkowitz Kerin, Rudelius
Marketing Management William J. Stanton 10th Edition

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The Hajvery University Lahore
Course Outline
Marketing of IT Products

Instructor: Usman M. Ghauri


Programme : BCS / MCS

Introduction:

1. What makes marketing unique? Perhaps it is the blend of people and organization,
science and art, conscious decisions and blind chance. A marketing student must
recognize the challenges, controversies and constraints that marketing professionals
encounter.

2. Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchange that satisfy individual and
organization objectives. Assimilation and understanding of this definition and its elements
will be the focus of discussion throughout the course.

Objectives:

Following objectives are intended to be achieved at the end of the course:


.
a) Understanding how organization search for new marketing opportunities and
select target market.
b) Understand how psychological influence affect consumer behavior and
particularly purchase decision process.
c) Understand firms pricing strategies.
d) Know Branding and promotion concept.
e) Students understanding of marketing and marketing mix elements
f) Know the product its development stages and positioning.

Broad Course Description:


1. Basic Marketing Concepts along with definition
2. Product Concepts
3. Price Setting & Marketing
4. Place & Marketing Implications
5. Promotion in 21st Century
6. Marketing Segmentation / Targeting & Positioning
7. Consumer Markets and Consumer Buying Behavior
8. Creating Competitive Advantage: Competitor Analysis and Competitive Marketing
Strategies
9. Marketing Services, Organization, Persons, Places, and Ideas
10. Marketing Research and Information System
11. International Marketing

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Role

a) Instructor’s Role

Course will be covered in the form of discussions, presentations and lectures.

b) Students Role

Students are expected to come prepared for the class discussions and take keen
interest in presentations. At the end of the course a comprehensive project will be
prepared on “Marketing” aspects of an organization by the students.

Evaluation Criteria

- Final Term Exam 70%


- Course Project Quiz & Assignments 20%
- Attendance & Class Participation 10%
-------
100%
-------

Books

a) Recommended Text

Marketing Management Philip Kotler

b) Supplementary Reading

Basic Marketing McCarthy/Perreault - 11th Ed


Principles of Marketing Lusch & Lusch - 6th Ed
Marketing Berkowitz Kerin, Rudelius
Fundamentals of Marketing William J. Stanton 10th Edition

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The Hajvery University Lahore
Course Outline
Core Concepts of Marketing

Instructor: Usman M. Ghauri


Programme : MBIT

Introduction:

What makes marketing unique? Perhaps it is the blend of people and organizations, science
and art, conscious decisions and blind chances. A marketing student must recognize the
challenges, controversies and constraints that marketing professionals encounter. Marketing
is the process of planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services to create exchange that satisfy individual and organizations’
objectives. Assimilation and understanding of this definition and its elements will be the focus
of discussion throughout the course.

Objectives:

Following objectives are intended to be achieved at the end of the course:

a) Understanding how organizations search for new marketing opportunities and


select target market.
b) Understand how psychological influence affect consumer behavior and
particularly purchase decision process.
c) Understand firms pricing strategies.
d) Know Branding and promotion concept.
e) Students understanding of marketing and marketing mix elements
f) Know the product its development stages and positioning.
g) To act as foundation course for advanced level marketing courses.
h) Stitching together the different concepts of marketing and experience the
impact on overall business through case studies.
i) Understanding how competitors affect the company, its products and policies.

Detailed Course Description:

A. INTRODUCTION TO MARKETNIG CONCEPTS

• Need / Want / Market / Transaction / Exchange / 4Ps / Competition / Product


Vs. Service / Quality / Segment / Marketing System / Business / Profits.
• Definition of Marketing based on above concepts.

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• Difference between marketing and selling
• Marketing Management Philosophies
• Role of Marketing in Economic development.

B. PRODUCT

• Product Concept.
• Parts of the Product (Core / Actual / Augmented)
• Product Classification:

• Consumer Product classification


• Industrial Product classification

• Branding and its importance


• Levels of brand familiarity
• Essential of a good branding
• Packaging and its importance
• Parts of Packaging
• Product life cycle
• New product development process

C. PRICE

• Pricing and its importance in marketing


• Internal and external factors affecting pricing
• Basic price setting approaches
• International and export Pricing
• Price adjustment techniques

D. PLACE

• Distribution system defined


• Why distribution is important?
• Channels’ management and dynamics
• Vertical Vs horizontal distribution system

E. PROMOTION

• Promotion and its objectives


• Promotional Mix

• Advertising
• Publicity
• Sales promotion activities
• Personal Selling and Public Relations.

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• Factors to be taken into account in determining promotional mix
• Case Study

F. MARKET SEGMENTATION, TARGETING & POSITIONING

• Concepts of market segmentation


• Essentials of effective market segmentation
• Basis of Segmentation

• Geographic
• Demographic
• Psycho-graphic
• Behavioral segmentation

G. COMPETITORS’ ANALYSIS

• Concept of competition in relation with industry, market etc


• Competitors defined
• Competitors’ Analysis
• Attack and Defence strategies

H. MARKETING A SERVICE BUSINESS

• Services business defined


• Characteristic and differentiation from product business
• Quality and Customer satisfaction issues
• Classification of services business
• System of typical services organization.

I. MARKETNIG RESEARCH

• Marketing Research and its importance


• Types of Marketing Research
• Marketing Research Process

J. CONSUMER BEHAVIOR

• Consumer Behavior defined


• Major factors influencing buying behavior
• The buying process

K. INTERNATIONAL MARKETNIG

• International marketing defined


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• How international marketing is different?
• Ways to enter into international market
• Concepts of product standardization and adaptation

Role

a) Instructor’s Role

Course will be covered in the form of discussions, presentations and lectures.

b) Students Role

Students are expected to come prepared for the class discussions and take keen
interest in class participations. At the end of the course a comprehensive project will
be prepared and presented on “Marketing” aspects of an organization by the students.

Evaluation Criteria

- Final Term Exam 60%


- Course Project Quiz & Assignments 30%
- Attendance & Class Participation 10%
-------
100%
-------

Books

a) Recommended Text

Principles of Marketing Philip Kotler

b) Supplementary Reading

Basic Marketing McCarthy/Perreault


Marketing Lusch & Lusch
Marketing Berkowitz Kerin, Rudelius
Fundamentals of Marketing William J. Stanton

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