Course Outline: Marketing and Business Development

Department of Economics GC University, Lahore
Course Outline: Marketing and Business Development
Course:
ESME 507: Marketing and Business Development
Credit:
3 Credit Hours
Pre-Requisite:
None
Objectives:
• To develop analytical ability of the students to make them able at analyzing
marketing issues.
• Understanding how psychological influences affect consumer behavior
particularly purchase decisions process.
• To facilitate student comprehension on how organizations search for new
marketing opportunities and select target market.
• To act as a foundation course for advanced level marketing courses.
• Amalgamating the various concepts of marketing and experience the impact on
overall business through case studies.
Course Outline:
1. Introduction to the Marketing Concepts
Need / Want I Market / Transaction / Exchange / 4Ps / Competition / Product vs. Service
/ Quality / Segment /Marketing System / Business / Profits.
Definition of marketing based on the above concepts Difference between marketing and
Selling
Marketing Management Philosophies
2: Product.
Product concept
Parts of product (core / actual/augmented)
Product classification.
Branding and its importance
Levels of brand familiarity
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Department of Economics GC University, Lahore
Packaging and its importance
Parts of packaging
Product life cycle
New product development .process
3. Price
Pricing and its importance in marketing
Internal and external factors affecting pricing
Basic price setting approaches
International and export pricing
Price adjustment techniques
4. Place
Distribution system defined
Why distribution is important?
Channel's management and dynamics
Vertical vs horizontal distribution system
5. Promotion
Promotion and its objective
Promotional-Mix: Advertising, Publicity, Sales promotion activities, Personal selling and
public relations
6. Market segmentation, positioning, targeting
7. International marketing
How is international market different?
Ways to enter into international market
Concepts of product standardization 'and adaptation
RECOMMENDED TEXT BOOK:
Principles of Marketing by Philip Kotler
SUPPLEMENTARY READING:
Basic Marketing by McCarthy/Peerreault
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Department of Economics GC University, Lahore
Marketing by Lusch &Lusch.
Fundamentals of Marketing by William J. Stanton
Marketing by Berkowitz Kerin, Rudelius
TEACHING STRATERGY:
a) The basic source of information for the course is the text. Students are expected to read
it carefully and at the pace set forth in the class.
b) Students are expected to come prepared and keenly participate in class discussions.
c) The course will be covered in the form of lectures, case studies and discussions.
d) At the end of the course a comprehensive project will be prepared and, presented by
the students.
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