Principles of Marketing (MKTG 2002)

Welcome to "Principles of Marketing," a premier educational journey explicitly crafted for undergraduate business administration (BBA) students, aspiring entrepreneurs, and future business leaders. Many people mistakenly believe that marketing is merely about advertising and selling. However, marketing is a comprehensive, multifaceted discipline. It is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This course provides a solid grounding in the core concepts and frameworks of marketing theory and analysis. Whether you are aiming for a career as a marketing manager, a digital marketing analyst, a product marketer, or simply want to deeply understand the modern business landscape, this course translates academic theories into highly actionable business skills.

In today's hyper-connected world, organizations do not operate in a vacuum. They are complex systems that require interaction with both internal elements and external environments to survive and prosper. Throughout this course, we will maintain a strong, overarching emphasis on employability, ethical awareness, and the use of concrete marketing metrics. You will be exposed to a diverse array of for-profit and nonprofit organizations, domestic and international markets, and tangible goods as well as intangible services. By anchoring our lessons in contemporary real-world scenarios—featuring companies like Apple, Amazon, Costco, Peloton, and Patagonia—you will see exactly how top-tier brands navigate competition, technological shifts, and consumer demands.

What You Will Learn

In this course, you will dive deep into the fundamental architecture of marketing strategy. You will begin by learning how to analyze micro and macro environments, apply SWOT and PESTLE analyses, and utilize portfolio tools like the BCG matrix. You will gain a profound understanding of purchasing behaviors, exploring the psychological, sociocultural, and situational factors that drive consumer choices, as well as the unique complexities of the business-to-business (B2B) buying center and procurement processes.

A significant portion of your learning will be dedicated to mastering the STP model: Market Segmentation, Targeting, and Positioning. You will learn how to divide broad markets based on demographic, geographic, psychographic, and behavioral variables, select the most profitable target audiences, and position your brand to stand out against competitors.

Furthermore, you will learn how to manipulate the traditional marketing mix—the 4Ps (Product, Price, Place, and Promotion). You will explore product life cycles, branding, packaging, and new product development. You will uncover the psychology and mathematics behind pricing strategies, from price skimming to penetration pricing. You will investigate modern distribution channels, supply chain logistics, and the evolving world of omnichannel retailing. Finally, you will master Integrated Marketing Communications (IMC), learning how to seamlessly blend advertising, public relations, personal selling, sales promotion, and digital/social media marketing to cut through the noise and reach your audience.

Importantly, this course heavily emphasizes the modern challenges of marketing. You will learn how to expand into global markets, craft culturally sensitive and inclusive campaigns for demographically diverse segments, and leverage big data and market intelligence. We will conclude by exploring the new paradigm of sustainable marketing, addressing the positive impact that purpose-driven, socially responsible companies can have on people, the planet, and profits.

Course Structure

To provide a structured and digestible learning experience, this course is meticulously organized into five comprehensive modules spanning 20 focused sections. This equates to approximately 20 hours of core video lecture content, optimized for the pacing of BBA students.

• Module 1 introduces the foundations of marketing, customer value creation, and strategic planning.
• Module 2 focuses on understanding the marketplace, covering consumer and B2B behavior, STP strategies, market research, and the nuances of global and diverse markets.
• Module 3 breaks down the first two Ps of the marketing mix: Product strategies (including services and new product development) and Pricing tactics.
• Module 4 delves into Promotion, exploring the intricacies of Integrated Marketing Communications, advertising, PR, personal selling, and digital/social media marketing.
• Module 5 concludes with Place (distribution), retailing, wholesaling, and a deep dive into sustainable, purpose-driven marketing.

Course Features

This course goes beyond traditional lectures by offering highly interactive and practical features:

• Real-World Case Studies: Every section includes "In the Spotlight" and "Closing Company Case" examples highlighting strategies from leading global brands.
• Marketing Metrics & Dashboards: Learn the language of business by calculating and analyzing Key Performance Indicators (KPIs) such as Return on Investment (ROI), Cost Per Thousand (CPM), conversion rates, and Customer Lifetime Value (CLV).
• Employability Focus: "Careers in Marketing" segments and "Building Your Personal Brand" exercises will guide you in crafting your professional identity, optimizing your LinkedIn profile, and preparing for job interviews.
• Marketing Plan Exercise: A semester-long, cumulative project where you will apply everything you learn to build a comprehensive, professional-grade marketing plan for a real company or product.
• Ethical Marketing Considerations: Dedicated discussions on corporate social responsibility (CSR), data privacy, deceptive advertising, and the Foreign Corrupt Practices Act (FCPA) ensure you become a responsible business leader.