U N I V E R S I T Y o f B O T S W A N A

F A C U L T Y o f B U S I N E S S
D E P A R T M E N T o f M A R K E T I N G

MKT100; PRINCIPLES OF MARKETING; COURSE OUTLINE

Academic year: 2010-11 (second semester)
Course Objectives, and expected outcomes

This is an introductory course aimed at introducing students to the basic principles of marketing. By the
end of this course students should be able to: -
1. Identify the central role that marketing plays in our day-to-day life.
2. Explain the central role that marketing plays in guiding other organizational functions to the needs
and wants of the customer
3. Demonstrate how marketing strategies are developed and implemented from the time a product is
idea is generated up to the time it is consumed by customers
4. Discuss the key issues facing marketers in the new millennium and how to adopt to changes

Topic
• Introduction to Marketing
1. Marketing: An overview
2. Marketing Definition(S)
3. Marketing: Core Concepts
• Marketing Management Orientations
1. Production Orientation
2. Product Orientation
3. Selling Orientation
4. Marketing Orientation
5. Societal Orientation
6. Differences between Selling & Marketing
• Marketing Environment
1. Micro environment
2. Macro environment
• Buyer Behaviour
1. Consumer Buyer behaviour & its influences
2. Organisational buyer behaviour & its influences
• Introduction to Marketing Strategy
1. Marketing Mix Elements or 4Ps
• Product
1. Product levels
2. Products classifications
3. New product development
4. Product life cycle
• Pricing
1. Factors influencing pricing strategies
2. Traditional pricing methods
3. New product pricing
4.
• Promotion
1. Promotion mix
2. Advertising
3. Personal selling
4. Sales promotion
5. Public relation
6. Direct Marketing

1
 • Place (Distribution)
1. Nature of distribution channels
2. Functions of distribution channels.
3. Channel design decisions
4. Channel behavior & managements
• Market Segmentation, Targeting & Positioning
1. Definition & rationale
2. Criteria for effective segmentation
3. Segmentation variables/bases
• Targeting
1. Definition
2. Evaluating market segments
3. Selecting target market segments
4. Choosing a targeting strategy
• Differentiation & Positioning
1. Identifying a set of differentiating variables
2. Choosing the right competitive variables
3. Selecting the overall value proposition
4. Communicating & delivering the value
5. Marketing of services
1. Definition of Services
2. Characteristics of services
3. Developing marketing strategy for services
• Marketing Information System
1. M.I.S
2. Need for MIS
3. Marketing Research
4. Marketing Intelligence
• Global Market Place
1. International Marketing Environment
2. Product distribution Strategies
Test 1: 24th February, 2011. Room& Time to be announced
TEST2: 14th April, 2011. Room & Time to be announced

Assessment: 40% continuous assessment constituting of two pieces of work. 60% final examination
Recommended Text Book: Kotler P : & Armstrong G Principles of Marketing : Global Edition: 13th
Ed.Prentice Hall 2010

Supplementary Text Book: Jobber D : Principles & Practice of Marketing. 6th Ed : McGraw-Hill, 2010

Numerous Marketing Texts and journals in the library can also be used.
D. Amanze A.N. Ifezue G. Themba
Office: Block 245/234 Tel: xx2243Office: Block Office: Block 245/026 :Ext 2980
Ext 4449. 245/224. Email: Email: themba@mopipi.ub.bw
Email:donatus.amanze@mopipi.ub.bw ifezue@moipi.ub.bw Consulting hours: Friday 1400-
Consulting hours: To be anounced in class Consulting hours: To be 1600
announced in class