Department of Economics

G.C. University, Lahore.

Course Outline
Marketing and Business Development
For
MS Entrepreneurship and SME Management

Instructor Muhammad Rizwan Saleem sandhu

Email rizeem@hotmail.com
Contact No. 03016437377
Visiting Hours Every Tuesday 5:30 PM to 6:00 PM

Career Focus

This course targets technical and business-minded students aiming at a professional or

entrepreneurial career. However, in the light of having a better business career, the
importance of a good working experience cannot be ignored.

Course Description

This course is designed to allow the students to experience in-depth concepts and their
broader application in marketing and business development. In the entire course,
instructor will discuss a variety of marketing concepts, methods, and strategic issues
facing start-up companies. Ideas learnt will be supported by extensive discussion on real-
life examples drawn from instructor’s knowledge and experiences.

Learning Outcome

1. Realize and ingrain fundamental concepts, models, and framework of business

organizations, marketing operation and its rationale of creating both stakeholder
and business value.

2. Identify and understand marketing issues, opportunities and major constraints

facing entrepreneurs.

3. Insight into gaining a competitive advantage with marketing strategies given

limited marketing resources.

4. Conceptual and written skills in developing a marketing and sales plan along with
the power to sell and convince the investors/audience.

Teaching Philosophy - Tying Together: Theory and Practice

It is often said that “nothing replaces a good theory”. Theories are simplified versions of
reality, they are meaningfully organized and act like words of wisdom--What’s
 going on? Why is it happening? How is it working? As humans, we ordinarily use
theories to rationalize our actions. These theories, on one hand, may be objective,
empirically verified, logical/rational, formally structured frameworks and on the
other hand they may be subjective, ad-hoc, intuition-based, biased, inconsistent or
disconnected thoughts.

In the academic environment, we prefer and promote standard, formal theories that have
empirical and rational/logical basis. The idea is to make the art of practice more
informed. It takes us to an understanding that three important elements must be
connected for a sound observation, analysis, conclusion and decision-making
which involves:

Theoretical/conceptual framework (technical knowledge and practical skills)

Contextual experience
Critical thinking and common sense arguments (tying together innovative thinking and
logical/rational approach) for success and sustainability.

Course Strategy:

As the course is meant to prepare for wider knowledge in the international scenario of
business strategy, the syllabus covers a combination of core concepts and skill-
building approaches. Textbook chapters will be beefed up with cases for better
comprehension.

Syllabus:

Session Topic Book Case Assignment Due:

Chapter Discussions
No.
1 Marketing and Groups Formation
Entrepreneurship
2 Understanding
Business
Development
3 The Marketing Ch 1 Resumes
Orientation and
Process
4 Marketing and Ch 2 Project Proposal Sheet: Project
Business Concept
Development
Strategy
5 Ch 2 Case Study

6 The Marketing Ch 3 Finalization of Project Concept

Environment
7 Marketing Ch 4
Research,
Information
8 Consumer Buying Ch 5 Case Study

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 Behavior and
Decision-Making
Process
9 Business Buying Ch 6
Behavior and
Decision-Making
Process
10 Market Ch 7 Case Study 1. Current Marketing Situation
Identification and (Research –based):
Development: i. Market Description
Segmenting, ii. Product Review
Targeting and iii. Competitive Review
Positioning iv. Distribution Review
11 Ch 7

12 Branding Ch 8 Case Study

Approaches
13 Competitive Ch 17 2. SWOT Analysis:
Advantage and its i. Strengths
Dynamics ii. Weaknesses
iii. Opportunities
iv. Threats
14 Ch 17 Case Study

15 Product Ch 9 3. Objectives and Issues:

Development i. First-year Objectives
i. Second-year Objectives
ii. Critical Issues

16 The Pricing Ch 10
Mechanism

17 Mid-Term Examination 4. Marketing Strategy:

18 Target Market
Competitive Strategy
Positioning Approach
Product Strategy
19 Pricing Strategies Ch 11

20 Distribution and Channel Ch 12 Case Study v. Pricing Strategy

Management

21 Retailing and Ch 13
Wholesaling Management
22 Integrated Marketing Ch 14 vi. Sales Force and Distribution
Communications (IMC) Channel Strategy
23 Advertising, Sales Ch 15
Promotion and Public
Relations
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24 Personal Selling and Ch 16 Case Study vii. Marketing Communications
Direct Marketing Strategy (Advertising,
Promotion, Public Relations)
25 Marketing in the Digital Ch 18 viii. Marketing Research
Society 5. Action Programs (1-Year)

26 Marketing in the Global Ch 19 Case Study 6. Budget, Financial Analysis

Village and Projections

27 Ethics and Social Ch 20 7. Marketing Organizational

Responsibility Issues in Structure and Operations
Marketing 8. Risks and Contingencies
9. Controls
28 Project Presentations -1: 15-minute scheduled Marketing, Sales and Business
time per group; extra time for question-answer Devpt Plan – Comprehensive
session Write-up Submission
29 Project Presentations- 2 Marketing, Sales and Business
Devpt Plan – Comprehensive
Write-up Submission
30 Final Examination

Note:
1. Case Discussions: Prepare questions at the end of each case in the textbook.
Each group will be marked according to quality of the answer. Class participation
is important to nourish argumentative skills and conceptual absorption.

2. Project Approval: The instructor will have a final go-ahead on a particular

project. In case of two groups with similar project themes, final decision will be
made by the instructor.

3. Project: Choose either a hypothetical business venture or a real-life company,

and build upon a marketing operational plan. Identify marketing objectives and
issues of critical nature that may have not been identified earlier or simply
ignored. Build a thorough marketing plan conforming company’s overall business
strategy, goals, and policies.

4. Final Marketing, Sales and Business Development Report – A comprehensive

report of no less than 15 pages (Times Roman, 12 font, 1 ½ line space) is
expected at the day of project presentation. Improve upon the shortcomings in
assignments as identified in evaluation and discussions, review and edit for the
final report. Understand the following and incorporate in your report assignment.

a. Any marketing research conducted shall be documented and considered as

part of the plan and listed in Appendix of the report.
b. The report quantity should be balanced with proper focus on all
constituent sections.

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 c. Don’t elaborate the external environment beyond what is necessary.
Remember, this project is not designed for a complete business plan.
Rather, focus on key marketing issues and approaches to address them.

d. Key evaluation criteria include punctuality in assignment submission,

identification of marketing issues, quality of strategy and approach,
diversity of group ideas -- drawn from unique capabilities and interests of
members, rigorous analysis and logical arguments leading to sound
marketing judgment and decision.
e. Bullet points are fine in certain cases, but excessive use makes a sloppy
impression. Formatting in a formal, report style leads to a professional
impact.

5. Assignments: The homework assignments will be considered as draft part of the

marketing plan. The instructor will discuss their pros and cons, to be improved for
the final report. Negative marketing will take place in case of failure of
submission of assignments in time.

6. Final Examination: Includes textbook chapters covered primarily after the mid-
term exam. However, important chapters before mid-term may also be included
and shall be informed to students before time. Both exams are descriptive in
nature, requiring elaborative thoughts.

Distribution of Marks:

Item Percentage
Final Exam 50 %
Mid-term Exam 25 %
Semester Work (includes class quizzes, 25%
assignments etc.)

Course Material
• Required Reading: Principles of Marketing (South Asian Perspective), Philip
Kotler, Gary Armstrong; 13th Edition
• Research Articles shared with students from time to time