Course Ouline

MBA Program
Course Title: Marketing Management

Credit Hours: 2
Instructor: WasihunTiku (PhD) email: [email protected]
Course Description
This course aims at giving an exposure to the real time marketing activities. It demonstrates the role of
marketing in various industries; to explore the relationship of marketing with other management areas;
and to show how effective marketing builds on a complete understanding of marketing techniques. The
main focus will be on marketing conceptual framework, the marketing environment, types of markets,
product decision, product development, branding and packaging, pricing decisions, factors influencing'
pricing, pricing techniques, distribution decision: channel and physical distribution decision, promotion
decision: types of promotional messages and media.
Course Objective
Upon completing this course, the student will be able to:
 Define basic/core marketing principles/ concepts
 Describe the marketing plan process and strategy
 Understand the leading theories and philosophies of marketing
 Have marketing thinking to wide range of phenomena i.e., industrial, consumer, and service
market and enterprises of different sizes, with different objectives along with the relationship
between buyers and sellers.
 Apply basic discipline such as the economics, and behavioral sciences, in different marketing
decision making scenarios.
 Understand international marketing
 Prepare a marketing plan for a firm.
Page | 1
COURSE OUTLINE
Chapter 1- An overview of marketing and marketing management
1.1. Marketing and its core concepts
1.2. Companies’ orientation to marketing /Philosophies of marketing
1.3. Importance of marketing
1.4. Scope of marketing
1.5. Goals of marketing system
Chapter 2 - Marketing Environments
1.6. Meaning of marketing Environment
1.7. Internal and External Marketing environmental Elements
Chapter 3 – Buying Behaviors
1.8. Analyzing Consumer market& Buying Behavior
1.9. Organizational buying behavior
Chapter 4 – Market Segmentation, Targeting, and Positioning
4.1 .Market segmentation
4.2 .Targeting the Market
4.3. The concept of positioning
Chapter 5 - Managing Marketing Mix
4.3 Meaning of a product
4.4 Classification of a product
4.5 Product Life cycle
4.6 New Product Development Process
4.7 The Concept of Product Mix and Product Line Introduction to Branding, Packaging 'and
Labeling
4.8 Designing and managing service
Chapter 6: Pricing Decision
6.1 Meaning of Price
6.2 Pricing Objectives
6.3 Factors Affecting Pricing Decisions
6.4 General Approach to Pricing
Page | 2
Chapter 7: Distribution channel
7.1 Meaning and Importance of Distribution
7.2 Factors Influencing channel Decision
7.3 Channel Decision
Chapter 8: Promoting the product
8.1 Meaning of Promotion
8.2 The purpose of promotion
8.3 Promotional Mix Elements:
8.3.1 Advertising
8.3.2 Sales Promotion
8.3.3 Public Relation and publicity
8.3.4 Personal Selling
References:
 Kotler Philip and Devin Lane Keller, (2006). Marketing Management 12th Ed. Upper Saddle
River, New Jersey 07458
 Kotler Philip and Armstrong Garry, (2012). Principles of Marketing 14th Ed. Upper Saddle River,
New Jersey
 Kotler, Philip, (2004). Principles of Marketing, 10th Ed. Prentice-Hall Inc, New Delhi
 Christopher, Marking and McDonald, Malcolm. Marketing: and Introductory Text, Bath press,
Great Britain, 1995.
 J.Baker. Michael. Marketing: An Introductory Text, Bata Press, 1996.
 J.Baker, Michael: Marketing: Theory and Practice Bath Press, Great Britain,1995.
 Kotler, Philip, (2003). Marketing Management,: Analysis, Planning Implementation, and control,
10th Ed. New Jersey, U.S.A
 Lancaster, Geoff and Reynolds Paul, Marketing. Reed Educational and Professional publishing
Ltd., 1995.
 R. Dickson, Peter, Marketing Management 2nded, the Dryden Press, U.S.A., 1997.
Assessment techniques
 Test, Assignment and presentation………………………40%
 Final exam ……………………………………………………...60%
Page | 3

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MBA Program

Course Title: Marketing Management

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