it is about marketing principles

1. ADDIS ABABA UNIVERSITY SCHOOL OF
COMMERCE
DEPARTMENT OF MARKETING
PRINCIPLES OF MARKETING COURSE
OUTLINE

2. Block Title: Principles of Marketing
Block Code: MKTM1012
Block ECTS: 5
Block Description
Principles of Marketing is a core course of marketing, which
introduces the marketing function in organizations.
It provides a broad overview of all the marketing activities
involved in the provision of products to final and organizational
consumers.
Marketing is a key ingredient in meeting the global challenges of
organizations worldwide.
More specifically, this course provides the students with an
understanding of marketing concepts, applies learned marketing
concepts to real world situations, and examines the modification
of marketing strategy within a changing environment

3. BLOCK CONTENT
I. Marketing: An Overview
1. What is marketing
2. The core concepts of marketing
3. Marketing orientations
4. Building Customer relationship
II. The Marketing Environment
1. The Micro environment
2. The Macro Environment
III. Market Segmentation, Targeting and Positioning
1. Market segmentation
2. Market Targeting
3. Market Positioning

4. IV. Managing Products, Product Lines, and Brands
1. What is a product
2. Levels of a product
3. Product mix Decisions
4. Product line decisions
5. Branding Decisions
6. Packaging and Labeling Decisions
V. Pricing Strategies
1. Meaning and importance of pricing
2. The pricing process and factors that affect pricing
3. Adapting the price
4. Product mix pricing strategies

5. VI. Marketing Channel Strategies
1. The nature and importance of marketing channels
2. Channel flows, functions, and levels
3. Channel Design Decisions
4. Factors affecting marketing channel decisions
VII. Integrated Marketing Communication
1. Meaning and Importance
2. The marketing Communication Mix
a) Advertising
b) Personal Selling
c) Sales Promotion
d) Public Relations
e) Direct Marketing

6. Group Assignment Topics
1. New product development and Product
lifecycle strategies
2. Competitor analysis
3. Wholesaling and Retailing
4. Promotional Tools
 Advertisement
 Personal selling
 Sales promotion
 Public relations
 Direct Marketing

7. Evaluation
•Tests 30%
•Assignment 20%
•Final Exam 50%