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FACULTY OF MANAGEMENT SCIENCES

Lahore Business School

MKT3211 - Principles of MarketingCourse Handbook

Summer Semester 2013

THE UNIVERSITY OF LAHORE

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Table of Content

1 COURSE STAFF AND CONTACT DETAILS........................................................................................2

2 COURSE DETAILS AND SCHEDULE ..................................................................................................2

2.1 TEACHING TIMESAND LOCATIONS........................................................................................................2

2.2 UNITSOF CREDIT....................................................................................................................................2

2.3 COURSE SCHEDULE.................................................................................................................................3

3 COURSE AIMS AND OUTCOMES.........................................................................................................3

3.1 LEARNING OUTCOMES............................................................................................................................3

4 COURSE RESOURCES.............................................................................................................................4

4.1 COMPULSORY READING MATERIAL.......................................................................................................44.2 RECOMMENDED READING......................................................................................................................4

1 Course Staff and Contact Details

Course Instructor:

Shafaq Naeem

Email: shafaqnaeem@lbs.uol.edu.pk

Contact outside of consultation and class times:

If you have general question about the course, please send an email. Specific questions are best

dealt with during the lecture or consultation time.

The course instructor will endeavor to respond to enquiries promptly. However, keep in mind that

the course instructor may be teaching other classes or working on research project when you

make an enquiry, and therefore there may be a delay in getting back to you. In particular, email

correspondence will be dealt with periodically once every couple of days, not 24/7.

2 Course Details and Schedule

2.1 Teaching Times and Locations

Tuesday , Thursday (08:30 AM to 10:30 AM)

2.2 Units of Credit

This course is worth 3 credit hours.

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2.3 Course Schedule

Assessment & Evaluation:

Case studies participation 50 %

Final Term 50 %

Total: 100 %

3 Course Aims and Outcomes

This course will give a detailed introduction about the marketing and basic principles ofmarketing. The students will be given detailed introduction to the subject by the help of practical

life examples and case studies.

By the end of this semester students will be able to identify with the marketing techniques used

by the organizations to market and sell their products in the local and international market

The term project will help the students use their creativity and implement the theoretical

knowledge practically so they can have the first hand experience of a marketer.

3.1 Learning Outcomes

At the end of this course students will be able to understand:

i. The role of a marketing manager in todays dynamic worldii. Critically examine and evaluate the marketing activities of organizations

iii. Asses the availability of all types of marketing techniques

iv. Implementation of theoretical work in real life

Week Contents Activities

1 Introduction to marketing, Creating and

capturing customer value

Case study Build-A-Bear

2 Company and marketing strategy Case study Trap Ease America

3 Analyzing the marketing environment Case study Prius

4Products , services, brands

5 Pricing strategies Case study Nintendo

6 Consumer markets and consumer buying

behavior

Case Study - Boeing

7 Integrated marketing communications

strategies

Case Study

8 Case study presentation, Final

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4 Course Resources

4.1 Compulsory Reading Material

Principles of marketing Philip kotler south asian perspective 13 th edition

4.2 Recommended Reading

Case studies

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