Course Outline

Marketing Management ( MBS 416)

Class Schedule: Summer Semester 2021
Friday : 0800 - 10:30
Instructor : Sarder Nurul Amin
Cell: 01819271503, Email: [email protected]

Course Introduction

This is most important subject you will study in your MBA. Well, that certainly grabbed your
attention to be fair to my academic colleagues. I can’t really claim that marketing is the important
subject for fear of upsetting everyone. So let me restart my position. The subject of marketing is
arguably the most important subject you will study, because the discipline of marketing is
fundamentally focused on delivering value to customers. And, wait for it…..customers are the source
of revenue for the organization. Thus, without customers. There is no revenue, and without revenue
there is no organization. This is obviously a very simplistic perspective of marketing as a discipline
but it serves my purpose for now, and that is it reminds you that all organizations have a primary
purpose of satisfying customers, better then the competitors.

In this subject you will advance your current marketing knowledge as you compare theory with
reality and current trends and develop an understanding of how marketing can assist any type of
organization – large or small, privet or public.

Learning objectives

▪Understand the importance of a market orientation.

▪ Understand the value of developing long term relationships with customers,

▪ Analyze and evaluate marketing opportunities;

▪ Develop effective marketing strategies;

▪ Manage and deliver marketing programs.

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Assumed knowledge

Will there are no particular prerequisites for this subject you are required to have computer / Internet
access and an interest in the issues and challenges confronting organizations and that you read a
quality English newspaper ( I prefer ‘Daily star’), journal article, either print or online version, each
day.

Learning outcomes

Upon successful completion of this subject, student should:

▪ be able to explain the nature of marketing and marketing management;

▪ be able to explain the importance of a market orientation;

▪ be able to explain the value a developing long term relationships with customers;

▪ be able develop and evaluate marketing strategies for organization in different market
position;

▪ be able to analyze the marketing environment, understand customer and identify

opportunities and threats in the market please.

Graduate attributes

Business communication skill and experience will allow you to develop and understanding of the
firm which cuts across the functional areas of the farm and allows you a holistic understanding of
your colleague or co worker, manager, supplier, or even the customer and the resource available to
pursue them.

Course objectives

The objective of this subject is to give you a sound appreciation of the marketing discipline and how
effective marketing can be used to help organization compete effectively.

Academic enquiries

Any questions concerning the teaching of this subject can be made by contacting your subject
coordinator.

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Lecture schedule

Session Lectures topics Text/ Article Other information

week
1. Lecture 1: Defining marketing Chapter 1
Management for the New Realities
2. Lecture 2: Developing marketing Chapter 2
strategies and plans
3. Lecture 3: Collecting Information and Chapter 4
Forecasting Demand, scanning the
environment
4. Lecture 4: Conducting Marketing Chapter 5
Research
5. Lecture 5 : Analyzing consumer Chapter 6
markets
6. Mid Term Exam
Assignment&Presentation: Analyzing Business Market (Chap;7)
7. Lecture 6: Identifying market segments Chapter 9
and targets
8. Lecture 7:Creating Brand Equity Chapter 11
9. Lecture 8: Crafting and positioning. Chapter 10
10. Lecture 9: Products and service Chapter 13&14
11. Lecture 10: Pricing Chapter 16
12. Lecture : 12 Communicating value to Chapter 17
customers
13. Final Exam Chapter

Students will be provided ample opportunity to engage with the concepts, vocabulary and models
covered in the lectures, including role playing exercises, brief presentation, small group
activities and quizzes.

Optional Readings

Students are encouraged to read some articles (available with your lecture guides). These articles are
relevant to your lectures and assignment. However, reading article is not a must for this course,
but optional.

You can follow my lecture notes and online resources provided to you in lecture notes. Each lecture
note will be study guide for you. However, newspapers and business journals can also be useful
senesce of information. There is a variety of journals that are relevant to marketing
studiesEvaluation:
Evaluation of students` performance will be based on final examination, assignments, mid-term
examination and classroom attendance and participation. Classroom evaluation including mid-
term, class tests and assignments will cover 65% of total marks and the remaining 35% are reserved
for the final examination. The distribution of marks is as follows:

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 Class Attendance 05%
Individual Presentation 10%
Quiz`s/Class test 10%
Assignment 10%
Mid-Term 30%
Semester Final 35%
Grading System:
The University follows the UGC approved letter grades and grade points.
Marks Range Letter Grades Grade Points Explanation
80% and above A+ 4.00 Excellent
75%-80% A 3.75 Very Good
70%-75% A- 3.50 Good
65%-70% B+ 3.25 Good
60%-65% B 3.00 Satisfactory
55%-60% B- 2.75 Satisfactory
50%-55% C+ 2.50 Average
45%-50% C 2.25 Below Average
40%-45% D 2.00 Pass
<40% F 00 Fail
Incomplete I 00 --

Required texts:
1. Marketing management 15th Edition- by Philip Kotler& Kevin Lane Keller
2. Marketing management, A south Asian Perspective -14e- by Philip Kotler , Kevin Lane
Keller,AbrahamKoshy&MithileshwarJha

Presentation of assignment

Assignment expectations and requirements

1. Introduction
▪ Make sure you proof read your work before you submit it poor grammar and typos detract
from the quality of your writing and will affect your grade.
▪you must acknowledge the published source that you draw your fact and ideas from by
acting them within your work and including them in a reference list at the end.
▪ keep a copy of your sub mission in case the original is lost.
Assessments dealing must be strictly adhered to. Mark will be lost for lastassignment.
Beingable to keep to delaines is one of the skills expect of graduates.

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2. Research

As a masters student you are expected to draw on the key literature of the discipline to
support your writing. You are also expected to disuse the literature critically. This means
you need several different skills.
▪ Information search skill you need to be locating potential sources relevant to your
lecture. This usually in evolve using a library catalogues to identify books and journal’s
searching online article; accessing publicly availed websites.
▪ Evaluation skills you need abele to assess the source you find anddetermined which
are most authoritative.
▪ Thiscan involve comparing and contrasting source to draw out key point of agreement
or conflict, identifying strength and week nesses in the arguments of the source and
developing your own arguments that are more than simply a summer of the sources you have
read.

3. Preparation

Problems with assessments are often due to inadequate planning and preparation. Rather than
diving straight in to writing stop and think about where you going with the task. Time spent
thinking about your lecture before you be gain will save you time and you will produce better
work. The following steps are a guide:

▪ Make a simple out line of your proposed content to guide your research list what
lecture areas will need to be covered to answer the question.

▪ After you have done some reading in each lecture area, refine your outline so that it
states what arguments or key points you will be making on each lecture.

▪ Check that the key points are in a logical order.

▪ plan opening and closing paragraph carefully they are very important signposts for
your reader.

▪ write a rough draft, without worrying about grammaretc. At this stage.

Read over your draft and check whether:

♣ All the important idea are there ;

♣ Arguments are supported with evidence /theory/ examples;

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♣ Ideas flow smoothly in a sensible order;

♣ Your sources have been acknowledge through correct referencing;

♣ You have used the formed required;

♣ You have answer the question. (This is very important)

Write the final version. Take the time to proofread thoroughly you will be marked down for poor
grammar and spelling.

4. Layout

Paper:A4 size blank white paper should be used. Assignment should be word processed, in
portrait not landscape format.

The front page: Of your assignment should include. Your name and student number and the
subject, assignment number and lecture.

Margins: the left hand margins should be at least 2 wide to allow for markers comments.
The write margin should be at least 1”.

Pages: All page (accept the front cover) must be numbered. Fast page securely in the top left
hand corner with staples,

Font: use an easy to read font for the bulk of your writing a 12 pt size and a standard serif
font type is best e.g.

Line spacing: Use 1.5 or double line spacing for your paragraph. Headings, reference list
and table of contents can be single spaced.

Abbreviations, non English phrases and slang: if you can say it in English, you should do so.
Latin phrases and other non English colloquialisms should be avoided if possible. Abbreviations and
slang be avoided.

Critical writing: at the postgraduate level you must take a critical orientation when writing: reports
that are purely descriptive are unlikely to be awarded a passing grade. Express other people’s ideas
in your own words and go beyond what they have said on a lecture by adding your own ideas,
opinions and experiences. To do this analyze and critique relevant literature and theories and put
forward your own reasoned argument. Support your arguments wherever possible with supporting
literature (and citations) and if appropriate workplace example.

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Quotations: generally avoid direct quotations except short ones used for a particular effect. It is
better to express the idea in your own words. (Whether you paraphrase or quote an idea, don’t forget
to cite the course correctly).

5. Report format

▪ present your findings in a user friendly way: report normally including dabbles of content,
sections, headings and sub –headings.

▪ Tables and figures can be good for summarizing information and presenting it clearly and
creatively but make sure you still discuss the ideas in the text of the report too.

▪ be careful not to exceed the word limit. Sometimes cutting back your work can be time
consuming, but succinct writing is an important skill.

7. Referencing

All reference should be presented according toAPAreferencing. A reference list must appear at the
end of the paper. Please follow the Referencing guide which will be provided to you in the class.

Collaboration

It is encouraged that students work together, share ideas and reflect their understand of the lecture
with pears, that said, the assessment pieces are all individual assessment which need to be an
individual’s own work and the content and input of others must be identified and referenced within
the sub mission. Variation it this will be dealt with harshly.

Extensions
Assignments should reach to me no later than the due date. You are requested to do all in
your power to meet assignment deadlines. Extension will only be given if you face
unforeseen and unavoidable problems. If it becomes obvious that you are not going to

Be able to submit an assignment on time because of an unavoidable problem, you must

submit your request for an extension in writing prior to the due date. Extensions will not
be grindedon or after the due date. Assignments received more than two weeks after their
due dates, without an extension having been granted, will be returned with no marks
awarded.

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