ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD (Department

of Business Administration)

MARKETING THEORY AND PRACTICE (561)

CHECKLIST

SEMESTER: AUTUMN, 2016

This packet comprises the following material:

Textbook
2. Course Outline
3. Assignment No. I and 2
4. Assignment Forms (2 sets)
5. Tutorial Schedule

II you find anything missing out ol the above-mentioned material, please contact at the address given below:
Deputy Registrar
Mailing Section, Block No. 28
Allama Iqbal Open University
H-8 Islamabad
P11: 051-9057611-12

Mahmood ul Hasan Course Coordinator

 ALLAMA IQBAL OPEN UNIVERSITY. ISLAMABAD
(Department of Business Adminsitration)
WARNING
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING
THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD OF
DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENTS BORROWED OR STOLEN FROM
OThER(S) AS ONE'S OWN WILL BE PENALIZED AS DEFINED IN "AIOU
PLAGIARISM POLICY".

Course: Marketing Theory and Practice (561/5534) Semester: Autumn, 2016

Level: MBA Total Marks: 100
Pass Marks: 40
ASSIGNMENT No. 1
Units: 1-5)
Q. I Discuss the role of marketing manager. if there is no demand of product Discuss
with example. (20)
Q. 2 Marketing managers rely on internal record and marketing intelligence system. Why?
Answer with the help of'cxamplc. (20)
Q. 3 Why studying consumer buying behaviour? (20)
Q. 4 Write a comprehensive note on market segmentation. (20)
Q. 5 In detail describe the customer relationship management (('RM). (20)
ASSIGNMENT No. 2
Total Marks: 100
This assignment is a research activity. You are required to visit any business/commercial organitat ion and
study their marketing system as a whole or marketing of a product and prepare a research report of about 15 to
20 pages on one of the topics given below. To avoid duplication, a student is required to select the topic
according to the last digit of his/her role number. For example, if your roll number is 1-342718 then you will
select topic II 8 from the list given below (last digit). Topics:
1. Marketing research
2. Market segmentation
3. Consumer behaviour
4. Product planning
5. Pricing strategies
6. Wholesaling
7. Retailing
8. Integrated marketing communication
9. Marketing of services ID.
International marketing
The assignment should be developed on the following format:
• Introduction
• Review of literature
• The data collection
• Data analysis
• Conclusion and recommendations
• References
• Annexes
Guidelines for the submission of assignments:
You are required to prepare two copies of 2" assignment. Submit one copy to your tutor/teacher for
evaluation and the second copy for presentations in the workshop in presence of the resource person and
classmates, which will be held at the end of the semester prior to the final examination.
MARKETING THEORY & PRACTICE (561/5534)
Introduction to the course
Marketing helps to organize the resources of an organization to meet the changing needs of' customers on
whom the organization depends. As a verb, marketing is all about how an organization addresses its
markets. Marketing is more about a way of thinking than a series of prescriptive rules (Palmer, 2004). This
course provides an introduction to the theory and practice of marketing beginning with the underlying
theoretical bases which are olien borrowed from the disciplines of economics, sociology, and psychology.
The contents will cover concepts related to marketing planning, marketing inbormation system, product
development and management, pricing, distribution management and promotional strategies. Challenges
posed by global marketing and developments in the information technology are also reflected in the course.
The course will provide an opportunity to the students to relate marketing theory with practice. During the
learning process students will he engaged in experiential learning and encouraged to use variety of sources
to enrich their knowledge about the marketing discipline.
Course objectives
After completing this course, you should be able to:
• Dc line Marketing and differentiate between marketing and selling
• Explain how to identify the target markets
• Describe the process of Marketing Mix
•
F01 111LI late marketing strategies
•
Develop a plan for implementing market i rig strategies • Just i l'y the need
and importance 01' (Ii gi t a I marketing
Brief Outline
Unit 1 Introduction to Marketing
Unit 2 Understanding and Targeting Customers
Tltiit 3Prwi,irt 1r;ind,n' Pack:ic'in' and Service Decisions
Unit 4 Pricing
Unit 5 Distribution
Unit 6 Promotion
Unit 7 Competition and Marketing
Unit 8 Marketing Implementation
Unit 9 Digital Marketing
MARKETING THEORY & PRACTICE Course Outline (MBA-
561/5534)
Unit I Introduction to Marketing
I The field of marketing
1.1.1 The marketing concept
• I The scope of marketing
• I Philosophical fundations of marketing
• I Limitations of the marketing concept
.1 .5 Marketing process
• I Marketing challenges
1.2 The marketing environment
I .2. Macro environment of the company
1.2.2 Micro environment of the company
I .2.3 An organization's internal environment
1.2.4 Environmental scanning .
3 Planni marketing
I .3. Nature and scope of planning
1.3.2 Process of market planning
1.3.3 Strategic company planning and marketing
1.4 Marketing ethics and corporate social responsibility
1.4.1 Criticisms of marketing
1.4.2 Responses to criticisms
I .4.3 A Societal orientation in marketing

Unit 2 Understa and Targeting Customers

2.1 Consu markets and consumer buying behavior
2. 1. 1 Dimensions of buyer behaviour
2. 1.2 Influences on consumer 2. 1 .3 The buyer decision-making process 2. 1 .4 Types
of buying-decision behaviour
2.2 Business markets and business buyer behavior
.1 Types of business markets
2.2.2 Dimensions of business buyer behavior
2.2.3 Influences on business buyers
2.2.4 Business buying process
12.5 Institutional and government markets
2.3 Segmenting markets, targeting and positioning
2.3. I Market segmentation and its role in developing marketing
2.3.1.1 Defining markets
2.3.1.2 Why segment markets?
2.3.1.3 Criteria for effective segmentation
2.3.1.4 Bases for segmenting consumer and business markets
2.3.1.5 Evaluating market segments
2.3.2 Targeting strategies
2.3.3 Positioning strategies
2.4 Marketing research and information systems
2.4. I Importance of marketing research
2.4.2 Approaches to conducting marketing research
 2.43 Marketing research process
2.4.4 Role of marketing infonnation systems
2.4.5 Components of marketing information system

Unit 3 Product, Branding. Packaging and Service Decisions

3.1 Product planning and development
3.1.1 Defining a product
3.1.2 Classification of goods
3. 13 Importance of product innovation and development of new
3. I .4 Organizing tor product innovation
3.1.5 New product development process
3.1.6 Customer adoption process
3.1.7 Strategic issues in expending the product range Product-Mix strategies
3.2 3.2.1 Product line and product mix
3.2.2 Product-mix strategies
3.2.3 The concept of product life cycle
3.2.4 Planned obsolescence and flishion Brands, packaging and other
product features
3.3 3.3.1 The benefits of brands
3.3.2 Brand strategies
3.3.3 Buying versus building brands
3.3.4 Valuing brands
3.3.5 Packaging and labeling
3.3.6 Other image-building features Servi marketing
3.4. I Nature and importance of services
3.4 3.4.2 Classifying services
3.4.3 Marketing mix for services
3.4.4 Marketing in non-profit organization
Unit.4 Pricing
4 1 PricliiL' object! 'es anti price dctefllunal ion
4. I . I Nature and i inportanc e of price
4. I .2 Pricing objectives
4. 1 .3 1-actors influencing price dcteriui nat ion 4. I .4 Assessing
price competitiveness
4.2 Product IiI cycle pricing
4.3 Psychological pricing
4.4 Pricing models
4.4. I Market-based pricing model 4.4.2 The cost plus pricing
model 4.4.3 The value-based pricing model
4.5 Pricing strategy and break-even analysis
4.6 Pricing strategy decisions 4.6. I Discounts and
allowances
4.6.2 Geographic pricing strategies
4.6.3 one price versus flexible prices strategy 4.6.4 Ski mining
and penetration pricin
4.6. Price and non-price Compel it ion
4.6.6 Pricing lr business buyers Unit 5 Distribution
5.1 Retailing
5. 1. I Role of i ntermed tan es in a valuc chain
5. I .2 Nature of retailing
5. I .3 Retail locations
5. I .4 Classification of retailers
5.1.5 Issues and trends in retailini!
9) Franc
Types of retail franchise
5.2.2 Advantages and disadvantages of Franchising
5.2.3 Trends in Franchising Wholesaling
S.I. I Nature and importance of wholesaling
5.3.2 Types of wholesalers
5.3.3 Facilitating agencies
5.3.4 Trends in wholesaling
5.4 Channels
5.4. I Types of dist ii ht Ui n channels
5.4.2 Sclectiiig a channel of (list! ibution
5.4.3 Conflict and cooperation in distribution channel
5.4.4 Legal issues in channel management
5.5 Managenicnt of physical (listribtit iOn
S. I N at u ic and importance of physical distribution ii tan age 5. 5.2 Ihe
strategic use of physical distribution
5.5.3 Major tasks iii physical distribtitioti inanageitient
5.5.4 Ltitical issues in distribution

6
Unit 6 Promotion
6.1 The promotional programme
6. I I Meaning and importance ol promot ion 6. I .2 The
communication process
6.1.3 Determination of promotional mix 6. I .4 Setting the total
promotional budget
6.2 Managi personal selling
6.2.1Forces affecting sales
6.2.2Types of selling
6.2.3Nature and importance of personal selling
6.2.4Personal selling skills
6.2.5 S ales management
6.2.6Evaluating a sales person's performance
6.3 Direct marketing
6.3.1Defining direct marketing
6.3.2Reasons of growth in direct marketing
6.3.3Direct marketing tools
6. 3.4 The direct marketing process
6.3.5Nat tire and uses of database marketing
6.3.6Customer relationship management
6.3.7Media decision
6.3.8Ethical issues in direct marketing
6.4 Managi advertising and sates promotion
6.4.1Nature and objectives Of advertising
6.4.2Developing an advertising campaign
6.4.3Evaluating the advertising efforts
6.4.4Organizing for advertising
6.4.6 6.4.5Sales promotion Publicity and public relations
Unit. 7 Competition and Marketing

7.1 Competitive forces in the market place

7.2 Competitors and competitive advantage
7.2.1 Analyzing competitive industry structure
7.2.2 Competitor analysis
7.2.3 Competitive advantage
7.2.4 Creating it differential advantage
7.2.5 Creating cost leadership
7.3 Develop competitive marketing strategy
7.4 The of competitive behaviour
7.5 Develop competitive marketing strategies
7.5.1 Build strategy
7.5.2 I bid strategy
7.5.3 Niche strategy
7.5.4 I larvest strategy
7.5.5 Divest strategy Unit 8 Marketing ImDlementation
I I nlpIL'nient(tioi1 of marketing' strttee and perlornianee evaluat ion 8. 1 1 Internal
marketing S. I .2 Developing implementation strategies 8. I .3 Evaluating
marketing pertrmance
8. 1 .4 Barriers to the implementation of the marketing concept
8.2 Marketing organization
8.3 Marketing control
8.3. 1 Principles of control
8.3.2 Strategic control
8.3.3 Operational control
8.3.4 l3enclimarking
 8.4 International marketing
8.4. 1 Domestic marketing and i nternat tonal marketing
8.4.2 Deciding whether to go international
8.4.3 Deciding which markets to enter
8.4.4 Deciding how to enter a lrcmgn market
8.4.5 1 )cveloping interi)at tonal marketing strategy
8.4.6 Organizing for international operations

Unit 9 Digit Marketing

9. I [)c fiiiing digital marketing
9.2Elenicnts of the digital age
9.3Digital marketing and the t rad iti. ihI I marketing mix
9.4Digital marketing planning
9.5Digital marketing media
9.( Organizational competences fr digital success
9.7F'-('oiniiierce domains
9.8( onduetinL E-Commnerce
9.9('hal lenges of E-Commerce
9.10 Fthical issues in digital marketing

Reconmineiided Text Book:

Kotler, Philip and Armstrong. Gary (2005) I"l/?(’l/)It' of Marketing, II tl'i Ed., Upper Saddle River, NJ:
Pearson/Prentice I fall.
Additional Readings:
Williani J. Stanton. Charles Futrell Fundamentals of Marketing, latest Fd. lobber. David ( 2007 ) /rimip/es
and/)/(ulu( ofinaAeting, 5 Ed., Maideithe:nl: McGraw-I lill Education
Ranclihod. Ashok (2007) Marketing .S't, 'aiei,',es, Financial 1 lilies Prentice I fall Baker, M. J. (2006)
Markeiint,': an nhtrolllletorvtext. Ilelenshurgh: \V P .leroinnie F. McCarthy, WVilli:ini I). l'erreaitlt Jr.
Basic Marketing, latest Ed.