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MGT301 : Principles of Marketing

Course Overview

Course Synopsis

This course gives the students a comprehensive, innovative, managerial and practical introduction to marketing. Specifically, how to use the different concepts in developing marketing strategies and performing marketing analysis, Customer analysis, company analysis and competitor analysis. It also gives an insight to make students familiar with the concept of Marketing Mix (product, pricing,promotion, and distribution strategies) It also enhances the students problem solving and decision making abilities by learning how to leverage strategic marketing analysis to inform tactical marketing mix decisions while providing you with a comprehensive framework to evaluate marketing decisions and to create successful marketing initiatives. This course also expands your knowledge of the marketing industry while increasing your awareness of the strategic and tactical decisions behind today’s top performing brands.

Course Learning Outcomes

At the end of the course, you should be able to:

  • Apply the basic principles and tools of marketing.
  • Discuss concepts, tools, and skills necessary in developing an effective marketing and implementation plan, with a particular emphasis on customer satisfaction
  • Develop an in-depth understanding of the field of marketing and to integrate theoretical concepts with practical marketing problems.
  • Improve the ability to analyze marketing problems and provide implementable solutions.
  • Discuss the importance of critical marketing decision-making.
  • Know how to analyze markets and identify appropriate segmentation criteria to discover promising market niches.

Course Calendar

1 Theme 1: Understanding Marketing

2 Theme 2: Marketing Environment

3 Theme 3: Organization and Marketing Strategy
Assignment No.1

4 Theme 4: Managing Marketing Information
Quiz No. 1

5 Theme 5: Consumer Markets And Consumer Buyer Behavior

6 Theme 6: Business Markets And Business Buyer Behavior

7 Theme 7: Customer Driven Marketing Strategy

8 Theme 8: Product, Brands and Services
Quiz No. 2

9 Theme 9: Price and Pricing
Quiz No. 3

10 Theme 10: Marketing Communication

11 Theme 11: Place/Distribution

12 Theme 12: Sustainable Marketing

13 Theme 13: Digital Marketing