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    Course For Marketing MKH 07101

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    John Herini
    This 3-credit core course on Principles of Marketing aims to enhance understanding of basic marketing concepts for business. The expected outcomes are for students to use marketing concepts in business, examine market concepts, evaluate marketing elements, and assess how business environment affects an organization's marketing. The course content covers the nature and scope of marketing, market structures and segmentation, marketing mix elements, and marketing strategies. Students will be assessed through continuous assessments including tests, assignments, and quizzes worth 40% and a final university examination worth 60%. The course will be taught using lectures, tutorials, case studies and recommended reading materials.

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    Course For Marketing MKH 07101

    Uploaded by

    John Herini
    14 views2 pages
    This 3-credit core course on Principles of Marketing aims to enhance understanding of basic marketing concepts for business. The expected outcomes are for students to use marketing concepts in business, examine market concepts, evaluate marketing elements, and assess how business environment affects an organization's marketing. The course content covers the nature and scope of marketing, market structures and segmentation, marketing mix elements, and marketing strategies. Students will be assessed through continuous assessments including tests, assignments, and quizzes worth 40% and a final university examination worth 60%. The course will be taught using lectures, tutorials, case studies and recommended reading materials.

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    This 3-credit core course on Principles of Marketing aims to enhance understanding of basic marketing concepts for business. The expected outcomes are for students to use marketing concepts in business, examine market concepts, evaluate marketing elements, and assess how business environment affects an organization's marketing. The course content covers the nature and scope of marketing, market structures and segmentation, marketing mix elements, and marketing strategies. Students will be assessed through continuous assessments including tests, assignments, and quizzes worth 40% and a final university examination worth 60%. The course will be taught using lectures, tutorials, case studies and recommended reading materials.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    14 views2 pages

    Course For Marketing MKH 07101

    Uploaded by

    John Herini
    This 3-credit core course on Principles of Marketing aims to enhance understanding of basic marketing concepts for business. The expected outcomes are for students to use marketing concepts in business, examine market concepts, evaluate marketing elements, and assess how business environment affects an organization's marketing. The course content covers the nature and scope of marketing, market structures and segmentation, marketing mix elements, and marketing strategies. Students will be assessed through continuous assessments including tests, assignments, and quizzes worth 40% and a final university examination worth 60%. The course will be taught using lectures, tutorials, case studies and recommended reading materials.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 2

    1.

    0 KH 07101-Principles of Marketing; Credits:10; Total hours:100; Type: Core

    Course Aim
    To enhance an understanding of basic marketing principles for running business.

    Expected Course Outcomes


    1. Use marketing concepts in business undertakings            
    2. Examine the concept of markets            
    3. Evaluate the elements of marketing in business
    4. Assess the effects of business environment in marketing of the organization and its
    product            

    5. Use appropriate marketing strategies to market business products

    Course Contents
    Nature and Scope of Marketing Meaning of marketing; Evolution of marketing;
    Functions of Marketing, Organisation of Marketing Functions, Role of Marketing to
    other Functional Areas in Business Market Structures and Market Segmentation
    Meaning of Markets, Type of Markets and their Characteristics, Market Segmentation
    Elements of Marketing Meaning of Marketing Mix, Pricing Policy and Decisions,
    Product Mix and Development, Promotion Mix, Distribution Mix Marketing
    Environment Meaning of marketing environment, Significance of Marketing
    Environment, Elements of Marketing Environment and their Effect in Business
    Marketing Strategies and Business Growth Meaning of Marketing Strategies, Types of
    Marketing Strategies, Concept and Theories of Business and Product Growth,
    Application of Marketing Strategies at Different Stages of Business and Product Growth
    Learning Materials: Books, Chalk Board, Anti-dust chalks, white board, white board
    marker pens, flip charts, marker-pens.

    Assessment Methods
    Integrated Method of Assessment:
    Continuous Assessment (40%) is obtained from a minimum of two test, assignments,
    Quizzes: Semester Tests - 25%Assignments – 10%, Quizzes – 5%
    University Examination – 60%

    Teaching Methodology
    This module will be taught through lectures, tutorials, case studies, etc.

    Reading List

    1. Stanton, J.W. (1981); Fundamentals of Marketing (6th Edn). Mc Graw Hill - Inc;
    New York.
    2. Dibb, S.L .etal. (1994). Marketing: Concepts and Strategies (2nd European
    Edition). Houghton Mifflin Company. Uk.
    3. Kotler, P. (1984). Marketing Management: Analysis, Planning and Control (5th
    Edn). Prentice Hall Inc. New Jersey.
    4. Kotler, P. (2003). Marketing Management (11th Edn). Prentice Hall Inc; New
    Delhi.
    5. Wilmshurst, J and Adrian, M. (2002). The Fundamentals and Practice of
    Marketing (4th Edn). Heinemann UK Butterwort; London.

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