Marketing management -- course outline 2003-2004 -- revised

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COURSE OUTLINE (REVISED)MARKETING MANAGEMENT

RATIONALE

Marketing affects every functional area of business. This 20-session course examines the dynamics of marketing with the perspective of a customer orientation that is the essential driving force behind any successful business. It uses a combination of learning techniques to bring to life the dynamic field of marketing through lectures, readings, assignments and classroom discussion. This course explores the following objectives:

COURSE OBJECTIVES

To develop an understanding of the concepts, tools, and skills necessary in developing an effective marketing strategy and implementation plan with a particular emphasis on customer satisfaction.

To develop an in-depth understanding of the field of marketing and to integrate theoretical concepts with practical marketing problems.

To improve the ability to analyze marketing problems and provide implementable solutions.

To provide experience in critical marketing decision-making. To demonstrate the integration of marketing concepts and techniques

with other functional areas of business.

Required Text

Marketing Management by Philip Kotler, Eleventh Edition.

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TEACHING METHODOLOGY

Each session will comprise of 100 minutes. Although, primarily a lecture method of teaching will be used, students will be encouraged to discuss the assigned readings. Student understanding will also be tested through written assignments and quizzes. For written assignments the class will be divided into groups of 4-5 students. GRADING

Assignments 15%Quizzes 15Class Participation 10Mid-term Exam 25Final Exam 35

100%

COURSE DETAILS

Session # Details

1. Topic: Overview of the Marketing FunctionAssignment: None

2. Topic: Introduction to Marketing Reading: Chapter I, ‘Defining Marketing for the Twenty-First

Century’

Assignment: Be prepared to discuss the assigned reading.

3. Topic: Customer OrientationReading: Chapter 3, ‘Building Customer Satisfaction, Value, and Retention’


4. Topic: Marketing ResearchReading: Chapter 5, ‘Gathering Information and Measuring Market Demand’


5. Topic: Consumer Markets and Buyer BehaviorReading: Chapter 7, ‘Analyzing Consumer Markets and Buyer Behavior’

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6. Topic: Consumer Markets and Buyer BehaviorReading: Review Chapter 7 , ‘Analyzing Consumer Markets and Buyer Behavior’


7. Topic: Industrial Markets and Buyer BehaviorReading: Chapter 8, ‘Analyzing Business Markets and Business

Buying Behavior’

Assignment:: Be prepared to discuss the assigned reading.

8. Topic: Market Segmentation and Target MarketsReading: Chapter 10, ‘Identifying Market Segments and Selecting Target Markets’

Assignment: Be prepared to discuss the assigned readings.

9. Topic: Market Segmentation and Target MarketsReading: Review Chapter 10 , ‘Identifying Market Segments and Selecting Target Markets’

Assignment: Be prepared to discuss the assigned readings.

10. Topic: Positioning Strategy and the Product Life CycleReading: Chapter 11, ‘Positioning and Differentiating the Market Offering Through the Product Life Cycle’


11. Topic: Positioning Strategy and the Product Life CycleReading: Review Chapter 11 , ‘Positioning and Differentiating the Market Offering Through the Product Life Cycle’


12. Mid-term Exam

13. Topic: Developing New Market OfferingsReading: Chapter 12, ‘Developing New Market Offerings’


14. Topic: Designing and Managing Services Reading: Chapter 15, ‘Designing and Managing Services’

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15. Topic: Pricing Reading: Chapter 16, ‘Developing Price Strategies and Programs’


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16. Topic: Retailing, Wholesaling and Market Logistics

Reading: Chapter 18, ‘Managing Retailing, Wholesaling and Market Logistics’


17. Topic: Integrated Marketing Communications Reading: Chapter 19, ‘Managing Integrated Marketing Communications’


18. Topic: The Promotional ToolsReading: Chapter 20, ‘Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing’


19. Topic: A Holistic View of MarketingReading: Chapter 22, ‘Managing the Total Marketing Effort’


20. Wrap-up Session

Assignment: Let us discuss the key take-aways!

Note: The instructor will provide details with regard to written group assignments in the class.

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