PRINCIPLES OF MARKETING

Course Objectives:
The aim of this course is to introduce the nature and basic concepts of marketing,expose them to applications of marketing principles in the real world, and equip them with the skills to develop a simple marketing plan. This course develops an essential foundation for those planning to continue with more advanced marketing coursework and gives an overview to those who will take only one marketing course.

Course Description :
This is an introductory course about marketing in organizations and is a prerequisite to all other marketing courses. It provides concepts, problems and opportunities in marketing within its competitive, political-legal, economic, social and global environments. The course is a study of the major elements in the marketing mix, including product planning, pricing, channel and logistics of dispersion, and promotion. The main topics include social responsibility and ethics, marketing research, consumer and business-to-business segmentation and positioning and strategic marketing planning. The course also reviews consumer demand, as well as principles, functions, basic problems of marketing.

Course Outline:
•  Comparison of Sales versus Marketing
•  The Organization Chart for various types of organizations.
•  The role of the sales department within different types of organizations (small, medium, large as well as service, manufacturing, trading, etc)
•  The role of the marketing department within different types of organizations
•  Working knowledge of how to apply the key frameworks and tools for analyzing customers, competition, marketing positioning, and marketing strengths and weaknesses.
•  Define market segmentation ; Various Types
•  Analyze Marketing Mix: Identify the stages of the product life cycle; components of industrial and consumer markets
•  Introduction to Marketing Planning and Marketing Campaigns
•  Introduction to Marketing Channels (Advertising, Direct Marketing, Public Relations such as Sponsorships, Social Events, etc)
•  Introduction to Desk Top Publishing packages (such as Photoshop), Multimedia Presentations (such as PowerPoint or Animator) and bulk email servers (such as Desk Top Server)
•  Introduction to Customer Relationship Management (concepts and use of a popular CRM package such as Seibel)
•  Identify the strategies of effective pricing.

Learning Outcomes:
After completing the course the student should be able to:

1. Differentiate between sales and marketing
2. Appreciate the need for marketing planning.
3. Describe the variables, techniques, and the processes used to segment markets.
4. Develop Product and Pricing Strategy; types of marketing channels; Distribution and Promotion Strategies.
5. Describe and integrate the relationships among the elements of the marketing mix.
6. Demonstrate basic level skills in using electronic publishing, multimedia and email software packages as means of advertising.

Skills to be developed:
This course helps students in developing the following skills:
•  Communication (Oral & written) Through Assignments, Case Study discussions and Examinations
•  Analytical Through Case studies and examinations
•  Team Work Through Case studies
•  Creative Thinking Through Case studies, assignments, classroom
discussions
•  Adaptability to Change Through Case studies, and examinations
•  Ethics Through lectures and assignments
•  Use of Information Technology Through use of PCs, Internet, CD-ROM, Statistical
data base in the library
•  International issues Through Case studies, assignments, classroom
discussions, and examinations

Evaluating Student Performance:
Class participation and attendance 10%
Individual assignments /or/ Tests (two) 40%
Mid-term examination 20%
Project Presentation (Final) 30%

Grading:
Percentage Score Letter Grade GPA Points Percentage Score Letter Grade GPA Points
90 – 100 A 4.0 70 - 74 C 2.0
85 - 89 B+ 3.5 65 - 69 D+ 1.5
80 - 84 B 3.0 60 - 64 D 1.0
75 - 79 C+ 2,5 < 60 F 0.0

Educational Resources: 

Course Schedule & Outline;
Sixteen Week Semester, 3 hrs/Wk