School of Business

Department of Marketing & International Business

Course Name: Introduction to Marketing

Course Code
& Section No: MKT 202
Semester: Fall 2020
INSTRUCTOR & DEPARTMENT INFORMATION

1. Instructor Name: Riasat Amir (Rst)

2. Office Location NAC 734-6
3. Office Hours: TBA

4. Email Address: riasat.amir@northsouth.edu

5. Department: Marketing & International Business

6. Links: North South University Website: http://www.northsouth.edu

Website for my courses: http://www.rmamir.weebly.com

COURSE & SECTION INFORMATION

Class Time &

Location

Course ENG 102

Prerequisite(s)
Course Credit 3:0
Hours
Course This is an introductory marketing course that facilitates the students to get a
Description comprehensive understanding of the basic concepts of marketing. The course will
cover various fields of marketing such as customer value creation, marketing
environment, customer relationship management, segmentation and target Market,
pricing, product development, Promotion, basic market research tools, consumer
behavior, and the components of integrated marketing communication.

Course Objectives 1. To introduce you to the key elements in developing a marketing strategy and
planning a marketing program. 
2. To familiarize you with the elements of the marketing mix (product, pricing,
promotion, and distribution strategies)
3. To make you understand the relationship of marketing to other functions and
processes in a business organization on an integrated basis; providing real world
examples of challenges and issues related to marketing.

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Student Learning On successful completion of this course, the students should be able to:
Outcomes
1. Comprehend key marketing concepts and principles
2. Apply and implement marketing methods in the real-world
3. Identify how the marketing mix is used to create value
4. Comprehend the role of marketing in achieving customer satisfaction and
organizational success

LEARNING RESOURCES AND TEXTBOOK(S)

Edition &
Author Publisher ISBN
Title Year
Philip Kotler Principles of Marketing 15th, 2014 Prentice Hall 13:  978-
Gary Armstrong 0273786993
10:
0273786997

Others (Reference Books, CD ROMS, DVDs, e-Library, Internet, Articles, …)

Resource Type Description Type Comments

Softcopy of Information about Newspaper The instructor will provide

handouts in NSU marketing information Articles, and/or direct to the sources.
resources/Internet and practices websites,
through website
videos, other
form of articles

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TEACHING STRATEGY (Online, classroom, blended, self-
directed through CD, web-based courses and DVD,…)

The classes will be conducted through various activities including presentation of marketing concepts and
issues, discussion and exchanges of ideas related to marketing environment, student initiative and active
involvement, and written assignment. Students are expected to actively involve and take initiative for
their own learning experience.

ASSESSMENT STRATEGY AND GRADING SCHEME

Grading tool
Points
Attendance & class participation 5% + 5%= 10%
Marketing Plan (Group) 15%
Presentation 10%
Midterm Exam 30%
Final Exam 35%
Total 100%

Please Refer to NSU Student Handbook, Section: “Grading Policy”

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CLASSROOM RULES OF CONDUCT

1. You may use your laptops in the class for class related work. Do not use your laptop for non-class related
work or in any manner that will be distracting to other students or the instructor.

2. Use of cell phones in class is not permitted.

3. Students are advised to frequently refer to the Student Handbook of North South University on the
following link:

4. Academic Integrity Policy:

School of Business does not tolerate academic dishonesty by its students. At minimum, students must not
be involved in cheating, copyright infringement, submitting the same work in multiple courses, significant
collaboration with other individuals outside of sanctioned group activities, and fabrications.

Students are advised that violations of the Student Integrity Code will be treated seriously, with special
attention given to repeated offences.

Please Refer to NSU Student Handbook, Sections: “Disciplinary Actions” and “Procedures and Guidelines”.

GROUP PROJECTS POLICY

Each group (between 5-6 students) will submit a final report consisting of: 2000 words or 14-15 pages, font –
Times New Roman, font size – 12, and 1.5 spaced (hard copy and electronic copy). Each team will also present
the project for 15 minutes. More details about the structure, components, time and criteria for assessment of
the project will be announced during the semester.

EXAMS & MAKE UP POLICY

In order to complete the course, students must submit all the required assignments and sit for the exams.
Make-up exams in the form of comprehensive exams are not given unless there is a major circumstance
preventing the student from sitting in the exam (official material evidence is required). The timing of the
make-up is to be fixed with the instructor of the course if granted.

Cell phones are prohibited in exam sessions.

ATTENDANCE POLICY

Students are required and expected to attend all classes and participate in class discussions. North South
University mandates to fail students who are absent 25% or more from their classes, even if such absences are
excusable. The one who will attend all the classes will earn full credit for the attendance.

COMMUNICATION POLICY

All communications should take place using the instructor’s email. In addition, students can communicate in
the class or during the instructor’s office hours.

APPROPRIATE USE POLICY

All members of the North South University community must use electronic communications in a responsible
manner. The University may restrict the use of its computers and network systems for electronic
communications subject to violations of university policies/codes or local laws or national laws. Also, the
university reserves the right to limit access to its networks through university-owned or other computers, and
to remove or limit access to material posted on university-owned computers.

STUDENTS WITH SPECIAL NEEDS

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North South University will provide educational opportunities that ensure fair, appropriate and reasonable
accommodation to students who have disabilities/special needs that may affect their ability to participate in
course activities or meet course requirements. Students with disabilities are encouraged to contact their
instructors to ensure that their needs are met. The University through its Special Need section will exert all
efforts to accommodate special needs.

Special Needs Section

Telephones: Location:
Email:

Please Refer to NSU Student Handbook, Section: “Special Needs Services”

The above service is not in place now but will be developed in the near future.

STUDENTS SUPPORT AND LEARNING RESOURCES

A. SBE-LearningCenter:
B. The UniversityStudentLearningSupportCenter (SLSC): These centers provideacademic support services to
students at NSU. The SLSC is a supportive environment where students can seek assistance with academic
coursework, writing assignments, transitioning to college academic life, and other academic issues. SLSC
programs include: Peer Tutoring, the Writing Lab, Writing Workshops, and Academic Success Workshops.
Students may also seek confidential academic counseling from the professional staff at the Center.

StudentsLearning & SupportCenter (SLSC)

Tel:
Fax:
Location:
E-mail:

This service will be available in the near future.

STUDENTS COMPLAINTS POLICY

Students at North South University have the right to pursue complaints related to faculty, staff, and other
students.  The nature of the complaints may be either academic or non-academic.  For more information about
the policy and processes related to this policy, you may refer to the student handbook. 

COURSE CONTENTS &SCHEDULE

Topic Lecture
Introduction and Ice Breaking session 1

Marketing: creating and capturing customer value 2

Creating Company Strategy 3

Consumer market and consumer buyer behavior 5

Customer driven marketing strategy 7

Consumer driven marketing strategy: segmentation, 8

targeting and positioning

Products, services and brands 10

New product development 12

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 New product development 13

Pricing 14

Pricing (cont) 15

Marketing channels 16

Integrated marketing communication 17

Advertising and public relations 18

Presentation and Report Submission 19,20 21 ,

Final Exam

Note: The instructor reserves the right to make changes to the syllabus if necessary.

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