M 301 Principles of Marketing

BBA Program
Spring 2013

Institute of Business
Ad ministr ation (IB A)
Universi t y of Dh aka

General Information
Instructor:
Class:
Class Room:
Sections:
Faculty Office:
E-mail:
Consultation:

Dr. Syed Ferhat Anwar

Sundays and Wednesdays, 11:30-12:45 (SEC-A) & 14:15-15:30 (SEC-B)
Room 322 (SEC-A) & Room 323 (SEC-B)
A&B
Room 305
ferhat@iba-du.edu
Sundays & Wednesdays (10:00 to 17:00)

Introduction
The supreme importance attached to the "marketing concept" is an effort towards recognizing and
satisfying the customers' needs and wants by all types of organization. In other words, the marketing
concept is an orientation to business that starts with consumers and integrates marketing into every other
organizational function. From this point of view, a primary task of marketing is to develop and maintain a
customer base for the business. Principles of Marketing introduces you to the essentials of marketing
(key concepts, conceptual framework, and future marketing orientation) critical to managing profitable
customer relationships in todays dynamic and connected environment.
Several forces are transforming the structure and content of the marketing managers job. As a profession,
marketing is still evolving. It is no longer based primarily on conceptual sales led content. Marketing
today constitutes data, models, analyses, and computer simulations along with the emotional settings of
the surroundings and packaged with brand promise that is expected to be met. The new marketing
paradigm focuses on sustainable growth that necessitates that all within the organization focus on
marketing as both a business function and a business orientation as suggested first by Alfred Sloan.
Later, Peter Ferdinand Drucker, the greatest management thinker of the last century, came up with the
famous quotation, There is only one valid definition of business purpose: to create customer. He also
made a very profound observation that has been lost in the sands of time, he said, "Because the purpose of
business is to create a customer, the business enterprise has two--and only two--basic functions:
marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is
the distinguishing, unique function of the business."
If you look around yoursel, you will be amazed to find that marketing is everywhere in our economy, and
thus, it touches each and every one of us, irrespective of age, personality, job, etc. In addition, it touches
all sectors be it dealing in either public, private, merit, or free goods. At the same time, marketers rely on
sales forces for product ideas, consumers on price setting, and distributors for warehousing of goods

produced, etc. Each of these activities is a marketing based decision. Thus, all these marketing decisions
are dependent on the principles that you will learn in this course.
Following are the course goals are:
1. To introduce marketing concepts that stress upon ethical marketing and CSR
2. To describe the concepts of needs, wants, demand, market and marketing
3. To elaborate upon the consumer behavior process and model and expound the concept and
importance of consumer insight
4. To outline the elements of marketing analysis that aid in analyzing situation such as customer
analysis, company analysis and competitor analysis.
5. To outline the process of positioning based on segmentation and targeting.
6. To familiarize you with the elements of the marketing mix goods & services (four + concept)

Format
Classroom activity will consist of lectures, class discussions and in-class exercises based on the assigned
conceptual and classical readings. Lectures will refer to, but not review, all material in the textbook. You
will be expected to come to class having read all assigned readings (chapters, and articles) and ready to
share and discuss.

Basic Text
1. Philip Kotler, Gary Armstrong and Peggy Cunningham: Principles of Marketing, 14th Edition,
Pearson. 2012
2. Additional reading materials will be provided as books, notes and slides.

Study Units
There are sixteen (16) study units in the course. These are:
1. Introduction to marketing
2. Marketing environment, marketing ethics and CSR
3. Market segmentation, targeting and positioning
4. Marketing research and analytical models
5. Conceptual understanding of Global mix of marketing 10 Ps
6. Positioning as the key to consumer mapping
7. Product life cycle, new product development, and brand creation
8. Pricing as the key to determining demand
9. Physical distribution as the connecting point of transfer
10. Promotion as the key to IMC
11. Packaging in ensuring product movement and merchandising
12. People the ultimate creator of promise and delivery
13. Process in creating productivity of services
14. Physical Evidence in enhancement of image merchandizing and outlook
15. Planet in long term sustainable business model building
16. Global market place and Bangladesh

Evaluation Scheme
Mini Tests (4 tests x 10)
Final Exam
Mini Assignments (5 projects x 6)

40%
30%
30%

Grading policy of the university will be followed where letter grades will be assigned against
performance. Grading will be based on class performance rather than fixed scores. Thus a relative grading
policy is proposed.
Mini Tests (40%): There will be a total of four mini tests. These will be closed book and will comprise of
concepts being taught in the earlier chapters. Thus each will cover 25% of the texts being covered. The
basic format will include MCQ and T/F type of questions requiring logical explanations. Each exam will
be of 15 minutes durtion. Please expect a mini test after study units 4, 8, 12, and finally 16.
Final Exam (30%): There will be a closed-book final exam at the end of the semester in which material
from lectures, assigned readings/handouts, and the textbook will be covered. The exams will test your
understanding of the course material and your ability to apply the concepts learned.
Make-up exams will not be given. Students who are unable to take a test should contact me ahead of
time (if possible) and provide a note from the doctor or other appropriate authority to explain the reason. I
will contact the medical institution to confirm. Provided that this is done, the weight of the missed test
could be transferred to the final exam.
Doctors notes should clearly state that the student was incapable of taking the test. Just saying that the
student was seen by a doctor is not enough.
Mini Assignments (30%): A total of 5 mini assignments in the form of article or book review will be
provided. The students will be required to analyze the article and the book and submit in writing the
findings. The analysis will require the student to critically analyze the subject and present the findings
along with the rationale within 250-500 words. No time extensions will be permitted on these
assignments. Assignments may be submitted by email or hard copy. The assignments will be in be
undertaken in groups of 3 or 4 students.
Please note, to ensure that individual marks accurately reflect each team members contribution; you will
be required to complete a peer evaluation sheet which will be a part of the final exam. Peer evaluation
criteria and assessment sheets will be distributed during the final eaxm.

How to Get the Most from this Course

You should understand right from the onset that the contents of the course are to be worked at and
understood step by step and not to be read like a novel.
The foundation of your understanding strats in your class. Be HERE; plan to attend every session. If you
have to miss class on a particular day, it is your responsibility to get the notes from a classmate. While
each session will build on the assigned readings, each one may introduce a substantial amount of new
material not covered in the readings.

Clarify from me, I am at your disposal and please do not forget to ask questions. Lest you forget, there
is no right or wrong questionin learning. The second step forward is to make best use of group
discussion, debate with your group members and seek clarification from me if in doubt. The third step is
to read a unit quickly in order to see the general run of the contents and then to re-read it carefully,
making sure that the contents are understood step by step. You should be prepared at this stage to spend a
much longer quality time on some units that may look difficult. A paper and pencil are necessary. Ensure
that you make necessary notes and summaries where necessary for future reference. Last but not the least,
try to relate the concept with the real life issues in marketing.

Student Ethics
Student Satisfaction: In many ways, the offering of a university course represents an application of the
principles. An exchange relationship is involved between the student, on one hand, and the university and
faculty member, on the other. As students, you have the right to expect that you have received good value
from this relationship that you have learned a great deal, that you have enjoyed the learning process, and
that you have been treated fairly. I will endeavor to deliver the highest possible level of student
satisfaction.
Professionalism: Professionalism is essential to success in business. A professional businessperson is
competent, knowledgeable, prepared, courteous, and respectful to both peers and customers. A
professional atmosphere in the classroom promotes a positive learning environment. Professionalism
requires each of us to: attend all classes, arrive on time, employ basic courtesy and manners at all times
and to all class members (even when discussions get heated), refrain from disruptive comments or
behavior, and honor commitments to other class members.
Honesty: Members of the university community are expected to adhere to very high standards of honesty.
Breaches of these standards cannot be tolerated, as they insult the integrity of each of us. Academic
offences include, but are not limited to: Cheating on examinations, assignments, or any other tests;
Impersonating another student or allowing oneself to be impersonated for purposes of taking an exam or
carrying out an assignment; Plagiarism; Theft of examination papers or other material; Use and/or
distribution of material that has been improperly obtained; Submitting false information; Submitting work
for one course, which has been or is being submitted for another course without express permission to do
so.
I assume that everyone is honest; unless and until dishonest behavior occurs. If that unfortunate situation
does occur, I will invoke the procedures concerning Academic Misconduct as considered appropriate.
Be advised that I shall not accept ignorance of regulations and guidelines as an excuse. No student
should tolerate or feel it necessary to tolerate academic dishonesty by other students.

Welcome to the World of Marketing

I Wish you a Successful and Knowledge Filling Semester