Summer Outline Pom
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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: [email protected]
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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