Sharif University of Technology

Graduate School of Management & Economics

(Principles of Marketing)
29

General Information
Instructor: Nasser Karami
Email: nr.karami@sharif.edu
Telephone Number: 66165856
Class time
8:00-9:30 Saturday & Monday
TAs
In this semester a group of TAs will support us!
Objectives
Marketing is a dynamic and an exciting field. People often confuse marketing with advertising
and sales. In this course you will learn about the "real" nature and scope of marketing of which
advertising and sales are simply two facets. You will be introduced to other aspects of
marketing, such as: 1) Marketing Strategy, 3) Market Planning, 4) Consumer Behavior, 5)
Market Segmentation, 6) Target Marketing, 7) Market Position, 8) Marketing Channels,
9) Promotion, 10) Product and Service Marketing, and 11) Pricing. Hence, the course
focuses on marketing and its role within organizations. It introduces the marketing concept
and looks at techniques and frameworks used to examine marketing environments,
understand consumer and organizational buying behavior, segment markets and position
products, develop new products, manage existing products and promote, price and place
products.
The aim of the course is to provide a rigorous and comprehensive introduction to
marketing practice.
After completing the course of study, students will have:
Introduce you to key marketing ideas and phenomena, especially the core theme
of delivering benefits to customers;
Develop your skills in marketing analysis and planning;
Demonstrate knowledge of marketing research;
Understand how to identify market segments and targets;
Familiarize you with the tactics of the marketing (product strategy, pricing,
advertising, other communications, and distribution policy).
Analyze examples from marketing practice and apply the concepts and tools presented to
real-life problems; and
Understand how to develop a marketing plan.
Required Text(s) & Reading(s)
1. Kotler, P. (2012), Marketing Management, 14
th
Edition, Pearson Education, Inc.
2. Cases and Readings: Available at Bookstore.
Teams:
You are asked to form teams of two or three members at the beginning of the course. Teams are
expected to prepare final project and discuss the cases. The case reports will be prepared
individually.
Class Participation:
Much of the learning in this course will occur in class as you share your ideas, thought analyses,
and questions with each other. Therefore, on time attendance at all class sessions is expected.
Evaluation
1. Participation (%80 Attendance required) 10
2. Marketing Project (team) 40
3. Case Study activities (team) * 63
4. Middle Term Exam (individual) 42
5. Final Exam (individual) 50
Total 205 Points
* Seven (Eight) case studies

Cases:
The case method provides a useful vehicle by which to apply the theories, concepts, and
analytical devices discussed in the class or in the reading materials. Case discussion forum
provides an opportunity to discuss your position and to learn from others by listening to their
comments and feedback. In selecting case materials, I have tried to choose cases which fit the
content and objectives of the course. In general, the lessons to be learned from the cases are
universally relevant and transcend particular situations. In preparing the case report you should
answer the questions by using text book, supporting papers and introduced references. Please
discuss the case with your group and write the report as a group.
Course Project:
You will work with your group on an applied marketing project. Please consult with your
assigned TA to find a company and develop the framework of your project. Please note that you
should deliver the project report 45 days after your final exam date. The schedule of project
reports will be given by TA.
Course Schedule
Modules Session Lecture Topics Supporting Books
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11/12 Our Program
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11/14
11/19
An Overview of Marketing (Session
1)
Chapter 1: Defining Marketing for
the 21st Century
Market Based
Management (2)

Market Driven
Strategy (5)
11/21
11/26
11/28
Marketing Strategy (Session 2)
Chapter 2: Developing Marketing
Strategies and Plans
12/03
Case 1
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12/05
The Marketing Environment (Session
3)
Chapter 3: Collecting Information
and Forecasting Demand
Essentials of
Marketing Research
(12)

12/10
12/12

Marketing research (Session 4)
Chapter 4: Conducting Marketing
Research
12/17
Case 2
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M
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B
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12/19
12/24
01/16

Consumer Markets and Business
Behavior (Session 5&6)
Chapter 6: Analyzing Consumer
Markets
Chapter 7: Analyzing Business
Markets (TBD)
Consumer Behavior
(13)

12/26

Case 3
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S
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&

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01/18
01/23

Market Segmentation, Targeting and
Positioning (Session 7)
Chapter 8: Identifying Market
Segments and Targets
Market Driven
Management (8)

01/25

Case 4
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P
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&

S
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01/30
02/01
02/06

Brand Management (Session 8)
Chapter 9: Creating Brand Equity
Brand Portfolio
Strategy (1)
Strategic Brand
Management (11)





New Product
Management (4)

Service
Marketing(15)

02/08

Product and Services Concepts and
Strategies (Session 9)
Chapter 12: Setting Product Strategy
Chapter 13: Designing and
Managing Services
02/13

Case 5
V
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P
r
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c
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02/15
02/20

Pricing Approaches and Strategies
(Session 10)
Chapter 14: Developing Pricing
Strategies and Programs
Power Pricing (6)

02/22

Case 6
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02/27
02/29

Marketing Channels (Session
11 &12)
Chapter 15: Designing and
Managing Integrated Marketing
Channels
Chapter 16: Managing Retailing,
Wholesaling, and Logistics (TBD)

Marketing
Channels/Transform
your go-to-market
strategy(3,10)


Retailing
Management (9)
03/03

Case7
93/02/22 TBD
Middle Term Exam
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03/05
03/10

Marketing Communications (Session
13 & 14 & 15)
Chapter 17: Designing and
Managing Integrated Marketing
Communications
Chapter 18: Managing Mass
Communications: Advertising, Sales
Promotions, Events and Experiences,
and Public Relations
Chapter 19: Managing Personal
Communications: Direct and
Interactive Marketing, Word of
Mouth, and Personal
Integrated Marketing
communication (7)

Effective Advertising
(14)
--- Case 8
Note: The course outline is tentative and subject to change by the instructor during the semester
based on the progress of the class. A hard copy of all handouts will be delivered in the class.

Supporting Books
1. Aaker D., Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy,
Leverage and Clarity, Prentice Hall, 2004.
2. Best R., Market Based Management, Prentice Hall, 2005.
3. Coughlan A., Anderson E., Stern L. and El-Ansary A., Marketing Channels, Prentice
Hall, 2001.
4. Crawford C. and Di Benedetto A., New Product Management, McGraw-Hill/Irwin,
2007.
5. Day G., Market Driven Strategy: Processes for Creating Value, Free Press, Reissue
edition, 1999.
6. Dolan R. and Simon H, Power Pricing, Free Press 1997.
7. Duncan T., Integrated Marketing Communication, McGraw Hill, 2007.
8. Lambin J., Market Driven Management, Macmillan Business, 2000.
9. Levy M., Weitz B., Retailing Management, McGraw-Hill, 2001.
10. Kasturi V. and Bell M., Transforming your go-to-market strategy, HBS Press, 2006.
11. Keller K., Strategic Brand Management, Prentice Hall, 2002.

12. Kumar V., Aaker D. and Day G., Essentials of Marketing Research, Johan Weily,
2006.
13. Solomon M., Bamossy G. and Askegaard S., Consumer Behavior, Prentice Hall,
2011.
14. Tellis G., Effective Advertising: Understanding When, How, and Why Advertising
Works, Sage Publications, 2003.
15. Zeithaml V., Bitner M. and Gremler D. Services Marketing, McGraw-Hill, 2005.