Islamabad Campus

Course Syllabus EMBA-II

Course Name: PRINCIPLES OF MARKETING

Course Code:
Credit Hours: 03 hours per week
Course Prerequisites: NIL
Quarter/Year: Summer
Instructor: Prof. Zafarullah Siddiqui
Contact No. 0308-8881953
Consultation Hours: After every class
E-mail: [email protected]

Course Objective
Understanding Marketing Issues in South Asian context is a crucial requirement as well
as tool for marketing managers to relate marketing strategies, programs and tactics to
prevailing environment for success. Achieving marketing orientation is too complex and
important to be left to marketing managers trained through Western books on the
subject. Developing Pakistan specific marketing culture and process are essential
features of market driven strategy that enable company to obtain a competitive
advantage in providing superior value to customers.

Course Rationale
The course has been designed to train students in proactive thinking and developing
analytical approach in conceiving, designing, implementing and managing marketing
strategies customized to identified market. The course will also discuss transnational
marketing needs that Pakistani marketers can competitively meet. Through interactive
approach, the course will investigate applied marketing issues to develop an
understanding of marketing implications in implementing marketing strategies. The
course contents have been carefully selected to develop in the students the ability of
understanding growth, nature, declining and reviving marketing issues and evaluating
them for accomplishing volume, value, image, growth and sustainability goals.

Student Guidelines on Assignments and case Study Analysis & Presentation:

1. Text of assignments must be typed in a 12 pt. font.
2. Both individual and team assignments are expected, on team assignments, each
member will receive the same grade.
3. Assignments are due by the beginning of class on the specified due date. Late
assignments are penalized, and assignments more than one week late will not be
accepted or marked. Any exceptions to these conditions must be obtained in
advance.
4. Analytical assignments include case studies and reference material. Students are
required to read all cases prior to the respective class.

Note: See attached handout an analyzing cases.

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Term Project
One of the important components of this course is Pakistan specific group project on
Marketing.
The class will be divided in groups. Each group must complete the project and must
give presentation in class. Free riding will not be permitted.

(i) Students will have to study any brand, identify its target market and suggest
recommendations for increasing market share.
(ii) They may assume as managers of a hypothetical company and devise a marketing
plan for understanding Pakistani market environment.
(iii) Develop integrated advertising or sales plan based on in-depth understanding of
target prospects to meet organization’s promotional and sales goals.
(iv) Students will have to chose any of the three options for doing final project:
a) Assumed launch of a new product.
b) Revival of poor performing brand in Pakistan.
c) Complete marketing audit of any brand i.e. Toyota, National Foods, Pepsi, PEL
etc Each project must identify:
 Target Market
 Product features
 SWOT Analysis
 Competitive analysis
 Peculiar challenges in Pakistani Market.
 Marketing mix specific to Pakistan.
 Assumed but realistic business plan.

Deadlines of the project:

Phase-I: In the 4th week of the session students are assumed to have developed
adequate understanding of the subject to prepare one to two pages proposal describing
the areas to be studied in the project. The students are not expected to give full
contents. The methodology must be stated. Constraints in completing the project should
be mentioned. Project should be chosen on topic on which students can access data.

Phase-II: In the 6th week students must turn in questionnaire or proforma for structured
interview and discuss to ensure collection of relevant data.

Phase-III: In the last week groups to submit sprial bound projects and give
presentations. The findings and recommendations must correspond to questions
investigated and analyzed through primary data. All electronic and conventional sources
of Secondary data must be identified. Information supporting the field of study should be
given under separate heading “Literature Review” should not be more than four pages.
The project excluding prefatory parts and Annexes should be around 24 to 30 pages.

Note: Please ensure arrangement for presentation (Power Point/Over head projector).
Students must be prepared with backup material to give presentations without
presentation aids. All group members should defend the findings and recommendations
of the project.

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Course Outline:
Week – 1:  Defining Marketing and the Marketing process:
 Creating and Capturing Customer Value
 The Changing Marketing Landscape.
Week – 2:  Company and Marketing Strategy
 Strategic Planning.
 Planning Marketing: Partnering to Build Customer Relationships.
 Marketing Strategy and the Marketing Mix.

Week – 3:  Analyzing the Marketing Environment

 The company’s Microenvironment
 The Company’s Macro environment.
 Responding to the Marketing Environment.

Week – 4:  Managing Marketing Information to Gain Customer Insights.

 Assessing Marketing Information Needs.
 Analyzing and Using Marketing Information.

Week – 5:  Consumer Markets and Consumer Buyer Behaviour

 Model of Consumer Behaviour.
 Types of Buying Decision Behavior.
 The Buyer Decision Process
Week – 6:  Creating Value for Target Customers.
 Market Segmentation.
 Market Targeting
 Differentiation and Positioning.

Week – 7:  The New-Product Development Process

 Managing New-Product Development.
 Product Life-Cycle Strategies.

Week – 8:  Pricing: Understanding and Capturing Customer Value

 Factors to Consider When Setting Prices.
 New-Product Pricing Strategies.
 Price-Adjustment Strategies.

Week-9:  Marketing Channels

 Supply Chains and the Value Delivery Network. The Nature and
Importance of Marketing Channels.
 Channel Design Decision.
 Channel Management Decisions.

Week-10:  Integrated Marketing Communications Strategy.

 Communication process Steps in Developing Effective Marketing
Communication.

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 Week-11: Advertising and Public Relations.
 Setting Advertising Objective.
 Setting the Advertising Budget.
 Developing Advertising Strategy.
 The Role and Impact of Public Relations.
 Major Public Relations Tools.

WeeK-12 Personal Selling and Sales Promotion.

 Nature of Personal Selling.
 The Personal Selling Process.

Week-13 Creating Competitive Advantage Competitor Analysis.

 Identifying Competitors.
 Assessing Competitors.
 Selecting Competitors to Attack and Avoid.
 Competitive Strategies.

Week-14: Sustainable Marketing: Social Responsibility and Ethics.

 Marketing’s Impact on Individual Consumers.
 Marketing’s Impact on Society as a Whole.
 Marketing’s Impact on Other Businesses.

Week-15 Project Presentations.

Text Books:
Principles of Marketing 13h Edition, Philip Kotler Gary Armstrong Prafulla
Y. Agnihotri Eshan ul Haque.

Reference Book(s):
Fundamentals of Marketing (International Edition), Willam J.Stanton &
Etzel and Walker.

Grade/Policy/Student Assessment:

Assessment Instruments Percentage LO Covered

Mid Term 30%
Assignment/case study analysis 15%
Project/Presentation 15%
Final Examination: 40%

Deliverable Deadlines:
I would like us to follow deadlines. If you are unable to meet a commitment due to an
emergency, please contact me as soon as possible to re-schedule. Each of you is
expected to carry out your studies in the class with the highest standards of ethics and
citizenship. Academic Dishonesty will result in loss of credit.

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 Case Study/Tutorials & How to Cope with the Volume of Reading Material
By
Prof. Zafarullah Siddiqui

Objective of Case Study:

• The case study is dominant active learning teaching tool cases are real situations often with disguised scenarios
to practice problem solving process
Case studies are used to/for
• Evaluate the participants, analytical, problem solving and decision making ability.
• Application of conceptual models usually given as supplementary reading material.
• Shared wisdom for Problem Solving as a group.
Know that:
• Case studies approximate and simulate the kinds of situations Policy Makers encounter.
• Cases are designed to give relevant information, but may not contain all information. (Policy Makers rarely
have all of the information they would like to have)
• There is no single, demonstrably right answer to problem rather a range of feasible solutions.
Analysis by Objective
i. Clearly identify the problems
ii. Symptoms leading to problem
iii. Apply valid models to diagnose the problem
iv. Thinks out of the box creative solutions
v. Integrate various components of the problem solving process
vi. As proponent convince the class on your solution and the trade offs.
vii. Demonstrate power of reasoning.
Case Study Generic Format:
• While analyzing the case as a group your recommended action should lead to further discussion on any of the
obvious, hidden or flanking issues.
• Make SWOT & PEST analysis,
• Highlight Public Value.
• Understand Challenges and Binding Constraints
• Analyze the consequences, who gains and who loses.
• Explain Policy and Process frame work.
Problem Recognition:
• Is there a problem? What is it, and why do you believe there is a problem?
• The indicators & symptoms that lead you to believe there is a problem.
• Why the organization will suffer if action is not taken.
• Develop link between the case scenario and the organization’s mission, goals and strategies
Problem Definition:
• What Dimension of organizational effectiveness, set of behaviours, or organizational outcomes you wish to
improve or change? & why?
• Analysis of claimant demands and the organization’s current and potential ability to satisfy these demands.
• Answer the questions: Where is organization now Where is it going? Where it wants to go? Where should it be
going and at what cost…….? How to get there……..?
• Discuss problem both in outcome and behaviour terms
• Avoid premature solution without diagnostic analysis
Problem Diagnosis:
• What is/are the root cause(s) of the problem(s).
• Is the fundamental cause related to the mission (is organization going in the right direction?).
• Strategy: (Is the fundamental plan for accomplishing the mission correct?)
• Implementation (Are the organizational players behaving according to the strategy?).
• SWOT analysis, Strategy, Bench marking, Governance, political expediency, transparency, equality, in
discrimination and fair play.
• Possibilities, Impossibilities, Long terms goals, Short term goals.
• Implementation: TQM tools, financial cost process analysis, motivation, leadership, organizational structure.

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Solution Generation:
• What are the possible ways in which organization can meet the goals?
• How the problem be solved? Why do you believe this is the best option available?
• Solutions to demonstrate creativity and doability (No wishful utopias)
• Prioritization of criteria, evaluation of each alternative on this criterion and final choice.
• Cost/Benefit analysis of alternatives.
• How well the solution addresses the problem and its causes?
• Is the solution an optimum solution or a simple tradeoff to increase satisfaction of one stakeholder at the cost of
dissatisfaction to others?
• Does the solution reduce the likelihood that the problem will reoccur?
• Is the solution ethical, socially acceptable, economically viable and legal
Implementation Plan:
• What changes must take place for the solution to be successful and how will you make these changes.
• Degree to which plan can be operationalized and what actions to be taken.
• Action plan: Who will be involved?
• Sequence of actions.
• How will change be implemented.
• Plan for motivation to manage change.
• How plan will be evaluated.
Short of Time!
• Survive without studying the reading material?
• Yes, at a cost of being alien in the class and suffering from boredom and cognitive dissonance.
Answer:
• Scan the case (15 minutes).
• Comprehension of case (1 to 2 hours).
• Supplementary material (1 hour).
• Groups are formed and given an hour at breakfast time (KSG forum/Foyer) for case study discussion.
• Keep few highlighters handy to abstract relevant information, players, competing and conflicting interests,
symptoms of problem etc.
Common Complaint!
• Cases are not Pakistan Specific.
Know That:
• Cases are designed to sharpen power of reasoning
• In fast paced Dynamic world cases do not have off the shelf or over the counter prescribed solutions
Ask question:
 Had the case taken place in Pakistan how similarly and differently you would have handled? why?
Points to Ponder
• lesser evil is better than greater evil.
• greater good for the greater number of people
• do unto others what you expect others to do.
• How would you like to be remembered for your actions.
• Can you take pride to share your actions with your family.

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Mr. Imran Qamar Sahib,
SZABIST University,
Islamabad.

My Dear Imran Qamar Sahib,

Aslam-o-Allakum,

Holy Ramzan Mubark in advance.

Thank you for the continued trust. I am forwarding herewith a Course

Outline on Contemporary Marketing, EMBA-II as desired.

Warm Regards,

Prof: Zafarullah Siddiqui,

Cell #: 0308-8881953
Email: [email protected]

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