Program: BBA 2nd Introduction to Marketing Department of

Spring- 2020 Credit Hours : 3(3-0) Management Sciences.,

Course Outline Course Code: MGT-351 BIMS
Junaid Ahmad Kayani

COURSE DESCRIPTION AND OBJECTIVES:

This course is designed to introduce foundations of marketing as they relate to the whole business
enterprise. This course will focus on developing an understanding of key marketing concepts. The
objective of this course, specifically, is to enhance the conceptual knowledge of marketing as
applicable to decision making process with a focus on tactical marketing mix decisions.
Further it will provide the student with a comprehensive framework to evaluate marketing
decisions and to create successful marketing initiatives. The course, will therefore, provide an
understanding of the principles of marketing in relation to the product and services including the
planning process, organizing the marketing functions, implementing the marketing decisions keeping
in mind the ethical, legal and societal consideration.
This course will also help to apply marketing concepts to complex and realistic business
management environments. It deals primarily with an analysis of concepts and theories behind
marketing as well as the analytical procedures, techniques, and models of when and how to market
products. The course addresses strategic issues such as:
 What business should we be in?
 What is our competitive advantage?
 What opportunities and threats do we face?
 What are our marketing strategic alternatives?
 How should our marketing resources be allocated?
 What are our marketing strengths and weaknesses?
 What are our long term objectives and alternatives?

LEARNING OUTCOMES:
1. Understand an organization’s mission, use the product life cycle, situational analysis,
environmental scanning, and sustainable competitive advantage to correctly identify viable
market segments.
2. Use applied market research and elements of the market planning process to create a
marketing plan.
3. Develop a market research plan and conduct basic research using primary and secondary
sources.
4. Understand the marketplace and the consumers.
5. Understand the elements in marketing mix and their application in marketing decisions.
6. Outline the functions of marketing communication.
7. Discuss social responsibility and ethics in marketing.
8. Understand the importance of customer relationship in marketing and the creation of customer
value.

ASSESSMENT AND EVALUATION HOURS TO CONSULT YOUR INSTRUCTOR

Quizzes 06% Students can contact in case of any query
Class Participation 02% through email/ Mobile Phone/ Whatsapp
Class Project (s) 05% during following timings;
Assignments 07%
Mid Term 30 % Friday: 10:00am to 11:30am
Final Term 50 % Saturday: 10:00am to 1:00pm

CLASS PROJECT DETAILS (Group Project – 5 Members in each group)

 Project 1 (Before Mid-Term): Select a company to analyse its core objectives, Mission &
Vision, Portfolio Analysis using BCG-Matrix, Preparing Strategies for Growth and
Downsizing and SWOT analysis concluding the Current business position.
 Project 2 (Before Final Exam): Launching the new brand (Product/Service) applying basic
Marketing Strategies STPD, 4Ps and Brading.
Learnings from Projects: Students will learn the practical importance of marketing strategies. They
will learn how to launch the brands and how to apply marketing techniques in real time scenario.

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 Program: BBA 2nd Introduction to Marketing Department of
Spring- 2020 Credit Hours : 3(3-0) Management Sciences.,
Course Outline Course Code: MGT-351 BIMS
Junaid Ahmad Kayani

RECOMMENDED TEXT BOOK:

1. Principles of Marketing 13th Edition, A South Asian Perspective By: Philip Kotler, Gary
Armstrong, Prafulla Y. Agnihotri and Ehsan ul Haque
2. Principles of Marketing (Global Ed.) By: Philip Kotler, Gary Armstrong
3. Basics Marketing, (Latest Edition) By: Jerome McCarthy & William, D. Pareanth,

INSTRUCTOR’S INFORMATION:

Mr. Junaid Ahmad Kayani

Email: Junaid@bims.edu.pk
Mobile: +92-320-0514251
Course @ LMS:
https://canvas.instructure.com/enroll/CHXL3C

CLASS TIMINGS:
Section A
Tuesday: 1:00PM to 2:15PM
Wednesday: 11:30AM to 12:45PM
Section B
Tuesday: 11:30AM to 12:45PM
Wednesday: 1:00PM to 2:15PM

DETAILED COURSE CONTENTS

Session Chapter Headings

1 Marketing in a changing World: Creating Customer Value and Satisfaction
What is Marketing, Marketing Process, Marketing Management.
2 Marketing Management Philosophies, and Marketing Challenges in the New “Connected”
Millennium.
3 Company & Marketing Strategy: Building Customer Relationships
Strategic Planning, Marketing Mix Decisions
4 Managing Marketing Efforts, Measuring Return on Marketing investment.
5 Marketing Management Challenges
6 The Marketing Environment
The Company’s Microenvironment
7 Macro-environment, Responding to the Marketing Environment.
8 Marketing Research & Information Systems
The Marketing Information System (MIS)
9 The Marketing Research Process.
10 Consumer Markets & Consumer Buyer Behavior
Model of Consumer Behavior, Types of Buying decision Behavior,

11 The Buyer Decision Process.

12 Business Markets and Business Buyer Behavior

13 Market segmentation, Targeting and Positioning for Competitive Advantage

Market segmentation, Market targeting
14 Positioning for Competitive Advantage.
15 Product & Services Strategy.
What is Product, Product Classifications, Individual Product Decisions,
16 Product line decisions, Product mix –decisions.
17 New-Product Development and Product Life Cycle strategies
New Product development

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 Program: BBA 2nd Introduction to Marketing Department of
Spring- 2020 Credit Hours : 3(3-0) Management Sciences.,
Course Outline Course Code: MGT-351 BIMS
Junaid Ahmad Kayani

18 Product life cycle strategies.

19 Pricing Products: Pricing Considerations and Approaches
Introduction of Pricing strategies
20 Factors to consider when setting Prices, General Pricing Approaches.
21 Pricing Products: Pricing Strategies
New- Product Pricing strategies,
22 Product Mix pricing strategies, Price Adjustment strategies.
23 Distribution Channels and Logistics Management
The Nature of Distribution Channels, Channel behavior and Organization,
24 Channel design decision and Channel Management decisions
25 Integrated Marketing Communication Strategy
The Marketing Communication Mix, A view of the communication Process,

26 Setting the total Promotion Budget and Mix.

27 Advertising, Sales Promotion and Public Relations
Advertising 5 M’s
28 Sales Promotion and Public Relations
29 Personal Selling and Sales Management
The role of personal selling, Managing Sales force,

30 Principles of Personal Selling.

31-32 Project Presentations

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