ELEMENTS OF MARKETING I (2 Credits Compulsory) B.Sc, M.BA, M.Sc, P.G.D.C.S, Unilorin PGDE NIM,CIMA

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1 Course Code: Bus 203 ELEMENTS OF MARKETING I (2 Credits Compulsory) Course Title: Number of Credit: Course Duration: Lecturer s Name: Qualification: Address: Office Location: Element of Marketing I 2 Credit 2 hours per week for 15 weeks (30hrs) OLADIPO, Ganiyu Taiwo B.Sc, M.BA, M.Sc, P.G.D.C.S, Unilorin PGDE NIM,CIMA oladipo.gt@unilorin.edu.ng & ganiyu - taiwo@yahoo.co.uk Room 12 Department of Business Administration Faculty of Business and Social Sciences, University of Ilorin, Ilorin. Consultation hrs: Monday 2 4pm & Thursday 12 2pm Course Content: A study on Element of Marketing with particular reference to Marketing definition and concepts. The Marketing System, Marketing Analysis, the Marketing Environment, Market Segmentation, the Marketing Mix, The Products, Concepts, Product Life Cycle (30hrs) T. Course Outline: Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Marketing Definition and Concepts Marketing System Marketing Analysis Marketing Planning Marketing Research Marketing Decision Marketing Environment Marketing Segmentation Marketing Mix The Product Concept The Price Concept Place/Distribution Concept Promotion Concept Product Life Cycle Revision/General Class Discussion Course Justification: Every organization, be it profit making or non-profit entity, need to think about its markets and how effectively it meets the customers or clients needs for instance, the banking industry in nigeria has been experiencing a dramatic increase in the hiring of marketing talents and the size of marketing budgets. What has caused this greater interest in marketing and what does it mean for a bank to be market-driver?. Organization that do not satisfy their customers, sooner or later disapear and usually its sooner rather than later conversely, organization that find new and better ways to meet needs, prosper and grow. This study Element of Marketing will introduce student to the basic concept of marketing and its application to all business endeavour to achieve aim and objective in marketing and business career.

2 Course Objectives: The main aim of the course is to introduce student to the basic concept of marketing and for them to understand and appreciate the importance of marketing in all business activities and its application to all discipline of the society at the end of this course, students will be able to: Explain and define Marketing in broad term. Understand the Marketing Concepts and explain the concept i.e. need, want, Demand, products and exchange. Identify and understand the approaches to the study of market. Understand the analysis of marketing management and marketing management task. Understand the Marketing Management Philosophy and examine the production concept, product concept, sales concept, marketing concept, societal concept. The study will enhance student the knowledge of entire monetary system and the structure of National Marketing System. The student will be able to examine the environment in which Marketing exist. The study will introduce student to understand all about market and market segmentation and its application. Understand the Marketing Strategy, identify internal controllable variables and external uncontrollable variables, its application in Marketing activities. Finally understand the product life cycle and its application in marketing activities. Course Requirement: Bus 203 is compulsory for all students in the business adminstration department. Therefore, every student is required to participate actively in class, in group discussions and study group activities. As such attendance of lectures is compulsory. At least 75% attendance record is mandatory for a student to qualify to sit for the end of semester examination. Method of Grading: No Types Scorce (%) 1 Group, Individual Assignment/Discussion 10 2 Continuous Assessment (Test) 20 3 Comprehensive Final Examination 70 4 Total Score 100 Course Delivery Strategies: Traditional face to face teaching, group discussion/presentation of group assignement.

3 Lecture Content: Week 1 Marketing Definition and Concept The first lecturer will set the tone for the entire semester s work by understand the basic introduction to the Meaning of Marketing in broad term. Study Questions: 1. Define the Marketing 2. Explain the Importance of Marketing 3. Identify the Marketing Concept 4. Explain the relationship of Marketing Concept to the society 5. identify how Marketing is applicable to other discipline or profession. Week 2 Marketing System This week lecture will focuses on the Marketing system and the time involved in marketing management. The relevance of Marketing Management and its application to various discipline or profession. (1) Explain your understanding on the term Marketing System. (2) Identify the task involve in the Marketing Management. (3) Discuss the relevance of Marketing Management to the society (4) Explain the relationship of Marketing Management to other discipline in the society. Week 3 Marketing Analysis This week lecture will focuses on the Marketing Analysis describe the Structure of Marketing and Approaches to the study of marketing. (1) Explain the Meaning of Marketing Analysis. (2) Structural representation of National Marketing System. (3) Identify and explain various approaches to Marketing.

4 Week 4 Marketing Planning This week lecture will centre on marketing planning development and marketing strategy s influence on its environment, marketing plan, marketing ethics and social responsibility. (1) Explain the Marketing Strategy influence on its environment. (2) Discuss Marketing Plan. Week 5 Marketing Research This week lecture will centre on the marketing research, marketing research process, market potential and sales forecasting relationship between market potential industrial sales and company. Technique of market measurement, management s use of market research. (1) What is marketing research. (2) What are the technique for market research. (3) Explain the advantages and disadvantages of marketing research Week 6 Marketing Decision This week lecture will centre on marketing decision areas and explain the basis for marketing decision, discuss various decision method (1) Explain Marketing decision. (2) Describe the basis for marketing decision for pricing. (3) Identify various decision method in marketing. Week 7 Marketing Environment This week lecture will focuses on the Environment in which marketing exist and explain the internal marketing and external marketing environment, discussed the distinction between the internal controllable and external uncontrollable in the marketing environment.

5 (1) Explain Marketing Environment. (2) Identify and explain the Controllable factor of the Internal Marketing environment. (3) Identify and explain the uncontrollable factor of the external marketing environment. (4) Diagrammatically explain the relationship of the marketing environment. Week 8 Market Segmentation This week lecture will focuses on the market discussion, how market is being segmented to suit consumer s need and the basis for market segmentation and condition for segmentation. Various approaches to market segmentation will be discuss as well. (1) Explain the term Market. (2) Discuss your Understanding of Market Segmentation. (3) Describe the basis for Market Segmentation. (4) State and explain the Conditions for Segmentation. (5) Distinguish the various approaches to Market Segmentation. Week 9 Marketing Mix 4 p s This week lecture will focuses on the indepth discussion of Marketing Mix, the importance of the Marketing Mix, the relationship of the Marketing Mix, the Application of Marketing Mix to marketing activities in achieving the marketing objectives. (1) What is Marketing Mix. (2) Explain the Importance of Marketing Mix. (3) Describe the relationship that exist among the Marketing Mix. (4) Explain the Application of Marketing Mix to all marketing activities.

6 Week 10 The Product Concept This week lecture will discuss the concept of product in broad term, reasons for developing product, new product development, product development process and product classification. (1) Explain the concept of a product. (2) What is a Product (3) Identify the reasons for developing product. (4) Highlight the classifications of Product (5) Describe product development processes. Week 11 The Price Concepts This week lecture will focus on price concepts and programme by explaining what is price and pricing, setting the price and methods in price setting. (1) What is pricing. (2) What is a Price (3) What are the methods of techniques of pricing Week 12 Place/Distribution Concept This week lecture would centre on place/distribution of products, channels of distribution of product and movement of product from the production to the final customer. (1) What is a Place. (2) Identify the channels of product distribution. (3) Describe movement of product from production to the final consumer.

7 Week 13 The promotion Concepts This week lecture will focuses on the promotion concept in marketing and its objectives in a broad terms and will describe and demonstrate the means of promotion in achieving marketing objectives. (1) Define promotion in a broad term. (2) What are the basis for promotion. (3) Identify and discuss briefly the promotional mix. (4) State and explain briefly the major objective of promotion in marketing activities. Week 14 Product Life Cycle This week lecture will focuses on the detail discussion in the life cycle of a product, describe the stages in the life of product, discuss the development, introduction, growth, maturity and declining stages of the product. (1) What is a product life cycle. (2) Identify and describe stages in life of product. (3) Examine the importance of stages of life of a product. Week 15 Revision and General Discussion Reading List: Kotler P. and Gary Armstrong (2006) Principle of Marketing Element Edition. Pride and Ferrell (2002) Marketing Concepts and Strategies Tenth Edition. Richard, D. Crisp (Marketing Research 1957) McGraw Hill book, New York. Thomas J.M. and Waite N.E. The Marketing Digest (1988) Heinman. Baker M.J. (1983) Market Development Harmond with Pequine book. Exter T. (1986) looking for brand loyalty. American Demographics April 1986, p.33. S.S.A UMAISHA (2001) Understanding Marketing. University of Jos press Ltd. Jos

8 J.A. Bamiduro (2000) Essential of Marketing Management. Tim-Sal Pub. Co. Coker Village, Lagos Sheith Jagadish & Dennis Garet Marketing Management of Comprehensive Reader (1986) South Western Publishing Company, Ohio, USA. Philip Kotler Gary Armstrong