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    Principle of Marketing Course Outline

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    yonas
    This document provides an overview of a Principles of Marketing course offered at East Africa College. The 3 credit course, taught by Natnael Tilahun, introduces basic marketing concepts and principles. It covers topics such as the marketing environment, marketing research, consumer and organizational buying behavior, the marketing mix (product, price, place, promotion), and market segmentation, targeting, and positioning. The course objectives are for students to understand marketing concepts and principles, apply marketing thinking to target markets, and develop a marketing program considering market forces. The course will be taught over 15 chapters covering these fundamental marketing topics.

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    Principle of Marketing Course Outline

    Uploaded by

    yonas
    155 views2 pages
    This document provides an overview of a Principles of Marketing course offered at East Africa College. The 3 credit course, taught by Natnael Tilahun, introduces basic marketing concepts and principles. It covers topics such as the marketing environment, marketing research, consumer and organizational buying behavior, the marketing mix (product, price, place, promotion), and market segmentation, targeting, and positioning. The course objectives are for students to understand marketing concepts and principles, apply marketing thinking to target markets, and develop a marketing program considering market forces. The course will be taught over 15 chapters covering these fundamental marketing topics.

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    Principle of Marketing course outline

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    This document provides an overview of a Principles of Marketing course offered at East Africa College. The 3 credit course, taught by Natnael Tilahun, introduces basic marketing concepts and principles. It covers topics such as the marketing environment, marketing research, consumer and organizational buying behavior, the marketing mix (product, price, place, promotion), and market segmentation, targeting, and positioning. The course objectives are for students to understand marketing concepts and principles, apply marketing thinking to target markets, and develop a marketing program considering market forces. The course will be taught over 15 chapters covering these fundamental marketing topics.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    155 views2 pages

    Principle of Marketing Course Outline

    Uploaded by

    yonas
    This document provides an overview of a Principles of Marketing course offered at East Africa College. The 3 credit course, taught by Natnael Tilahun, introduces basic marketing concepts and principles. It covers topics such as the marketing environment, marketing research, consumer and organizational buying behavior, the marketing mix (product, price, place, promotion), and market segmentation, targeting, and positioning. The course objectives are for students to understand marketing concepts and principles, apply marketing thinking to target markets, and develop a marketing program considering market forces. The course will be taught over 15 chapters covering these fundamental marketing topics.

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

    East Africa College

    Faculty of Business and Economics


    Course Title: Principles of Marketing
    Course no.: MGT 210
    Credit hours: 3
    Instructor name: Natnael Tilahun (MBA, MA)
    Course Description:
    Basic concepts and definitions of marketing; analysis of variables; affecting demand; buying
    decision process; market segmentation and targeting; market research and forecasting as the
    basis of planning; the marketing-mix variables; the scope and role of marketing research in the
    development and implementation of marketing programs.
    Course objectives:
    By the end of this course, students will be able to:

    $ Identify the concepts and principles of marketing, the marketing environment,


    marketing research, and information systems
    $ Apply marketing thinking in the analysis and selection of target markets in both the
    individual and organizational consumer
    $ Develop a marketing program, the different forces operating in the market and the
    significance of each of these forces.

    Chapter 1 Definition and Background


    1.1. Marketing definition
    1.2. Marketing management
    1.3. Marketing management philosophies

    Chapter 2 The Marketing Environment


    2.1. The Marco environment
    2.2. The Micro environment

    Chapter 3 Marketing Information Systems and Marketing Research


    3.1. The Marketing Information System
    3.2. Marketing Intelligence System
    3.3. The Market Research Process
    Chapter 4 Market segmentation, Targeting, and Positioning
    4.1 Market segmentation
    4.2. Market targeting
    4.3. Market positioning

    Chapter 5 Consumer and Organizational Buying Behavior


    5.1. Consumer buying behavior
    5.1. Buying Decision Process
    5.3. Major factors influencing consumer behavior
    5.4. Nature of organizational buying behavior
    Chapter 6 The Product
    6.1. Product planning and development
    6.2. Product Mix strategies
    6.3. Brands, Packaging, and other product features
    Chapter 7 The Price
    7.1. Price determination
    7.2. Pricing strategies and policies
    Chapter 8 Distribution
    8.1 Managing channels of distribution
    8.2 Wholesale and retail
    8.3 Management of physical distribution
    Chapter 9 Promotion
    9.1 The promotional Mix
    9.2 Advertising
    9.3. Management of personal selling
    9.4. Sales promotion
    9.5 Public relation and publicity
    Reference

    Philip Kotler (1999), Principles of Marketing, Prentice hall of India private limited

    Stanton. J. William, (1991). Fundamentals of Marketing, McGraw Hill Inc, 1

    Baker, Michael J, (1991). Marketing an Introductory. 5th Edition, McMillan Education.

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