COURSE FILE SUMMARY
COURSE INFORMATION
College / Institute / Center
Programme Title
Course Title
# Hours
Management &
Technology
Bachelor of Business
Administration
Marketing
Management
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Marketing &
International Business
Department
Programme Code
EA316
Course Code
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Lecture
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Lab / Tutorial
Credit
Pre Requisites: Principles of Marketing EA211
COURSE AIM
This course brings essential and classic examples into sharper focus while covering new
concepts and ideas in depth.
COURSE OBJECTIVES
At the end of this course students will have an understanding of the following topics:
-Understanding Marketing Management
-Analyzing marketing opportunities
-Developing marketing strategies
-Shaping the market offering
-Managing and delivering marketing programs
STAFF REQUIREMENTS
Qualifications
Special Skills
Number
Lectures
PH. D In Marketing
Interpersonal
Computer
1
Tutorials
Bachelor of BA Major Marketing
Interpersonal
Computer
1/2
Laboratories / Workshops
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LECTURE SCHEDULE
#
Lecture
Week Hrs
Description
1
2
3
4
5
6
7
8
9
10
11
12
13
14
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
11th
12th
13th
14th
2
2
2
2
2
2
2
2
2
2
2
2
2
2
Defining marketing for the 21st century
Adapting marketing to the new economy
Building customer satisfaction, value and retention
Gathering information and measuring market demand
Scanning the marketing environment
Analyzing consumer markets and buyer behavior
Mid –Term Exam
Dealing with the competition
Identifying market segments and selecting target markets
Positioning and differentiating the market offering through the product life cycle
Developing new market offerings
Term Paper
Setting the product and branding strategy
Designing and managing services
15
15th
2
16
16th
2
- Developing price strategies and programs
- Designing and managing value networks and marketing channels
- Managing integrated marketing communications
Final exam
TEXT BOOKS
Code*
RB
Description
Marketing management, Philip Kotler, Keven Keller, 12th ed. Pearson publications.
REFERENCE BOOKS
Code*
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Description
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TUTORIAL SCHEDULE
#
1
2
3
4
5
6
7
8
9
10
11
12
13
Tutorial
Week Hrs
1st
2
2nd
2
3rd
2
4th
2
th
5
2
6th
2
8th
2
9th
2
10th
2
11th
13th
14th
15th
2
2
2
2
Topic
Applications on defining marketing for the 21st century
Applications on marketing to the new economy
Applications on building customer satisfaction, value and retention
Applications on gathering information and measuring market demand
Applications on scanning the marketing environment
Applications on Analyzing consumer markets and buyer behavior
Applications on dealing with competition
Applications on identifying market segments and selecting target markets
Applications on positioning and differentiating the market offering through the product life
cycle
Applications on developing new market offerings
Applications on setting the product and branding strategy
Applications on designing and managing services
Applications on -Developing price strategies and programs
-Designing and managing value networks and marketing channels
-Managing integrated marketing communications
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LABORATORY WORKSHOP SCHEDULE
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Laboratory
Week
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COMPUTER USAGE
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GRADING AND ASSESSMENT METHOD
Week
#
Points
Written
7
12
1-15
16
30
20
10
40
30
Oral
Term
Paper
Continuous
Thesis
20
10
40
Prepared by: Dr. Dalia Farrag
Designation: Course coordinator
Approved by: Dr. Khaled Hanafy
Designation: Chairman of department
Name
Name
Sign
Sign
Date
Date
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MPC3/2-1
Code*
COURSE FORMAT & METHODOLGY
Description
- The course shall follow a lecture-discussion format; during most of the
semester, primary lecture responsibility is the instructor’s and primary
discussion responsibility (via questions and comments) is the students.
- The course involves a group term project where students shall be required to
apply marketing theory to real companies in the Egyptian business
environment. Students shall be required to submit a written paper as well as
conduct a 15 minute presentation in front of the class during the 12th week.
- The course involves videos as well as written cases for class discussion.
- The course must include at least three assignments throughout the term to be
discussed in class and with the tutor during tutorial hours.
* TB : Text Book
RB: Reference Book
Lecture Notes
ST: Standards / Codes
LN:
SUPPLEMENTARY MATERIAL
Code*
Description
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*PR: Periodical
SW: Software
VT: Video Tape
OS: Overhead Slide
MD: Model
AC:
Audio Cassette
EDUCATIONAL RESOURCES
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