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Course Outline
Marketing of IT Products
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:
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:
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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
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
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
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:
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Role
a) Instructor’s Role
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
Books
a) Recommended Text
b) Supplementary Reading
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The Hajvery University Lahore
Course Outline
Core Concepts of Marketing
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:
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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:
C. PRICE
D. PLACE
E. PROMOTION
• 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
• Geographic
• Demographic
• Psycho-graphic
• Behavioral segmentation
G. COMPETITORS’ ANALYSIS
I. MARKETNIG RESEARCH
J. CONSUMER BEHAVIOR
K. INTERNATIONAL MARKETNIG
Role
a) Instructor’s Role
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
Books
a) Recommended Text
b) Supplementary Reading
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