Principles of Marketing
Course Code: BBA 212
Credit Hour: 3
Course Group: Core Courses
Marketing: Creating and Capturing Customer Value: What is marketing – understanding the marketplace and customer needs – designing a customer-driven marketing strategy – preparing an integrated marking plan & program – building customer relationships – capturing value from customers
Company and Marketing Strategy: companywide strategic planning – planning marketing – marketing strategy and the marketing mix – managing the marketing effort.
Analyzing the marketing environment: the company’s microenvironment & macro environment.
Consumer markets and consumer buyer behavior: model of consumer behavior – characteristics affecting consumer behavior – types of buying decision behavior – the buyer decision process – the buyer decision process for new products.
Customer-driven marketing strategy: market segmentation – market targeting – differentiation & positioning Product & Service: definition – product and service decisions – branding strategy – service marketing – new product development process – product life cycle strategy
Price: definition – factors to consider when setting price – new product pricing strategy – product mix pricing strategies – price adjustment strategies.
Marketing Channels: supply chains and the value delivery network – nature and importance – channel behavior & organization.
Retailing & Wholesaling: Types of Retailers - Retailer Marketing Decisions – Types of Wholesalers – Wholesaler Marketing Decisions.
Communicating Customer Value: The Promotion Mix – Integrated Marketing Communication – Steps in developing effective marketing communication – setting the total promotion budget and mix.
Advertising and Public Relations: Setting advertising objectives – Developing advertising strategy – the role and impact of public relations – major public relation tools.
Personal selling and sales promotion: The nature of Personal Selling – The role of the sales force – Recruiting and selecting salespeople – training salespeople – compensating salespeople – supervising & motivating – the personal selling process – sales promotion.
Creating competitive advantage: competitor analysis – competitive strategies
Text Book:
Philip Kotler & Gary Armstrong, Principles of Marketing, Prentice-Hall. (Latest Edition)
Reference Books:
W.J. Stanton, Fundamentals of Marketing, McGraw Hill. E.J. McCarthy & W.D & Perreault, Essentials of Marketing, Irwin.