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KING SAUD UNIVERSITY COLLEGE OF BUSINESS ADMINSTRATION P.O Box : 165 , Kha !"11#$% K&'()o* o+ Sa,)&a A a-&a .KSA/
COURSE PLAN
BAC0ELOR OF BUSINESS ADMINSTRATION .BBA/ SEMESTER FIFT0 PRINCIPLES OF MARKETING COURSE CODE"MKT %11 C 2)&3 ho, 4: 5
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S,-!2=3: PRINCIPLES OF MARKETING D, a3&o': A,(,43 %11#"D2=2*-2 %11# O'2 S244&o': 51 M&',324 A. LEVEL OF KNOALEDGE REOUIRED:" 1" Some Basic Knowledge in Elementary Level Mathematics. %" Basics Microeconomics and Macroeconomics. 5" Statistical, algebraic and algebra in the Quantities Technique. B. OBCECTIVES:" Th2 O-!2=3&D24 o+ 3h&4 =o, 42 a 2: The course aims at develo ing, s!ills, awareness and also ability required "or rinci les o" Mar!eting. The course is analytical as well as theoretical and the conce ts are em hasi#ed throughout. The ob$ective is that students acquire !nowledge and understanding o" the conce ts and mainstream theories in rinci les o" Mar!eting. %rom this sub$ect students can achieve the conce tion o"& 1" de"ining Mar!eting and the Mar!eting 'rocess. %" (nderstanding the Mar!et lace and consumer. 5" )esigning a customer*)riven Mar!eting Strategy and +ntegrated Mar!eting Mi,. $" +denti"y the basic rinci les o" mar!eting. C. Th2 S7::a-,4:" Pa 3 1: )e"ining Mar!eting and the Mar!eting 'rocess. Pa 3 %: (nderstanding the Mar!et lace and consumer. Pa 3 5: )esigning a customer*)riven Mar!eting Strategy and +ntegrated Mar!eting Mi,. Pa 3 $: E,tending Mar!eting. D. PEDAGOGY:" -* Lectures .* %aculty lead )iscussion /* 'resentation 0* 1ase studies 2* 1lass Test 3* Qui# 4* 5ome 6or!78ssignment 9* Slides :* 8ctivities Co, 42: BBA%11>"1% S2*2432 :53h
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E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study
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-*'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' /0*3. and study notes rovided by me.
E F 8CS D Slides D )iscussion D E,am les D 1lassroom D 8ctivities D 'roblems D 1ase study
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?" CUSTOMER BDRIVEN MARKETING STRATEGY :CREATING VALUE FOR TARGET CUSTOMERS
Mar!et Segmentation Mar!et Targeting )i""erentiation and 'ositioning 1om any case
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'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' .2A*.49 and study notes rovided by me.
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'rinci les o" Mar!eting 'hili Kotler*>ary 8rmstrong '' //.*/3A and study notes rovided by me.
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1>"CREATING COMPETITIVE
ADVANTAGE
1om etitive 8nalysis 1om etitive Strategies Balancing 1ustomer and 1om etitor Frientation
G. INTERNAL EHAMINATION:"
M&'&*,* 3h 22 =o*6o'2'34 o,3 o+ 3h2 +o::o9&'( 9&:: -2 ,42) .To3a: $1 Ma 84/ aB 1lass Tests bB Seminar 'resentation cB Mini 'ro$ect dB 5ome 8ssignment eB 6or!sho "B Qui# gB 8ttendances
0. SUGGESTED READINGS:"
No 1. %. 5. $. 5. T&3:2 'rinci les o" Mar!eting Engineering @So"t coverB %undamentals o" Business to Business sales and Mar!eting 'rinci les o" Mar!eting 'rinci les o" Mar!eting& 8n 8sian 'ers ective 'rinci les F" Mar!eting A,3ho >aryL Lilien, 8rvind IF5C M. 1FE Kotler ,8dam, Brown H 8rmstrong& 8ctiv boo! Kotler, 'hili ? >ary 8rmstrong, et al Kurt# ) L P,-:&4h2 Tra""ord 'ublishing @May .AA4B Mc >raw 5ill 'E8<SFC E)(18T+FC 8(, .9.-A.A2 Singa ore, -st Edition .AA2 %li !art.com Bangal ore * Karnata!a, +ndia
I. FURT0ER READING
8cademy o" Mar!eting Science <eview 8sian Iournal o" Mar!eting Euro ean Iournal o" Mar!eting +nternational Iournal o" 8dvertising
+nternational Iournal o" +nternet Mar!eting and 8dvertising
+nternational Mar!eting <eview +nternational <eview on 'ublic and Con 'ro"it Mar!eting
Iournal o" Business*to*Business Mar!eting
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Iournal o" 1onsumer Mar!eting Iournal o" )atabase Mar!eting and 1ustomer Strategy Management Iournal o" >lobal Mar!eting Iournal o" +nteractive Mar!eting Iournal o" +nternational Mar!eting Iournal o" +nternet Mar!eting Iournal o" Mar!eting Iournal o" <elationshi Mar!eting
C. INSTRUCTIONS:"
aB 8ll students will be divided in grou s com rising o" / to 2 @"acultyJs o tionB students in each. bB Students are e, ected to read the concerned sessionJs contents in advance be"ore coming to the class. cB The session will be made interactive through active artici ation "rom students. The entire session will be conducted through question*answer, discussion, current ractices, e,am les, roblem solving, activities and resentations etc. dB +n the case study session all students are e, ected to re are their analysis and answers7decisions in their res ective grou s. 8ny grou may be as!ed to resent their views and de"end the same. eB Students may be as!ed to re are a to ic out o" the syllabi and teach a given to ic on a given day. "B 8ll schedules7announcements must be strictly adhered to.