Principles of Marketing
BBA | Fourth Semester
BBA-BI | Fifth Semester
BBA-TT | BCIS | Sixth Semester
Pokhara University | PU
Course Title: Principles of Marketing
Course code: MKT 241
Credit hours: 3
This is the foundation course on marketing. It aims to build students’ understanding of the marketing process and principles. Through this course, students also acquire skills to design marketing strategies of SMEs.
This course focuses on operation of the marketing function in a dynamic and competitive environment. It deals comprehensively on issues of emerging marketing practices and challenges, the dynamics of the marketplace, and designing of marketing mix. The course includes topics that help students to understand marketing process and environment, information systems and buyer behavior, segmentation, targeting, and positioning strategies, and strategies related to marketing mix variables.
By the end of this course, students should be able to:
• describe the tasks of marketing management in the modern organizations;
• understand the development of the marketing philosophies and their relevance in the contemporary business world;
• identify the challenges faced by marketers in the 21st century;
• identify the micro and macro environmental forces that determine the success of marketing efforts;
• examine the role of marketing information system in designing marketing strategies;
• understand the buying process and influencing factors related to individual consumer and organizations;
• design basic strategies related to market segmentation, targeting, and product positioning;
• analyze the strategies related to marketing mix variables.
Unit I: Marketing and Marketing Environment 12 hours
Introduction to Marketing and Marketing Management: Meaning of marketing; Evolution of the Marketing philosophies (marketing concepts); Basic principles of the marketing concept and holistic marketing concept. Meaning and tasks of marketing management.
Marketing in the Contemporary World: Marketing challenges of the 21st century and firms’ responses to the challenges; Concept, relevance and practices of relationship marketing, green marketing, e-marketing, pyramid (C2C) marketing and rural marketing.
Marketing Mix: Components of the marketing mix for products and services.
Marketing Environment: Meaning and scope of marketing environment; Micro environment variables, and Macro environment variables; Reactive and proactive marketing. Marketing environment in Nepal.
Unit II: Marketing Information System and Buyer Behavior 10 hours
Marketing Information System: Concept and relevance; Components of the marketing information system; Marketing research areas and process.
Buyer Behavior: Organizational buyer behavior – Buying process and influencing factors. Consumer behavior – buying process and influencing factors. Consumer movement and consumer protection.
Unit III: Segmentation, Targeting and Positioning Strategies 4 hours
Segmentation: Concept, process and requirements; levels of segmentation; bases for segmenting consumer and organizational markets.
Targeting: Segment evaluation, analysis and selection.
Positioning: Concept and types of positioning; product positioning process.
Unit IV: Product, Pricing, Distribution and Promotion Strategies 22 hours
Product: Concept and levels of the product; product classifications; Product life cycle stages and strategies; New product development process; Branding strategies – branding objectives, types of brand, and concept of brand equity; Packaging: functions and levels of packaging; essentials of a good package; Product line and mix strategies; Service product strategies: service marketing concept, characteristics of services and marketing strategies; management of people, physical evidences, and process.
Pricing: Concept of price and pricing; Importance of pricing; Internal and external price factors; Pricing approaches – cost-based, demand-based, value-based and competition-based approaches; New product pricing; price lining, price adjustments, initiating and responding to price changes.
Distribution: Concept and objectives; Channel functions; Channel designs for consumer and industrial products; Channel selection factors; Channel conflicts and their resolution. Marketing logistics: Concept, nature and objectives; major logistics functions – transportation, warehousing, inventory management, order processing, and customer services decisions.
Promotion: Concept; Marketing communication process and systems; promotion mix components; promotion mix determination factors. Advertising: Nature and objectives; Advertising budgeting approaches; Adverting message design factors; Advertising media selection factors. Personal Selling: Nature and relevance of personal selling; Types of personal selling. Sales Promotions: Nature and objectives; Sales promotion tools and techniques. Public Relations: Nature and objectives; tools of public relations. Direct marketing: Concept and relevance; Methods of direct marketing.
Kotler, Philip, Gary Armstrong, Prafulla Agnihotri and Ehsan ul Haque. Principles of Marketing: South Asian Perspective. New Delhi: Prentice Hall of India.
Baines, Paul, Chris Fill and Kelly Page. Essentials of Marketing. New Delhi: Oxford University Press.
Koirala, K.D. Principles of Marketing: Kathmandu: Buddha Academic Publications.
Kamarulzaman, Yusniza and Nor Khalidah Abu. Principles of Marketing: New Delhi: Oxford University Press.