Allama Iqbal Open University Islamabad (Department of Business Administration)

ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD
(Department of Business Administration)

*****
MARKETING THEORY & PRACTICE (5005)
CHECKLIST
SEMESTER: SPRING, 2020
This packet comprises following material: -
1. Textbook
2. Course Outline
3. Assignment No.1, 2
4. Assignment forms (two sets)
If you find anything missing, in this packet, out of the above mentioned material,
please contact at the address given below:
Director,
Admission & Mailing,
Mailing Section, Block No. 28,
Allama Iqbal Open University,
H-8, Islamabad.
Phone: 051-9057611-12
Muhammad Ayub Shaikh

Course Coordinator
ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Business Administration)
WARNING
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING THE
ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD OF
DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENT(S) BORROWED OR STOLEN FROM
OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN
“AIOU PLAGIARISM POLICY”.
Course: Marketing Theory & Practice (5005) Semester: Spring, 2020

Level: MSc (Administrative Sciences) Total Marks: 100
Pass Marks: 50
Q. 1 Explain the concept of exchange, including the conditions that must exist for an
exchange to occur, and give an example of an exchange that does not involve
money. (20)
Q. 2 What do you understand by ‘Strategic Business Units’? Describe its background

concept. (20)
Q. 3 With the suitable example, discuss the differences among client, customer and
consumer. (20)
Q. 4 Explain the key changes in the political and cultural environment. (20)
Q. 5 Define the marketing information system and discuss its parts. (20)
ASSIGNMENT No. 2
Total Marks: 100
Pass Marks: 50
This assignment is a research-oriented activity. You are required to visit any business/
commercial organization, write a paper of about 10 pages on the topic allotted to you.
You are required to prepare two copies of Assignment No. 2. Submit one copy to your
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tutor/teacher for evaluation and the second copy for presentation in the workshop in the
presence of your resource persons and classmates, which will be held at the end of the
semester prior to final examination. Students studying at the approved study centres of
AIOU are required to present the same at their study centres.
Topics
1. Psychological pricing
2. Product line
3. An organization’s internal environment
4. Industrial market
5. Promotion mix
6. International marketing
7. Marketing of services
8. Geographic pricing strategies
9. Forecasting market demand
Guidelines for the submission of assignments

You are required to prepare two copies of 2 nd assignment. Submit one copy to your tutor/
teacher for evaluation and the second copy for presentations in the workshop in the
presence of the resource person and classmates, which will be held at the end of the
semester prior to the final examination. Students studying at the study centers of AIOU
are required to present the same at their study centers. You are also required to select one
of the above topics according to the last digit of your roll number for example, if your roll
number is L-342718 then you will select topic # 8 (the last digit).
3
MARKETING THEORY & PRACTICE
Course Outline (MSc (Administrative Sciences)-5005)
UNIT-1 AN INTRODUCTION TO MARKETING

1.1 The Field of Marketing
1.1.1 Nature and Scope of Marketing
1.1.2 Present Day Importance of Marketing
1.1.3 The Marketing Concept
1.1.4 Marketing Management and its Evaluation
1.2 The Marketing Environment
1.2.1 External Macro Environment
1.2.2 External Micro Environment
1.2.3 An organization's Internal Environment
1.3 Strategic Marketing Planning
1.3.1 Managing a Marketing System
1.3.2 Nature and scope of Planning
1.3.3 Strategic Company Planning and Marketing Planning
1.4 Marketing Information Systems and Marketing Research
1.4.1 Meaning and Importance of Marketing Information System
1.4.2 Scope of Marketing Research and Procedure in Marketing Research
UNIT-2 TARGET MARKETS

2.1 Market Demographics and Buying Behaviour
2.1.1 Market Opportunity Analysis
2.1.2 Population: Its Distribution and Composition
2.1.3 Consumer Income and Its Distribution
2.1.4 Consumer Expenditure Patterns
2.2 Social Group and Psychological Influences on Buyer Behaviour
2.2.1 Importance and Difficulty of Understanding Consumer Behaviour
2.2.2 Cultural Influences
2.2.3 Social Group Influences
2.2.4 Psychological Determinants of Buyer Behaviour
2.2.5 Decision Making Process in Buying
2.3 The Industrial Market
2.3.1 Nature Scope and Importance of the Industrial Market
2.3.2 Characteristics of Industrial Market demand
2.3.3 Determinants of Industrial Market Demand
2.4. Market Segmentation and Forecasting Market Demand
2.4.1 Nature of Market Segmentation
2.4.2 Bases of Market Segmentation and Target-Market Strategies
2.4.3 Forecasting Market Demand
UNIT-3 THE PRODUCT
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3.1 Product Planning and Development
3.1.1 The Meaning of Product
3.1.2 Classification of Products
3.1.3 Importance of Product Innovation and Development of New
Products
3.1.4 Organizing for Product Innovation
3.1.5 Why New Products Fail or Succeed
3.2 Product-Mix Strategies
3.2.1 Product Mix and Product Line
3.2.2 Major Product-Mix Strategies
3.2.3 Concept of the Product Life Cycle
3.2.4 Planned Obsolescence and Fashion
3.3 Brands, Packaging and other Product Features
3.3.1 Brands
3.3.2 Packaging and Labeling
3.3.3 Other Image-Building Features
UNIT-4 THE PRICE

4.1 Pricing Objectives and Price Determination
4.1.1 Nature and Importance of Price
4.1.2 Pricing Objectives
4.1.3 Factors Influencing Price Determination
4.2 Basic Methods of Setting Prices
4.2.1 Cost plus Pricing
4.2.2 Break Even Analysis
4.2.3 Prices based on a Balance between Supply and Demand
4.2.4 Prices Set in Relation to Market Alone
4.3 Pricing Strategies and Policies
4.3.1 Discounts and Allowances
4.3.2 Geographic Pricing Strategies
4.3.3 One Price versus Flexible Prices Strategy
4.3.4 Skimming and Penetration Pricing
4.3.5 Unit Pricing, Price Lining, Resale Price Maintenance, Leader
Pricing and Psychological Pricing
4.3.6 Pricing versus Nonprice Competition
UNIT-5 THE DISTRIBUTION - I

5.1 The Retail Market and Retailing Institutions
5.1.1 Middlemen and Channels of Distribution
5.1.2 Nature of Retail Markets
5.1.3 Classification of Retailers
5.1.4 The Future in Retailing
5.2 The Wholesale Market and Wholesaling Middlemen
5.2.1 Nature and importance of Wholesaling
5.2.2 Merchant Wholesalers
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5.2.3 Agent Wholesaling Middlemen
5.2.4 Future of the Wholesaler
UNIT-6 THE DISTRIBUTION - II

6.1 Channel of Distribution Conflict, Cooperation and Management
6.1.1 Conflict and Cooperation in Distribution Channel
6.1.2 Selecting Channels of Distribution
6.1.3 Determining Intensity of Distribution
6.2 Management of Physical Distribution
6.2.1 Nature and Importance of Physical Distribution Management
6.2.2 The Strategic use of Physical Distribution
6.2.3 Major tasks in Physical Distribution Management
UNIT-7 THE PROMOTION

7.1 The Promotional Programme
7.1.1 Meaning and importance of Promotion
7.1.2 The communication Process
7.1.3 Determination of Promotional Mix
7.1.4 Determination of Total Promotional Appropriation
7.1.5 The Campaign Concept: An exercise in Strategic Planning
7.2 Management of Personal Selling
7.2.1 Nature and Importance of Personal Selling
7.2.2 The Strategic Personal Selling Process
7.2.3 Strategic Sales Force Management and operating a Sales Force
7.2.4 Evaluating a Sales Person's Performance and Publicity
7.3 Management of Advertising and Sales Promotion
7.3.1 Nature and Objectives of Advertising
7.3.2 Developing an advertising campaign
7.3.3 Evaluating the advertising efforts
7.3.4 Organizing for advertising
7.3.5 Sales Promotion
7.3.6 Publicity and public relations
UNIT-8 MARKETING IN SPECIAL FIELDS

8.1 Marketing of Services
8.1.1 Nature and importance of services
8.1.2 Strategic Programme for the Marketing of Services
8.2 International Marketing
8.2.1 Domestic Marketing and International Marketing
8.2.2 Structures of Operating in Foreign Markets
8.2.3 A Strategic Programme for International Marketing
8.2.4 International Trade Balance
UNIT-9 MARKETING MANAGEMENT

9.1 Implementation of Marketing Strategy and Performance Evaluation
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9.1.1 Implementation of Marketing Strategy
9.1.2 Evaluating Marketing Performance
9.1.3 Sales Analysis and Marketing Cost Analysis
9.2 Marketing Societal Appraisal and Prospects
9.2.1 Criticisms of Marketing
9.2.2 Consumerism: A Criticism of our Marketing System
9.2.3 Responses to Criticisms
9.2.4 A Societal Orientation in Marketing
BOOKS RECOMMENDED:
1. Fundamentals of Marketing by William J. Stanton, Charles Futrell
2. Principles of Marketing by Philip Kotler
3. Basic Marketing by E. Jeromme Mc Carthy, William D. Perreault Jr.
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Allama Iqbal Open University Islamabad (Department of Business Administration)

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ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD

(Department of Business Administration)

MARKETING THEORY & PRACTICE (5005)

SEMESTER: SPRING, 2020

This packet comprises following material: -

Muhammad Ayub Shaikh

Course: Marketing Theory & Practice (5005) Semester: Spring, 2020

Q. 2 What do you understand by ‘Strategic Business Units’? Describe its background

3. An organization’s internal environment

8. Geographic pricing strategies

9. Forecasting market demand

Guidelines for the submission of assignments

UNIT-1 AN INTRODUCTION TO MARKETING

UNIT-2 TARGET MARKETS

UNIT-3 THE PRODUCT

UNIT-4 THE PRICE

UNIT-5 THE DISTRIBUTION - I

UNIT-6 THE DISTRIBUTION - II

UNIT-7 THE PROMOTION

UNIT-8 MARKETING IN SPECIAL FIELDS

UNIT-9 MARKETING MANAGEMENT

2. Principles of Marketing by Philip Kotler

3. Basic Marketing by E. Jeromme Mc Carthy, William D. Perreault Jr.

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