IQRA UNIVERSITY - Karachi

Faculty of Business Administration

Title Marketing For Managers Program MBA

Code MKT321 Pre-Req

Course Objectives Learning Outcomes

Enable the students to understand how well thought out and carefully
implemented marketing strategies can help businesses succeed in a
CO1 competitive environment LO1 Demonstrate knowledge and understanding of Marketing
To understand the marketing process from the point of view of both the
CO2 consumer and the firm LO2 Evaluate the contemporary approaches to strategy, discuss in the context of marketing and business models
CO3 Enable students to recognize the importance of marketing LO3 To recognize the importance of marketing in the competitive world
CO4 Enable students to examine factors influencing business behavior LO4 Examine the factors influencing the business behavior for better application of marketing tools
CO5 Enable students to apply marketing tools for successful marketing plan LO5 Critical thinking and problem solving for successful marketing plan

To will help you understand how marketing impacts your functional area and at
a more personal level, this course will help you become a “better” and more
CO6 “responsible” consumer (For students majoring in other disciplines). LO6 Analyze marketing mix and product line decisions,promotional mix and distribution mix decisions.
CO7 Enable students to bring their own ideas LO7 Create their own thoughts and ideas by applying prior knowledge and skills.
To build an understanding of basic marketing theories and practices that will
CO8 enable the students to make more informed purchasing decisions. LO8 Implications of the various marketing tools and practices.

Week # 1: Introduction to Marketing

1 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 1.1 Introduction to Marketing and the marketing process X X X X X
Unit 1.2 Understanding the marketplace and customer needs X X X
The importance and the scope of marketing, and
Unit 1.3 company orientations towards the marketplace X X X X
Unit 1.4 Core marketing concepts X X X X X
Unit 1.5 The Changing Marketing Landscape

Week # 2: Marketing: Creating and capturing Customer Value

2 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 2.1 Market Offerings X
Unit 2.2 Marketing Myopia X X X X
Unit 2.3 Customer Lifetime Value X
Unit 2.4 Customer Equity X X X
Unit 2.5 Need, Wants and Demands X

Week # 3: Analyzing the marketing environment

3 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 3.1 Company's Marketing environment X X X
Unit 3.2 The Micro environment X X
Unit 3.3 The Macro environment X X
Unit 3.4
Unit 3.5

Week # 4: Consumer Markets and Consumer Buyer Behavior

4 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 4.1 Model of Consumer Behavior X X
Unit 4.2 Characteristics Affecting Consumer Behavior X
Unit 4.3 The Buyer Decision Process X
Unit 4.4 Types of Consumer buying X X
Unit 4.5 Influences of Consumer Buying Behaviour X

Week # 5:Business Markets and Business Buyer Behavior

5 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 5.1 Business Markets X X
Unit 5.2 Consumer Markets X X
Unit 5.3 Business Buying Behaviour X X
Unit 5.4 Influences of Business Buying Behaviour X
Unit 5.5

Week # 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

6 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 6.1 Market Segmentation X X X
Unit 6.2 Segmenting consumer Markets & Business markets X
Unit 6.3 Market Targeting X
Unit 6.4 Differentiation and Positioning X
Unit 6.5

Week # 7: Products, Services, and Brands: Building Customer Value

7 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 7.1 Products, Services, and Experiences X X
Unit 7.2 Product and Service Decisions X X
Unit 7.3 Services Marketing X
Unit 7.4
Unit 7.5

Week # 8: New Product Development and Product Life-Cycle Strategies

8 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 8.1 New-Product Development Strategy X X
Unit 8.2 The New-Product Development Process X
Unit 8.3 The New-Product Development Process X
Unit 8.4 Additional Product and Service Considerations X
Unit 8.5

Week # 9: Pricing: Understanding and Capturing Customer Value

9 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 9.1 Defining Price &Major Pricing Strategies X X
Unit 9.2 Internal and External Considerations Affecting Price X X
Unit 9.3 Decisions X
Unit 9.4
Unit 9.5

Week # 10: Pricing Strategies

10 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 10.1 New-Product Pricing Strategies X
Unit 10.2 Product Mix Pricing Strategies X
Unit 10.3 Price Adjustment Strategies X
Unit 10.4 Price Changes X
Unit 10.5

Week # 11: Marketing Channels: Delivering Customer Value

11 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 11.1 Supply Chains and the Value Delivery Network X X
Unit 11.2 Channel Behavior and Organization X
Unit 11.3 Channel Design and management Decisions X
Unit 11.4
Unit 11.5

Week # 12: Advertising and Public Relations, Personal Selling and Sales Promotion
12 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 12.1 Advertising X X
Unit 12.2 Public Relations X
Unit 12.3 Personal Selling X X
Unit 12.4
Unit 12.5

Week # 13: Marketing Information and Insights

13 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 13.1 Marketing information and cutomer insights X
Unit 13.2 Assessing marketing information needs X X X
Unit 13.3 Developing Marketing Information X
Unit 13.4 Marketing Research X
Unit 13.5 Analyzing and using marketing information X

Week # 14: Project presentation

14 Unit Topic PPT Video Rec Lec Assign Quiz Reading Youtube Web Res Activity
Unit 14.1 Advertising Strategies X
Unit 14.2 Message Execution Forms X
Unit 14.3 Major Advertising Decisions X
Unit 14.4
Unit 14.5

Week # 15: Project Presentation

Week 16:Final Examination Yes Open Book Written Flexible Time
 Powerpoint Lectures

Week Unit Unit Topic Powerpoint Developed by

1 1.1 Introduction to Marketing and the marke S. Aqsa Zainab
1 1.2 Understanding the marketplace and cus S. Aqsa Zainab
The importance and the scope of
1.3 marketing, and company orientations
1 towards the marketplace S. Aqsa Zainab
1 1.4 Core marketing concepts S. Aqsa Zainab
1 1.5 The Changing Marketing Landscape S. Aqsa Zainab
2 2.1 Market Offerings M. Jehangir
2 2.2 Marketing Myopia M. Jehangir
2 2.3 Customer Lifetime Value M. Jehangir
2 2.4 Customer Equity M. Jehangir
2 2.5 Need, Wants and Demands M. Jehangir
3 3.1
3 3.2
3 3.3
3 3.4
3 3.5
4 4.1
4 4.2
4 4.3
4 4.4
4 4.5
5 5.1
5 5.2
5 5.3
5 5.4
5 5.5
6 6.1
6 6.2
6 6.3
6 6.4
6 6.5
7 7.1
7 7.2
7 7.3
7 7.4
7 7.5
8 8.1
8 8.2
8 8.3
8 8.4
8 8.5
9 9.1
9 9.2
9 9.3
9 9.4
9 9.5
10 10.1
10 10.2
10 10.3
10 10.4
10 10.5
11 11.1
11 11.2
11 11.3
11 11.4
11 11.5
12 12.1
12 12.2
12 12.3
12 12.4
12 12.5
13 13.1
13 13.2
13 13.3
13 13.4
13 13.5
14 14.1
14 14.2
14 14.3
14 14.4
14 14.5
nt Lectures

Powerpoint Reviewed by Uploaded by

 Studio Recorded Video

Week Unit Unit Topic Duration

1 1.1 Introduction to Marketing and the marketing process
1 1.2 Understanding the marketplace and customer needs
The importance and the scope of
1.3 marketing, and company orientations
1 towards the marketplace
1 1.4 Core marketing concepts
1 1.5 The Changing Marketing Landscape
2 2.1 Market Offerings
2 2.2 Marketing Myopia
2 2.3 Customer Lifetime Value
2 2.4 Customer Equity
2 2.5 Need, Wants and Demands
3 3.1
3 3.2
3 3.3
3 3.4
3 3.5
4 4.1
4 4.2
4 4.3
4 4.4
4 4.5
5 5.1
5 5.2
5 5.3
5 5.4
5 5.5
6 6.1
6 6.2
6 6.3
6 6.4
6 6.5
7 7.1
7 7.2
7 7.3
7 7.4
7 7.5
8 8.1
8 8.2
8 8.3
8 8.4
8 8.5
9 9.1
9 9.2
9 9.3
9 9.4
9 9.5
10 10.1
10 10.2
10 10.3
10 10.4
10 10.5
11 11.1
11 11.2
11 11.3
11 11.4
11 11.5
12 12.1
12 12.2
12 12.3
12 12.4
12 12.5
13 13.1
13 13.2
13 13.3
13 13.4
13 13.5
14 14.1
14 14.2
14 14.3
14 14.4
14 14.5
Studio Recorded Video

Video Developed by Video Reviewed by

Uploaded by
 Explanatory Lectures

Week Unit Unit Topic Recorded Lecture Developed by

1 1.1 Introduction to Marketing and the marketing process
1 1.2 Understanding the marketplace and customer needs
The importance and the scope of
1.3 marketing, and company orientations
1 towards the marketplace
1 1.4 Core marketing concepts
1 1.5 The Changing Marketing Landscape
2 2.1
2 2.2
2 2.3
2 2.4
2 2.5
3 3.1
3 3.2
3 3.3
3 3.4
3 3.5
4 4.1
4 4.2
4 4.3
4 4.4
4 4.5
5 5.1
5 5.2
5 5.3
5 5.4
5 5.5
6 6.1
6 6.2
6 6.3
6 6.4
6 6.5
7 7.1
7 7.2
7 7.3
7 7.4
7 7.5
8 8.1
8 8.2
8 8.3
8 8.4
8 8.5
9 9.1
9 9.2
9 9.3
9 9.4
9 9.5
10 10.1
10 10.2
10 10.3
10 10.4
10 10.5
11 11.1
11 11.2
11 11.3
11 11.4
11 11.5
12 12.1
12 12.2
12 12.3
12 12.4
12 12.5
13 13.1
13 13.2
13 13.3
13 13.4
13 13.5
14 14.1
14 14.2
14 14.3
14 14.4
14 14.5
ry Lectures

Recorded Lecture Reviewed by Uploaded by

 Resource

Week Unit Unit Topic

1 1.1 Introduction to Marketing and the marketing process
1 1.2 Understanding the marketplace and customer needs
The importance and the scope of
1.3 marketing, and company orientations
1 towards the marketplace
1 1.4 Core marketing concepts
1 1.5 The Changing Marketing Landscape
2 2.1 Market Offerings
2 2.2 Marketing Myopia
2 2.3 Customer Lifetime Value
2 2.4 Customer Equity
2 2.5 Need, Wants and Demands
3 3.1
3 3.2
3 3.3
3 3.4
3 3.5
4 4.1
4 4.2
4 4.3
4 4.4
4 4.5
5 5.1
5 5.2
5 5.3
5 5.4
5 5.5
6 6.1
6 6.2
6 6.3
6 6.4
6 6.5
7 7.1
7 7.2
7 7.3
7 7.4
7 7.5
8 8.1
8 8.2
8 8.3
8 8.4
8 8.5
9 9.1
9 9.2
9 9.3
9 9.4
9 9.5
10 10.1
10 10.2
10 10.3
 10 10.4
10 10.5
11 11.1
11 11.2
11 11.3
11 11.4
11 11.5
12 12.1
12 12.2
12 12.3
12 12.4
12 12.5
13 13.1
13 13.2
13 13.3
13 13.4
13 13.5
14 14.1
14 14.2
14 14.3
14 14.4
14 14.5

Course & Reference Books

S# Form Title
1 HC
2 HC
3 SC
4 SC
5 SC
HC = Hard copy, SC = Soft copy
 Resources

Readings (book & pages) Youtube Resoures

d the marketing process
ce and customer needs

X
Author(s) Edition
 Web Resources Uploaded by

X
Publisher Course / Reference
Zoom Session Topics / Units
1
2
3
4
5
6
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10
11
12

Webinar Topic
1
2
3
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Faculty 1 Faculty 2

Speaker Organization
Date Time

Date Time
 Assessment

Asessments Unit Ref Topics Covered Developed by

Assignment 1 Introduction to Marketing and the marketing process

Assignment 2 Customer Lifetime Value
Assignment 3
Assignment 4
Assignment 5
Assignment 6

Quiz 1 Core marketing concepts

Quiz 2 Creating and capturing Customer Value
Quiz 3
Quiz 4
Quiz 5
Quiz 6

Activity 1
Activity 2
Activity 3
Activity 4
Activity 5
Activity 6

Final Examination

Mini Project Details

Course Project Details

Final Examination Details

Assessment

Reviewed by Uploaded by Assessed by

 Course Te

S# Name Designation Campus

1 Muhammad Waqas Rana
2 M. Jehangir
3 S. Aqsa Zainab
4
5
6
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10
 Course Team

Cell # Email Address

Comments
 Explanations of each item

Item
Course Outline
Week-wise topics
Lectures
Recorded Videos

Recorded Session

Zoom sessions live

Webinars (Zoom)
Readings
Youtube Resources
Web resources
Quizzes
Assignment
Activities
Mini Project
Course Project
Final Examination
Attendance
 Explanations of each item

Description
Complete course outline
Week-wise topics + Units development (5 units per week)
Powerpoint lectures Week-wise, Entire course will be divided into 14 weeks lectures
Video lectures in Unit-wise (5 Units per Week), Videos will be recorded in studio for each week around 5 unit
videos will be recorded of around 5-8 minutes of each.
Recorded sessions based on explanations of powerpoint prepared. Recording can be done on OBS, Zoom, or
any other recording software
Live sessions will be conducted for one hour once in two weeks (as tutorial) to handle queries, This session will
also be recorded for reference
National and international speakers will be invited for these seminars
Reading material will be identified to supplement the content (at least one for each week)
Youtube resources will be identified to supplement content (at least one for each week)
Multiple web resources will be identified to supplement content
Quizzes on various topics – MCQS or T/F type objective quizzes
Small assignments
Short activities (not graded) only for learning and submission
One mini project as midterm examination
One course project close to end of the course
One open book final examination
Attendance as participation, Weekly interaction of the participants for material access and task completion
Frequency Comments
1 Complete course outline with unit details
70 Approx 5 units per week
14 14 lectures with Units breakup as sections
70
One video lecture for each unit
14 One recorded lecture for each ppt

12
Live zoom sessions for query and Q&A
6 Foreign / Industry speakers
14 One for each week at least
14 One for each week at least
Varies
5 to 10 Min 5 and Max 10
5 to 10 Min 5 and Max 10
Several Depends on course
1
1
1
Several Via VLE access and interaction
 Important Notes

S#
1
2
3
4
5
 Important Notes

Note