PRINCIPLES OF MARKETING



UNIVERSITY OF BOTSWANA

FACULTY OF BUSINESS

DEPARTMENT OF MARKETING

SECOND SEMESTER 2013/2014

COURSE NAME: PRINCIPLES OF MARKETING

Course code: MKT 100

Lecture room: Block 245/041

Days: Tuesday Time: 0800-0850 hrs

Tuesday Time: 1000-1150 hrs

Thursday Time: 0800-0950 hrs

Thursday Time: 1000-1050hrs

Lecturers:

|D. Amanze |T. G Ditshweu |

|Office: Block 245/234 |Office: Block 245/208 |

|Tel: 3554449/71440104. |Tel: 3554076 |

|Email: donatus.amanze@mopipi.ub.bw |Email: tebo.ditshweu@mopipi.ub.bw |

|Consulting hours: Anytime with appointment |Consulting hours: Anytime with appointment |

Course Outline

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Course Objectives

This is an introductory course aimed at introducing students to the basic principles of marketing. By the end of this course students should be able to:

1. Identify the central role that marketing plays in our day-to-day life.

2. Explain the central role that marketing plays in guiding other organizational functions to the needs and wants of the customer

3. Explain how marketing strategies are developed and implemented from the time a product idea is conceived and developed to the time the product is withdrawn from the market

4. Discuss the key issues facing marketers in the new millennium and how to respond to the changes

| | Topics |

|1. |Introduction to Marketing (Amanze) |

| |Marketing: An overview |

| |Marketing Definition (s) |

| |Marketing: Core concepts |

|2. |Marketing Management Orientations (Amanze) |

| |Production Orientation |

| |Product Orientation |

| |Selling Orientation |

| |Marketing Orientation |

| |Societal Orientation |

| |Relationship Marketing Orientation |

|3. |The Marketing Environment (Amanze) |

| |Internal Environment |

| |External Environment |

| |Micro Environment |

| |Macro Environment |

|4. |Buyer Behaviour (Amanze) |

| |Consumer buyer behavior and its influences |

| |Organisational buyer behavior and its influences |

|5. |Marketing Mix Elements ( Amanze) |

| |Product |

| |Product levels |

| |Product Classifications |

| |New Product Development |

| |Product Lifecycle |

| | |

| |Pricing |

| |Factors influencing pricing strategies |

| |Traditional pricing methods |

| |New product pricing |

| | |

| |MID-TERM BREAK (10/03/14) |

| |Promotion Mix (Ditshweu) |

| |Advertising |

| |Personal Selling |

| |Sales Promotion |

| |Public Relations |

| |Direct Marketing |

| | |

| |Place/ Distribution (Ditshweu) |

| |Definition of distribution |

| |Functions of distribution channels |

| |Channel design decisions |

| |Channel member management |

|6. |Marketing Strategy Development (Ditshweu) |

| |Market Segmentation |

| |Definition and rational |

| |Criteria for effective segmentation |

| |Segmentation variables/bases |

| | |

| |Market Targeting |

| |Definition |

| |Evaluating market segments |

| |Selecting target market segments |

| |Choosing a targeting strategy |

| | |

| |Market Positioning |

| |Identifying a set of differentiating variables |

| |Choosing the right competitive variables |

| |Selecting the overall value proposition |

| |Communicating and delivering the value |

|7. |Marketing of Services (Ditshweu) |

| |Definition of services |

| |Characteristics of services |

| |Marketing Strategy for services |

|8. |Marketing Information Systems (Ditshweu) |

| |Definition |

| |Need for MIS |

| |Sources of marketing information |

| |Marketing Research |

| |Marketing Intelligence |

|9. |Global Market Place (Ditshweu) |

| |International Marketing |

| |International Marketing Environment |

| |International Marketing Strategy Development- 4Ps |

|TEST 1: 27th February 2014. Venue and time to be communicated in due course. |

| |

|TEST 2: 15th April 2014. Venue and time to be communicated in due course. |

Methods of Assessment

The methods of assessment for this course consist of a continuous assessment that is worth 40 % to be administered in two pieces of written work. The final examination is worth the remaining 60%.

Recommended Text Book: Kotler P: & Armstrong G. Principles of Marketing: Global Edition: 13th Ed.Prentice Hall 2010

Supplementary Text Book: Jobber D: Principles & Practice of Marketing. 6th Ed: McGraw-Hill, 2010

Numerous Marketing Texts and Journals in the library can also be used.

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