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    BSC Marketing Management

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    Laiba tariq
    This document outlines the syllabus for a Marketing Management course taught in the summer of 2015. It provides details on 10 topics that will be covered in the course, including developing marketing strategies and plans, analyzing consumer markets, and creating integrated marketing communications. It lists the required textbook and supplemental materials. The course will be taught through lectures, in-class discussions, videos, case studies and a term project where students analyze brands. Students will be evaluated based on participation, quizzes, a midterm, final exam and term project.

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    © All Rights Reserved
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    BSC Marketing Management

    Uploaded by

    Laiba tariq
    231 views7 pages
    This document outlines the syllabus for a Marketing Management course taught in the summer of 2015. It provides details on 10 topics that will be covered in the course, including developing marketing strategies and plans, analyzing consumer markets, and creating integrated marketing communications. It lists the required textbook and supplemental materials. The course will be taught through lectures, in-class discussions, videos, case studies and a term project where students analyze brands. Students will be evaluated based on participation, quizzes, a midterm, final exam and term project.

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    BSc Marketing Management

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    This document outlines the syllabus for a Marketing Management course taught in the summer of 2015. It provides details on 10 topics that will be covered in the course, including developing marketing strategies and plans, analyzing consumer markets, and creating integrated marketing communications. It lists the required textbook and supplemental materials. The course will be taught through lectures, in-class discussions, videos, case studies and a term project where students analyze brands. Students will be evaluated based on participation, quizzes, a midterm, final exam and term project.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    231 views7 pages

    BSC Marketing Management

    Uploaded by

    Laiba tariq
    This document outlines the syllabus for a Marketing Management course taught in the summer of 2015. It provides details on 10 topics that will be covered in the course, including developing marketing strategies and plans, analyzing consumer markets, and creating integrated marketing communications. It lists the required textbook and supplemental materials. The course will be taught through lectures, in-class discussions, videos, case studies and a term project where students analyze brands. Students will be evaluated based on participation, quizzes, a midterm, final exam and term project.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 7

    1

    Marketing Management
    Summer 2015 BSc

    Course Instructor: Dr. Irfan Butt


    SYLLABUS

    1. Developing Marketing Strategies and Plans


    2. Analyzing Consumer Markets
    3. Identifying Market Segments and Targets
    4. Dealing with Competition
    5. Creating Brand Equity
    6. Crafting the Brand Position
    7. Setting Product Strategy
    8. Developing Pricing Strategies and Programs
    9. Designing and Managing Integrated Marketing Channels
    10. Designing and Managing Integrated Marketing Communication

    Pre-requisite to this course is the Principles of Marketing course. Marketing


    Management begins to add complexity and intricacies of real world marketing
    applications in the previously learned principles and theories: Principles are 4 Ps
    whereas, marketing management is people, processes, program and performance and
    covers the following.
    Understanding the Market place and Consumers: The Marketing Environment. Marketing
    Information Management. Consumer Markets and Consumer Buyer Behavior and
    Process. Business Markets and Business Buyer Behavior and Process. Institutional and
    Government Markets. External and Internal environment and managing SWOT Analysis.
    Designing a Customer-Driven Marketing Strategy and Integrated Marketing Mix:
    Segmenting, Targeting, and Positioning. Product, Service, and Branding Strategy.
    New Product Development and Product Life-Cycle Strategies. Product Pricing.
    Capturing Customer Value. Pricing Strategies.
    Marketing Channels and Supply Chain Management. Retailing and Wholesaling.
    Communicating Customer-Value. Advertising and Public Relations. Personal Selling and
    Sales Promotion. Direct and Online Marketing.
    Managing Mass Communications: Defining Marketing and the Marketing Process:
    Definitions. Customer-driver Marketing Strategy. Integrated Marketing Plan and
    Program. Company and Marketing Strategy; Partnering to Build Customer Relationships.
    Marketing costs and return on Marketing Investments.
    Extending Marketing: Creating Competitive Advantage. Global Marketplace. Marketing
    Ethics and Social Responsibility.

    Core Reading List:


    Text Book: Philip Kotler, Kevin Lane Keller. 2012. Marketing Management. 14th Edition.
    Prentice Hall.
    Other Recommended Books:

    Philip Kotler & Gray Armstrong. 2011. Principles of Marketing. 14th Edition. Pearson Education
    Roger A Kerin, Steven W. Hartley, William Redelius. 2010. Marketing: The Core. 4 th Edition.
    Irwin/McGraw Hill.
    William D. Perreault Jr., E. Jerome McCarthey, and Joseph P. Cannon. 2007. Essentials of
    Marketing. 11th Edition. McGraw Hill.
    Carl D. McDenail, Charles W. Lamb, and Joseph F. Hair. 2005. Introduction to Marketing. 8 th
    Edition. Thomson/South-Western.
    Michael J. Etzel, Bruce J. Walker, William J. Stanton. 2005. Marketing. 14 th Edition. McGraw
    Hill
    William D. Perreault Jr., E. Jerome McCarthey. 2004. Basic Marketing: A Global Managerial
    Approach. 15th Edition. McGraw Hill.

    Required Reading List (Journals and Magazines etc.):


    Business Recorder, Business Section of Daily News, Business Section of Daily Dawn,
    And Wall Street Journal, New York
    Harvard Business Review
    Business Week, Forbes, Fortune
    Asian Journal of Marketing
    Asia Pacific Journal of Marketing and Logistics
    Direct Marketing: An International Journal
    International Marketing Review
    Journal of Applied Marketing Theory
    Journal of Global Marketing
    Journal of Interactive Marketing
    Journal of Marketing
    Marketing Bulletin
    Indian Journal of Marketing
    Marketing Review

    Grading System:
    A

    85 and Above

    C+

    60-64

    A-

    80-84

    55-59

    B+

    75-79

    C-

    50-54

    70-74

    45-49

    B-

    65-69

    Less than 45

    COURSE: MARKETING MANAGEMENT (MKT 501)


    Course Objectives:
    Marketing Management is a course that combines Principles of Marketing concepts and the
    Real World of Marketing from a Marketing Manager point of view. This course adds
    complexity to the basic principles of marketing theories and concepts and challenges the students
    to resolve real marketing issues and problems. Listed below are the general goals of the
    instructor in teaching the basic marketing management course.

    To familiarize students with the importance of marketing in the ever challenging and
    changing environment. To develop the students understanding of marketings role in the
    economy and then in individual firm. To understand social responsibility and ethical and
    moral issues in marketing. To emphasize the role of marketing in the business
    environment. To help the students in learning and applying the basic concepts and
    practices of modern marketing as they are used in a wide variety of settings; in product
    and service, consumer and business markets, profit and non-profit organizations, and
    global companies. To stress the importance of the customer, and to show the vital need
    for a customer orientation on the part of all employees of an organization. To identify the
    career opportunities in the various areas of marketing.

    Teaching Strategy:

    This is a Hybrid course of text book study, class lectures, quizzes, exams, short class
    cases, written case study analysis and presentations of a term project.
    The main teaching philosophy followed in this course is participant centered learning.
    The course uses a combination of lectures, in-class discussions, videos and case studies.
    Case method brings real life scenarios and managerial decision making to the class. Case
    studies in this course illustrate how companies implement principles of Marketing in
    decision making. Case method brings energy and enthusiasm to the classroom and also
    familiarizes students with corporate vocabulary.
    Term Project is given to enhance the marketing experience and learning of ideas in the
    real world business situations.

    Grade Distribution:
    Class Participation/Discipline
    Quizzes/Exercises
    Term Project
    Midterm Exam
    Final Exam
    Total

    15%
    10%
    25%
    20%
    30%
    100%

    Term Project:
    The objective of term project is to enable the students to closely examine specific aspects of
    marketing management and learn the application of Marketing. Teams comprising 2-3 students
    will work on this project starting second week of the semester. Each team will be assigned a pair
    of brands, sold in Pakistani market. Teams will follow these brands throughout the semester to
    collect as much information as possible through secondary sources magazines, newspapers,
    website, etc. Electronic and print ads and snapshots of billboards and point of purchase displays
    in retail stores should also be gathered. The teams will be required to visit retails stores, take
    pictures of brands on the shelf and ask some question to cashier. A brief questionnaire with a
    relatively small sample size will be circulated to respondents to determine brand positioning. The
    project will be divided into following assignments.
    A1
    A2
    A3
    A4
    A5
    A6

    Company Profile
    Customer Segments and Positioning
    Product
    Price
    Promotion
    Distribution

    Teams will give frequent brief updates from time to time and one major presentation at the end of
    semester.
    Brand names to be assigned to teams
    No.
    1
    1
    2
    2
    3
    3
    4
    4
    5
    5
    6
    6
    7
    7
    8
    8
    9
    9

    Category
    Mobiles
    Mobiles
    Mobile Service Provider
    Mobile Service Provider
    Detergents/Soap
    Detergents/Soap
    Bath Soaps
    Bath Soaps
    Shampoos
    Shampoos
    Face Cream
    Face Cream
    Beverages/Juices
    Beverages/Juices
    Tea
    Tea
    Whitener
    Whitener

    Brand
    Q-Mobile Noir
    Samsung Galaxy S6
    Ufone
    Zong
    Surf Excel
    Bonus
    Dettol Soap
    Lux
    Pantene
    Head & Shoulder
    Faiza Beauty Cream
    Fair & Lovely
    Coca Cola
    Mountain Dew
    Vital
    Broke Bond
    Everyday
    Tarang

    10
    10
    11
    11
    12
    12
    13
    13
    14
    14
    15
    15
    16
    16
    17
    17
    18
    18
    19
    19
    20
    20

    Toothpaste
    Toothpaste
    Chicken Meat
    Chicken Meat
    Refrigerators/AC/Home
    Appliances
    Refrigerators/AC/Home
    Appliances
    Clothes
    Clothes
    Spices
    Spices
    Chocolates
    Chocolates
    Ice Creams
    Ice Creams
    Paints
    Paints
    Ketchup
    Ketchup
    Shoes
    Shoes
    Milk
    Milk

    Colgate
    Sensodyne
    K&N
    Value
    PEL
    Haier
    Sana SafiNaz
    Al-Karam
    Shan
    National
    Cadbury
    Kitkat
    Omore
    Walls
    Master Paints
    ICI Dulux
    Knorr Chilli Garlic
    Shehzan
    Bata
    Servis
    Olper
    Milkpak

    7
    COURSE: MARKETING MANAGEMENT (MKT 501)
    S
    1
    2
    3
    4
    5
    6
    7
    8

    LECTURE SESSION
    Introduction to Marketing
    Developing Marketing Strategy and Plans
    Developing Marketing Strategy and Plans
    The Marketing Environment
    The Marketing Environment
    Analyzing Consumer Markets
    Analyzing Consumer Markets
    Analyzing Business Markets

    9
    10
    11
    12
    13

    Analyzing Business Markets


    Managing Marketing Information
    Managing Marketing Information
    Segmenting Consumer Markets
    Positioning Strategies

    14
    15
    16
    17
    18
    19
    20
    21
    22

    Midterm Exam
    Product, Services, and Branding Strategy
    Product, Services, and Branding Strategy
    New Product Development and Product Life-Cycle Strategies
    Pricing Products: Understanding and Capturing Customer Value
    Pricing Products: Understanding and Capturing Customer Value
    Marketing Channels and Supply Chain Management
    Retailing and Wholesaling
    Communicating Customer Value: Integrated Marketing
    Communications Strategy
    Advertising and Public Relations
    Personal Selling and Sales Promotions
    Development of Marketing Plan
    Review for the Final Exam
    Term Project Presentations
    Term Project Presentations
    Final Exam

    23
    24
    24
    25
    26
    27
    28

    DISCUSSION/Quiz/Exercise
    Quiz
    Cirque du Soleil
    Exercise-Potbelly Sandwich
    Exercise-Competitive Environment
    Exercise-Consumer Buying Behavior
    Case: IKEA
    Exercise-Difference in Consumer and
    Business Markets
    Case: General Electric
    Case: Google
    Exercise: Segmentation Variables
    Exercise: Positioning Strategies;
    Case: Bee
    Case: Toyota
    Case: Emirates
    Quiz
    Case: eBay
    Quiz
    Case: Carrefour
    Case: Dewan
    Exercise: Inform, Persuade, Remind
    Case: Silkor

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