Course Syllabus – Executive MBA Program
--------------------------------------------------------------------------------------------------Course Title: Marketing Management
Course Code: MKT 601
Instructor: Rizwan
E-mail ID: rxtcad@outlook.com
Office:
Telephone:
Office Hours:
Module B /Year:
Credits: 3
Prerequisites: None
I.
Course Description:
Marketing Management course offers an introduction to the strategic as well as tactical
orientation of marketing decisions. The course introduces the consumer behavior and
organizational behavior theories, strategic planning models. The course also emphasizes the
need for research in marketing and explains different types of the research designs used for
marketing research. The course focuses on the concepts like segmentation, choice of target
markets, differentiation from competitors, value to the customers and positioning, form of
product or service decisions, pricing, marketing communications and use of delivery channels
etc.
II.
Course Objectives:
1.
2.
3.
4.
III.
Explain the marketing concepts, tools and techniques.
To apply marketing concepts/principles to marketing situations.
To apply Marketing research tools and conduct market survey and analyze findings.
Ability of the students to communicate, in an oral and written format, business analyses
and topics.
Course Learning Outcomes:
After completion of this course, students will be able to:
1.
2.
3.
4.
Apprise theories and models of marketing management (Knowledge)
Implement different tools of marketing mix in different business situations (Skill)
Conduct preliminary market studies for assessing market conditions (Role in context)
Prepare and critically analyze professional marketing reports and communicate them
efficiently (Self-development)
IV.
CLO-PLO Mapping
Course
Code
Course Title
PLO1
(KNOWLEDGE)
PLO2
(SKILL)
PLO3
(SKILL)
PLO4
(AUTONOMY &
RESPONSIBILITY)
PLO5 (SELF
DEVELOPMENT)
PLO6 (ROLE IN
CONTEXT)
CLO 4
CLO 3
CLO-PLO MAPPING
MKT
601
V.
Marketing
Management
CLO 1
CLO 2
Text Books & Other Learning Resources:
a) Text Book:
Kotler, Philip & Keller, Kevin Marketing Management, 15th Edition, 2015, Pearson
b) Recommended Readings:
1. Solomon, Michael R., Marshall, Greg W. and Stuart, Elnora W., Marketing: Real
People, Real Choices, 8th Ed., Prentice Hall, 2015.
2. Grewal, Dhruv and Levy, Michael, Marketing, 5th Ed., McGraw Hill, 2015.
3. Perreault, Jr. William, Cannon Joseph and McCarthy, E. Jerome, Essentials of
Marketing, 14th Ed., McGraw Hill, 2015.
4. Winer, Russell S and Dhar, Ravi, Marketing Management, 4th ed. Prentice Hall,
2011.
5. Best, Roger. Market-Based Management, 6th ed. Prentice Hall, 2013.
6. Kerin, Roger and Robert Peterson. Strategic Marketing Problems, 13th ed. Prentice
Hall, 2013.
c) Other Learning Resources:
1. McKechnie, Grant and Katsioloudes (2008): Positions and positioning: strategy
simply Stated”, published in Business Strategy Series, 9(5).
2. Melodena Stephens Balakrishnan (2008), “Dubai – a star in the east: A case study in
strategic destination branding”, published in Journal of Place Management and
Development 1(1).
3. Derby, Jones and Al Madani (2003), “e- Commerce Marketing: Fad or Fiction - A
case study in UAE”, published in Logistics Information Management, 16(2).
4. Nizar Souiden, (2002),"Segmenting the Arab markets on the basis of marketing
stimuli", International Marketing Review, Vol. 19 Iss 6 pp. 611 – 636.
5. Muhammad Arham, (2010),"Islamic perspectives on marketing", Journal of Islamic
Marketing, Vol. 1 Iss 2, pp. 149 – 164.
VI. Pedagogy:
The course employs a balanced mix of lectures/class discussions and case
studies/projects. Class lectures and discussions provide an exposition to key concepts,
and are supported by current marketing practices. The case studies/projects provide an
opportunity to apply the theories, concepts, and analytical devices developed in the
lectures.
VII.
Course Evaluation:
All students are expected to observe the academic rules and regulations of the IMT.
Please refer to your Student Handbook for specific details. Feel free to ask your
instructor or Dean of Graduate Programs if you have any questions as to how those rules
and regulations apply to this course. Assignments are important part of this course. All
assignments must be handed-in on the due dates. Evaluation would be based on
presentations, assignments, tests, projects etc. and a final Examination.
Evaluation scheme is as follows:
Assessment Component
Project
Case Analysis
Quizzes
Mid Semester Test
Final exam.
Total
Weightage
15%
15%
10%
20%
40%
100%
VIII. Course Content & Delivery Plan:
Session
Topic/Content
Introduction and orientation to the
1
course, background for the study of
marketing, What is marketing?
Marketing system, definitions and scope
of marketing. Core concepts of
Marketing, Elements of Marketing Mix,
Company’s orientation towards the
market place.
2
3
4
5
Hours
3
Activity
Group formation
Case Study: Private
Labels
Developing Marketing Strategies and
Plans
 Marketing and customer value
 Corporate and Division Strategic
Planning
 Business Unit Strategic Planning
Gathering information and Scanning the
environment
 Demographic Environment
 Economic Environment
 Socio-cultural environment
 Natural environment
Conducting Marketing Research and
forecasting Demand
 The Marketing Research Process
3
Understanding marketing environment &
3
Case Study: Diwan –
A Tale of Heart
Over Matters
3
Quiz No 1
Case Study: Bahrain
Bay: Building
Customer Relations
for the Future
3
Case study: Ariel in
Egypt – The Value
of Consumer Insight
6
Customer Analysis
Consumer buying behavior
- Consumer decision making model
- Motivation theory
- Brand personality dimensions
- Types of buying behaviour
Organizational buying behaviour
- Buying centre theory
- Differences between consumer
markets and business markets
- Types of business products and
services
- Trends in organizational
purchasing
Competitor Analysis and designing
2
strategies & Segmentation and Targeting
- Bases for segmentation
- Segmentation process
- Principles of effective
segmentation
- Types of targeting
Case study: Arabic
BlackBerry –
Adapting to the
Language of the
Market.
Case study: Boeing –
Selling a Dream
(liner).
Reading: Nizar
Souiden,
(2002),"Segmenting
the Arab markets on
the basis of
marketing stimuli",
International
Marketing Review,
Vol. 19 Iss 6 pp. 611
– 636.
Case Study: The
Arab Online World
– Microsoft Maren
200
7
8
Developing and Communicating
Positioning Strategy & Positioning
- Perceptual mapping theory
- Positioning possibilities
- Points of parity and points of
differences
2
Product Life Cycle theory and associated 3
Marketing Strategies
Stages in Market Evolution & New
Product Development Process; Consumer
Adoption of innovation theory
Status report of group
project
An Article by
McKechnie, Grant
and Katsioloudes
(2008): Positions
and positioning:
strategy simply
Stated”, published in
Business Strategy
Series, 9(5).
Case Study: Activia
in Egypt
Case Study: Al
Jazirah – The
Genius Inventor
9
Product and Brand Strategy
- Decisions related brand
management
3
10
Services: Nature, Marketing Strategies
Differences between goods and services
Characteristics of services
3
11
Developing Price Strategies
- Steps in pricing
- Penetration and skimming pricing
- Price adaptation strategies
3
12
Channel Strategy, Decisions and Policies
3
13
Managing Integrated Marketing
Communications
3
14
Advertising, sales promotions, Public
Relations and Direct Marketing
3
Case study: Alshaya
– The House of
Brands
An article by
Melodena Stephens
Balakrishnan (2008),
“Dubai – a star in the
east: A case study in
strategic destination
branding”, published
in Journal of Place
Management and
Development 1(1).
Case study: Bose –
Competing by Being
Truly Different
Case study: Fly
Dubai Pricing
Strategy
Case study: Zara –
The Technology
Gaint of the Fashion
World
An Article by
Derby, Jones and Al
Madani (2003),“eCommerce
Marketing: Fad or
Fiction - A case
study in UAE”,
published in
Logistics
Information
Management, 16(2)
Group project
presentation
Groups
Group project
presentation
Groups
Reading:
Muhammad Arham,
(2010),"Islamic
perspectives on
marketing", Journal
of Islamic Marketing,
Vol. 1 Iss 2, pp. 149
– 164.
15
Organizing and Implementing the
Marketing Plan
International Marketing
3
Case Study: B-Tech:
A successful
regional brand
Guidelines
Case Analysis
Form a group with the members of your choice. The group size should not exceed 4-5. Each
group will be provided with a case and is expected to present and submit a write-up.
Case Write-up
The group is expected to analyze the case and prepare a write-up. The write-up should not
exceed 5 pages (12 font; Times new roman, 1 ½ line space) excluding exhibits and appendices.
Your write-up will be graded on both style and content. Present your ideas in a clear, concise,
logical and organized manner. Don’t repeat the case facts in your write-up.
Group Project
Title: Comparative Market Analysis of a Organization
The group is required to study an organization. The project work should not be a pure
description of the company, but should also involve critical evaluation and/or identification of
key issues. The following are some guidelines for the project:
1. Select an industry in which you are interested (i.e. consumer goods, industrial goods, travel,
postal, health care, entertainment, finance, retail, etc.).
2. Select a leading business in your field of interest. For example, in the travel industry, you
might select an airline, a cruise line, a tourism bureau, a hotel chain, a travel agency, a car
rental firm or a resort/destination.
3. Prepare a critical evaluation of the organization that you have chosen. Some of the criteria
for evaluation are: At whom is this product / service targeted? What is the product / service
concept, stated in terms of results produced for the customer? How is it being positioned in
relation to customer needs and competitive offerings? What is the level of customer
satisfaction? How is it managing the marketing mix? What are your recommendations on its
strategies on segmentation, targeting and positioning and marketing mix?
4. Conduct a comparative analysis between the leader you have chosen and a company (or
companies) within the industry that does not enjoy the same success. What strengths and
weaknesses do you find in their marketing efforts? How have their efforts enhanced or
hindered the company’s image and success?
5. Your analysis should use the concepts developed during the course where appropriate.
6. The write-up should not exceed 10 pages excluding appendices (as per the same format
suggested for case write-up).