Lahore University of Management Sciences

MKTG 201 Principles of Marketing

Spring Semester 2015
Instructor
Room No.
Office Hours
Email
Telephone
Secretary/TA
TA Office Hours
Course URL (if any)

Sarah Suneel Sarfraz

421
TBA
Sarah.sarfraz@lums.edu.pk
TBA
TBA
TBA
suraj.lums.edu.pk

COURSE BASICS
Credit Hours
Lecture(s)
Recitation/Lab (per week)
Tutorial (per week)

3
Nbr of Lec(s) Per Week
Nbr of Lec(s) Per Week
Nbr of Lec(s) Per Week

Duration
Duration
Duration

75

COURSE DISTRIBUTION
Core
Elective
Open for Student Category
Close for Student Category

Yes
Sophomore, juniors, seniors
Freshmen

COURSE DESCRIPTION
This course aims to introduce fundamental concepts related to consumption marketplace (eg. Market types, competitive
landscape) and marketing tools (eg. STP, marketing mix). Through this course, students will learn to apply marketing related
theoretical knowledge to analyze existing marketplace problems and propose solutions. This course will enhance students
problem solving and decision making abilities towards Marketing related issues using customer-centric approach.
The course covers the following modules:
Module 1: Marketing Fundamentals
Module 2: Markets and Environment
Module 3: Customer-Driven Marketing Strategy and Marketing Mix Decisions
Module 4: Marketing Practices and Ethics

COURSE PREREQUISITE(S)

None

COURSE LEARNING OBJECTIVES

Lahore University of Management Sciences

The course is designed to give students a broad overview of marketing principles by giving them an opportunity
to think marketing and to critically observe marketing landscape around them.. Specifically, it aims to help
students:
1. Understand why marketing is important
2. Develop and indepth understanding of fundamental marketing concepts, strategies and tools
3. Develop an analytical approach for marketing issues in the local landscape

LEARNING OUTCOMES

Successful completion of the course means students are able to;

1. Understand the relevance of marketing to practical situations
2. Critically analyze marketing problems and suggest relevant workable solutions
1. Develop new marketing ideas relevant to local culture.

UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES

General Learning Goals & Objectives
Goal 1 Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational
context.
Goal 3 Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management
context.
Goal 5 Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.
Major Specific Learning Goals & Objectives
Goal 7 (a) Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including
application to real world situations (Including subject knowledge).
Goal 7 (b) Understanding the science behind the decision-making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate
decision-support tools, interpret results and make meaningful recommendations to support the decision-maker
Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.

PROGRAM LEARNING GOALS AND

OBJECTIVES

COURSE LEARNING OBJECTIVES

COURSE ASSESSMENT ITEM

Goal 1 Effective Written and Oral

Communication

Oral: Students are supposed to actively

participate in the class and deliver
professional oral presentation.
Written: Students submit two different
reports that involve substantial level of
writing

Class Participation and Projects

Goal 2 Ethical Understanding and

Reasoning

Lahore University of Management Sciences

Ethical considerations will specifically be
discussed in some sessions (i.e. 1, 18,19,
20, and 23)

Quizzes and Exam

Students polish this skills via developing

new product launch program and by
conducting research report product
category analysis
N/A

Projects

The course lays strong emphasis on team

work by getting them involved in two
different projects

Projects

Goal 6 Understanding Organizational

Ecosystems

Few sessions are dedicated to understand

the role of marketing in organizational
ecosystems (i.e. 1, 2, 6, 21, and 22)

Quizzes, Exam

Goal 7 (a) Discipline Specific Knowledge

and Understanding

Exhaustive coverage of important

marketing topics

Class participation, Quizzes, Exams

Goal 7 (b) Understanding the science

behind the decision-making process

This course focuses on how decision

marketing decision making takes places in
different type of markets (7, 8, and 9) and
how different marketing tools influence
these decision makers.

Class participation, Quizzes and Exam

Goal 3 Analytical Thinking and Problem

Solving Skills
Goal 4 Application of Information
Technology
Goal 5 Teamwork in Diverse and
Multicultural Environments

GRADING BREAKUP AND POLICY

Assignment(s): 10%
Quiz(s): 20% (4 announced quizzes with n-1 format, missing quiz will be considered as the lowest grade, no make up quizzes!
Class Participation: 15%
Attendance: 5%
Project: 20%
Final Examination: 30%

EXAMINATION DETAIL
Midterm
Exam

Final Exam

No

Yes
Combined
Duration: 2.5 hours
Exam Specifications: TBA

COURSE OVERVIEW
LECTURE

Lahore University of Management Sciences

TOPICS

RECOMMENDED
READINGS

OBJECTIVES/
APPLICATION

Module 1: Marketing Fundamentals

Course Introduction & Defining

Marketing

Chapter 1

Chapter 2

Developing a Marketing department

Chapter 2

Marketing Strategy and Marketing Mix

overview

Introduction to the course and

Marketing (CLO # 2)
Understanding the value addition that
a functional marketing department
can add to organizational dynamics
(CLO # 2, 4)
A brief holistic introduction to
marketing elements which will
subsequently be discussed in detail.
(CLO # 2,3)

Quiz 1

Module 2: Markets and Environment

Analyzing the Marketing Environment

Marketing Information and Customer

Insights

Chapter 3

Chapter 4

Analyzing micro and macro (PLEST

analysis) environments (CLO # 1)
Understanding how to listen to
customers voice (CLO # 1,2,3)

Introduction to consumer
consumption marketplace (CLO # 1)
7

Consumer Markets

Consumer Buying Behavior

Business Buyer Behavior

10

Chapter 5

Understanding Consumer power. (CLO

# 1,2, 4)

Chapter 5
Chapter 6
Quiz 2

Module 3: Customer-Driven Marketing Strategy and Marketing Mix Decisions

Industrial markets (B2B Markets) (CLO

# 1, 2)

Lahore University of Management Sciences

11

12

Customer-Driven Marketing Strategy

Chapter 7

Introducing STP (Segmentation,

Targeting and Positioning) (CLO # 2, 3)

Products and Services

Chapter 8

To understand what are

products/services and their relations
to consumer needs (CLO # 2, 3)

Product Strategies

Chapter 9

To understand the role of Test

Marketing for new production and the
evolution of strategy over a Product
Life Cycle (CLO # 2, 3)

Pricing Strategies

Chapter 10

Introduction to important pricing

concepts (CLO # 2, 3)

Pricing Strategies

Chapter 11

To understand how pricing decisions

are adapted to situations (CLO # 2, 3)

13

14

15
16

Quiz 3
Chapter 12

Introducing distribution (CLO # 2, 3)

17

Market Channels

18

IMC: Promotion Mix

Chapter 14

Introducing promotion (CLO # 2, 3)

19

IMC: Advertising & PR

Chapter 15

To understand the most familiar IMC

tool i.e. advertising (CLO # 2, 3)

20

IMC: Personal Selling & Sales

Promotion

Chapter 16

To understand what are sales function

and how they function differently
from marketing (CLO # 2, 3)

Chapter 13

Quiz 4

21

(CLO # 2, 3, 4)

Module 4: Marketing Practices and Ethics

22

Creating Competitive Advantage

Chapter 18

To understand how competitive

pressures changes market situations
and often force taking tough decisions
(CLO # 1, 2, 4)

23

Social Responsibility and Ethics

Chapter 20

To appreciate that long term

marketing is not without ethical
considerations(CLO # 2, 4)

Lahore University of Management Sciences

24

25, 26, 27,

28

Quiz 5
(CLO # 2, 4)

Class Choice and Presentations

(CLO # 2, 3)

TEXTBOOK(S)/SUPPLEMENTARY READINGS
The instructor will use the following text book in the class:
Kotler, P., Armstrong, G., Agnihotri, P.Y. and Haque E. (2010). Principles of Marketing A South Asian Perspective, 13th
edition, ISBN: 978-0-13-607941-5