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Fundamentals Of Marketing

(MGT-210)

Mr. Abid Saeed(Assistant Professor)

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Students understand the basic concepts,

theories, processes and terminology of

contemporary marketing.

Analyze marketing problems and suggestworkable solutions.

Understand the effects of the marketing

concept on consumers and society.

Develop a consciousness about the

importance of ethics in the marketing discipline.

Course Objectives

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Understand the importance of marketing in

business practices.

Understand the various marketing mix tools:product, pricing, promotion, and distribution.

Recommend and justify an appropriate mix of

such strategies to form a cohesive overallstrategy for a given marketing task or situation.

Learning Outcomes

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Principles of Marketing by Philip Kotler & Gary Armstrong

Fifteenth Edition, Published by Prentice Hall

Marketing Management A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &Mithileshwar Jha, 13th Edition, Published by Pearson

Education, Inc.

Principles and Practices of Marketing by Jobber, D. 4thedition, McGraw Hill International.

Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.

Recommended Books

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My basic teaching philosophy for this course is to

blend the theory and practice of Marketing in a

comfortable, supportive & easy language that

promotes active learning.

Teaching Methodology

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Assessment Criteria

Your assessment & final grades will be based as per University existing rules.

ITEM ASSESSMENT TASK TOTAL MARKS

1 Assignments (4) 10%

2 Quizzes (4) 10%

3Graded Discussion

Topics (4)05%

4 1st Sessional 10%

5 2ndSessional 15%

6 Final Examination 50%

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Course Outline

Marketing: Creating and Capturing Customer Value. Company and Marketing Strategy: Partnering to Build

Customer Relationships.

Analyzing the Marketing Environment.

Managing Marketing Information to Gain Customer

Insights. Consumer Markets and Consumer Buyer Behavior.

Business Markets and Business Buying Behavior. Customer-Driven Marketing Strategy: Creating Value for

Target Customers. Product, Services, and Brands: Building Customer Value. New-Product Development and Product Life-Cycle

Strategies. Understanding and Capturing Customer Value.

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Course Outline...

Pricing Strategies. Marketing Channels: Delivering Customer Value.

Retailing and Wholesaling.

Communicating Customer Value: Integrated Marketing

Communications Strategy.

Advertising and Public Relations. Personal Selling and Sales Promotion.

Direct and Online Marketing: Building Direct Customer

Relationships.

Creating Competitive Advantage. The Global Marketplace.

Sustainable Marketing Social Responsibility and Ethics.

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Marketing:Creating and Capturing

Customer Value

LECTURE-1

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What Is Marketing?

Marketing process

Understanding the Marketplace andCustomer Needs

Topic Outline

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What Is Marketing?

Marketingis a process by which

companies create value for customers

and build strong customer relationships

to capture value from customers in

return.

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MarketingProcess

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States of deprivation

Physicalfood, clothing, warmth, safety

Socialbelonging and affection

Individualknowledge and self-expression

Needs

Form that needs take as they are shaped by cultureand individual personalityWants

Wants backed by buying powerDemands

Customer Needs, Wants, and Demands

Understanding the Marketplace

and Customer Needs

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Understanding the Marketplace

and Customer Needs

Market offerings aresome combination ofproducts, services,

information, orexperiences offered to amarket to satisfy a needor want

Marketing myopia is

focusing only on existingwants and losing sight ofunderlying consumerneeds

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Understanding the Marketplace

and Customer NeedsCustomer Value and Satisfaction

Expectations

Customers Value and

satisfaction

Marketers Set the right level of

expectations

Not too high or low

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Understanding the Marketplace

and Customer Needs

Exchange the act of obtaining a desired

object from someone by offeringsomething in return

Marketing actions try to create, maintain,grow exchange relationships.

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Understanding the Marketplace

and Customer NeedsMarketsare the set of actual andpotential buyers of a product

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Bibliography

Principles of Marketing by Philip Kotler & Gary Armstrong

Fifteenth Edition, Published by Prentice Hall

Marketing Management A South Asian Perspective

by Philip Kotler, Kevin Lane Keller, Abraham Koshy &Mithileshwar Jha, 13th Edition, Published by Pearson

Education, Inc.

Principles and Practices of Marketing by Jobber, D. 4thedition, McGraw Hill International.

Principles of Advertising & IMC by Tom Duncan 2nd

Edition, Published by McGraw-Hill Irwin.

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The End

"Unless you try to do something

beyond what you have alreadymastered, you will never grow."

Ronald E. Osborn