Principles of Marketing
Lecture-1
About the Instructor
Dr. Rana Muhammad Shahid Yaqub
PhD Marketing
[Link] Marketing
MBA Marketing
Serving IUB From 2005
Served in SECP from 2003-2005
Also Served Various National and Multinational
Firms (Coca Cola , P&G), Stok Master Securities As
Regional Marketing Manager.
Remained Sales Trainer of State life & Jubilee
insurance.
Broad Area of Interest : Consumer Behavior and
CRM
Specific Area : Digital Marketing, Retention& Win-
Back Strategies, Web-rooming & Subliminal
Advertising
Introduction to the Course
Marketing is a dynamic and an exciting field and a key tool in confronting the
challenges enterprises is facing at home and abroad. People often confuse
marketing with advertising and sales. In this course you will learn about the "real"
nature and scope of marketing of which advertising and sales are simply two
facets.
You will be introduced to other aspects of marketing, such as:1) Marketing
Strategy, 2) Promotion, 3) Market Planning, 4) Distribution, 5) Industrial
Marketing, 6) Retailing and Wholesaling, 7) Target Marketing, 8) Market
Segmentation, 9) Services Marketing, 10) Digital Marketing and 11)
Pricing.
You will also learn about the strategic importance of marketing to an enterprise,
whether it be a profit oriented business firm (e.g., Burger King or British Airlines)
or non-profit organization (e.g., the Department of Agriculture-a government
agency, Shoukat Khanam Cancer Hospital-a hospital, The islamia university-an
educational establishment, or USAID-charity/development organization).
Perhaps most important of all, you will learn that the fundamental asset of a
corporation is its customers. Hence, the supreme importance of the "marketing
concept" is an attempt to identify and satisfy its customers' needs and wants. In
other words, the marketing concept is a corporate orientation to business that
starts with consumers and integrates marketing into every other corporate
function. From this point of view, a primary task of marketing is to develop and
maintain a market orientation perspective in the firm.
LEARNING OBJECTIVES
Number CLOs Level of learning
Establish a foundation of the C-1
CLO1 marketing discipline including
terminology, concepts, and principles.
CLO2 Describe the role of marketing in C-2
society and in an economic system.
CLO3 Enable the students to describe the C-2
role of marketing in a firm and the
relationships between marketing and
the other functional areas of business
(e.g., accounting, finance, MIS,
management)
CLO4 Understanding and recognizing the C-2
significance of consumer/market
research in devising marketing plans
in groups or teams.
Helps students develop critical C-4
CLO5 thinking skills that can be applied to
marketing situations.
Develop a “hands-on” knowledge and C-5
CLO6 feeling of what practicing marketing
means and involves.
Combinations
PLOs CLOs Focus
PLO1: Moral and Ethical CLO2: Describe the role of marketing in society and in an Case studies
Reasoning economic system. Seminars
PLO2: CLO5: Helps students develop critical thinking skills that can be Group Project
Critical/ applied to marketing situations. Case studies
Analytical/Problem
Solving /Decision
Making Skills
PLO3: Communication CLO3: Enable the students to describe the role of marketing in a Presentations, Role Playing
Skills firm and the relationships between marketing and the other activities.
functional areas of business (e.g., accounting, finance, MIS,
management)
PLO4: Teamwork CLO4:Understanding and recognizing the significance of Group Projects/Assignments
consumer/market research in devising marketing plans in
groups or teams.
PLO5: Application of CLO6Develop a “hands-on” knowledge and feeling of what Integrated Marketing
Information Technology practicing marketing means and involves. Communication
Digital Marketing
Group Project
PLO6: Business/Subject CLO1:Establish a foundation of the marketing discipline including Basic definitions, concepts
Specific Knowledge terminology, concepts, and principles. and models
Integrated Marketing
Approach
Course Evaluation and Recommended Books
1. Assignments 20%
2. Group Presentations 05%
3. Quizzes 05%
4. Mid term 30%
5. Final Examination 40%
Publisher Name & Edition
I Book Name Author/s Name
Principles of Philip Kotler
Marketing Gary Armstrong
1. Pearson, Prentice Hall –
Prafulla Y. Agnihotri &
Ehsan ul Haq
Principles and
Practice of David Jobber & Fiona
2. McGraw-Hill
Marketing Ellis-Chadwick
DIGITAL & WEB RESOURCES:
1. [Link]
2. [Link]
3. [Link]
4. [Link]
Introduction
Today’s successful companies have one thing in
common: Like Emirates, P&G, HONDA they are
strongly customer focused and heavily committed to
marketing.
These companies share a passion for satisfying
customer needs in well-defined target markets. They
motivate everyone in the organization to help build
lasting customer relationships base creating value.
An Overview of Marketing
Evolved from Egypt……….
Transformation from Market to
Marketing
Marketing As process or single
Activity?
Current Landscape
Definitions
“Art of Selling” Drucker
Marketing: The process of creating
consumer value in the form of
goods, services, or ideas that can
improve the consumer’s life.
The AMA managerial definition:
“Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individual
and organizational objectives.”
Marketing Defined
Marketing is the process by which companies
create value for customers and build strong
customer relationships in order to capture value
from customers in return.
OLD view of NEW view of
marketing: marketing:
Making a sale - Satisfying
“telling and selling” customer needs
Traditional and contemporary
views
[Link]
“ A total Set of business Activities designed to
plan , price, promote and distribute the want
satisfying goods to the target Market in order to
achieve the individual and organizational goals”
Philiphs Kotler
“The science and art of exploring, creating, and
delivering value to satisfy the needs of a
target market at a profit.
“meeting the needs of your customer at a profit.”
To sum up….
Marketing is engaging customers and managing profitable
customer relationships. The twofold goal of marketing is to
attract new customers by promising superior value and to keep
and grow current customers by delivering value and satisfaction.
For example, Nike leaves its competitors in the dust by
delivering on its promise to
inspire and help everyday athletes to “Just do it.”
Amazon dominants the online marketplace by creating a world-
class online buying experience that helps customers to “find and
discover anything they might want to buy online.”
Facebook has attracted more than 1.5 billion active web and
mobile users worldwide by helping them to “connect and share
with the people in their lives.”
And Coca-Cola has earned an impressive 49 percent global
share of the carbonated beverage market—more than twice
Pepsi’s share—by fulfilling its “Taste the Feeling” motto with
products that provide “a simple pleasure that makes everyday
moments more special.”
Simple Marketing System
Communication
Product/Service
Producer/Seller Consumer
Money
Feedback
What Can Be Marketed?
Goods Places
Services Properties
Experiences Organizations
Events Information
Persons Ideas
That’s Enough for today
Any Questions????