MGT-253 Principles of Marketing

Syllabus

MGT-253Year-2 · 4th Semester3 CHCompulsorySDG 04

Course description

The course introduces all aspects of marketing, including strategic marketing planning, marketing research, product planning and development, promotion, distribution, and pricing strategies.

Learning outcomes

  1. Gain sound knowledge and understanding of marketing principles and practices.
  2. Understand various types of markets and customer purchase behaviors.
  3. Understand the elements of a Customer Driven Marketing Strategy.

Instructor

Hooria Muthar · Women University Multan · Institute of Management Sciences.

Recommended books

  1. Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri, & Ehsan ul Haque — Principles of Marketing: A South Asian Perspective (13th edition, Pearson).
  2. Philip Kotler & Gary Armstrong — Principles of Marketing (16th edition, Pearson).

Weekly outline

WeekContents
Week 1Introduction to Marketing — Intro & core concepts
Week 2Creating & Capturing Customer Value — Customer value & CRM
Week 3Customer-Driven Strategy (STP) — Part 1 — Segmentation & related strategies
Week 4Customer-Driven Strategy (STP) — Part 2 — Targeting & positioning
Week 5Understanding the Marketing Environment — Macro & micro environment
Week 6Consumer Markets & Buying Behavior — Consumer buying behavior
Week 7Business Markets & Strategic Planning — B2B & strategic planning
Week 8Mid-Term Examination — Mid-term exam prep
Week 9Product / Customer Solution — Product, PLC, branding, services
Week 10Pricing / Customer Cost — Pricing strategies
Week 11Place / Customer Convenience — Channels & distribution
Week 12Case Study & Discussion — Case study framework
Week 13Promotion / Integrated Marketing Communication — Promotion mix & IMC
Week 14Steps in Effective Marketing Communication — Communication process steps
Week 15Advertising, Sales Promotion, Push/Pull & Personal Selling — Ads, promo, selling
Week 16Cases, Discussion & Project Presentations — Cases & projects
Week 17Final Term Examination — Final exam prep

Syllabus document (scan)

Scanned MGT-253 Principles of Marketing syllabus outline

Teaching notes on this site are original study materials aligned to the outline above; they do not reproduce textbook chapters verbatim.