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Iqra University

EDP Course Code: 011008061 & 011008115

PRINCIPLES OF MARKETING

Program Study Guide

Academic Session Fall 2010

BBA-H & MBA Program

Department of Business Supervision

1

Advantages

In this course, students develop a critical admiration of the basic concepts and techniques of promoting. The study course develops principles and expertise necessary for marketing decision-making and illustrates just how various decision-making tools connect with actual business situations. The goal of this course should be to develop a disciplined process to get addressing advertising issues and problems in a number of settings, and to give students the tools and background required to think through marketing problems.

The course increases knowledge and understanding of promoting concepts and terminology which will form the base for advanced coursework and practice in business. Delivery Methods/ Learning Activities

In class address, class discussion posts, assignments, example analysis and group jobs.

Course Facilitator:

Ms. Sidra Farooq

There is also a considerable reading(s) to do to support the wide-ranging scope of this module. An array of key readings is given for every session. Bear in mind! this is students' one of the primary responsibilities to read these materials to create their learning. Should you have any kind of courserelated inquiries, do not be reluctant to email.

Assessment (Marks distribution):

At least five activities (quizzes & assignments) = 25%

Term survey (in APA format) = 10%

Mid-term examination = 30%

Final Examination = 35%

(Total = 100%)

2

MODULE CONTENTS

Approved Books

1- Principles of promoting (12th edition)

By Kotler & Armstrong

2- Advertising (14th edition)

By Etzel, Walker & Stanton

Course Outline

Session#1

Definition and few basic concepts of promoting, evolution of marketing

Session #2

CLV, buyer equity, promoting process, CRM

Session #3

The advertising environment: tiny and macro environments

Treatment #4

Client markets and consumer purchaser behavior

Session #5

Organization markets and business customer behavior

Session #6

Mass marketing and market segmentation

Session #7

Marketplace, market setting and product differentiation

Period #8

Midterm Exam

Treatment #9

Marketing mix, item and item strategies

Session #10 Branding and brand strategies

Program #11 PLC, NPD, packaging and marking

Session #12 Pricing and pricing approaches

Session #13 Promotion, IMC, Promotional strategies

Session #14 Tools and techniques of promotion

Session #15 Supply chain, advertising channels, stations conflicts Period #16 Selling and wholesaling

3

FORMAT OF LESSONS AND BASIC READINGS

(Students will find spiel slides of the sessions upon teachers' temp folder)

Program # you: Definition and few fundamental concepts of marketing, evolution of marketing Key readings (in conjunction with lecture slides)

Marketing: Controlling profitable customer relationships (chapter 1 of Principles of Marketing by Kotler & Armstrong).

Case Study: Even more about Trader Joe's (related with advancement of marketing will probably be discussed in the class)

Character & range of marketing (chapter 1 of Marketing by Etzel, Walker & Stanton) Program # two: CLV, Client Equity, Advertising Process, CUSTOMER RELATIONSHIP MANAGEMENT

Key blood pressure measurements (in conjunction with lecture slides)

Marketing: Controlling profitable buyer relationships (chapter 1 of Principles of promoting by Kotler & Armstrong).

Case Study: related with CLV will be discussed in the class) Mother nature & scope of marketing (chapter 1 of promoting by Etzel, Walker & Stanton) Program # several: The advertising environment: tiny and macro environments Important readings (in addition to address slides)

The marketing environment (chapter 3 of Principles of Marketing simply by Kotler & Armstrong). Case Study: McDonald's environment's scanning will probably be discussed in the class. The Dynamic Advertising Environment (chapter 2 of Marketing by Etzel, Walker & Stanton) Period # 5: Consumer...

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