Principles of
Marketing
Course Outline
Marketing defined
MARKETING IS ENGAGING CUSTOMERS AND
MANAGING PROFITABLE CUSTOMER
RELATIONSHIPS
SATISFYING NEEDS AND WANTS THROUGH AN
EXCHANGE PROCESS
Marketing defined
Marketing is the process by which companies engage customers, build
strong customer relationships, and create customer value in order to
capture value from customers in return.
Course overview
This course aims to provide an introduction to the fundamental principles and concepts of
marketing, current issues, its key practices and the application of these practices.
The course covers key topics including marketing strategies, consumer behavior, market
research, product development, pricing, distribution channels, promotion, and the role of digital
marketing in today's business environment.
Students will learn how to create value for customers, build strong customer relationships, and
develop effective marketing plans.
Course overview
So, key topics are going to be covered among others are:
Customer Value-Driven Strategy
Strategic Planning
Consumer Behavior
Buying Decision Process
Market Segmentation
Positioning
Branding
Marketing Channels
Personal Selling
Promotion Mix
Public relations and others
Course Aims
This course has multiple aims:
a) To provide students with a comprehensive understanding of the fundamental concepts
and principles of marketing.
b) To equip students with the ability to analyze consumer and business buyer behavior to
develop effective marketing strategies.
c) To enable students to design and implement marketing strategies that create customer
value and foster strong customer relationships.
d) To develop students' skills in market segmentation, targeting, and positioning to identify
and reach key market segments.
e) To familiarize students with the marketing mix elements and their role in creating
successful marketing plans.
Expectations and Learning Outcomes
Upon completion of Management course, the student will be able to:
• Demonstrate overall theoretical knowledge in marketing course
• Analyze consumer and business buyer behavior to predict market trends and
customer needs.
• Design customer value-driven marketing strategies and plans.
• Demonstrate the ability to apply marketing mix strategies effectively.
Reading Materials
Grading Criteria
Type of activity Total
Attendance and Participation 10%
Quiz 20%
Midterm 30%
Final exam (Group Project) 40%
Grading Criteria
Type of activity
Participation
Each week on practice hour one team will present their work through
presentation (it can be article/case) on chosen topics (topics will be
provided).
Topics will be covered
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and
Relationships
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Pricing Strategies: Additional Considerations
11. Marketing Channels: Delivering Customer Value
12. Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy
13. Advertising and Public Relations
14. Personal Selling and Sales Promotion
15. Digital Marketing