DEPARTMENT OF MANAGEMENT
COURSE SYLLABUS
COURSE
Code
BUS 506
Status
Name
Marketing Management
Number of ECTS Credits
Level
BA Graduate
Class Hours Per Week
Year
Semester
2011-2012
I
Total Hours Per Semester
Obligatory
7.5
3+0
45+0
Instructor
Assistant
Assoc. Prof. Dr. Teoman Duman
Mersid Poturak
Working Time
Monday
E-mail address
1. Learning Objectives and
Goals
tduman@ibu.edu.ba
The purpose of this course is to review and analyze marketing concepts in detail with case study
applications. Throughout the course, marketing concepts and related case studies will be
discussed with student participation. Furthermore, each student will have a chance to work on a
marketing plan for an active company in a group project and learn about a real life marketing
management example.
Mid-Term Exam
Final Exam
Marketing plan
Case study presentation
2. Grading Policy
3. Course Readings and
Texts
4. Language of Instruction
20% (Chapters 1-11)
30% (Chapters 12-22)
30%
20%
1. Kerin, R. A. and Peterson, R. A. (2007). Strategic Marketing Problems: Cases and Comments.
Prentice Hall: Upper Saddle River, New Jersey. (Chapter 3: Marketing Decision Making and
Case Analysis)
2. Dibb, S. and Simkin, L. (2008). Marketing Planning: A Workbook for Marketing Managers.
Southwestern: Bath, UK.
3. Kotler, P. and Keller, K. L. (2006). Marketing Management 12e. Pearson: London.
English
SCHEDULE OF LECTURES AND READINGS
Date
Week 1 – Course
introduction
Week 2 –
Marketing Basics
Class
Hours
3
Week 3 –Strategic
Marketing
Management
3
Week 4 – Case
Analysis
3
Week 5 –
Segmentation and
Market Targeting
3
Topic
Course Introduction
Kotler and Keller (KK) - Chapter 1: Defining marketing for the 21st century
KK - Chapter 2: Developing marketing strategies and plans
Kerin and Peterson (KP) – Chapter 1: Foundations of Strategic Marketing Management
KP - Appendix A: A Sample Marketing Plan
Dibb and Simkin (DS) – Chapter 15: The Marketing Plan Document
KP – Chapter 3: Marketing Decision Making and Case Analysis
KP – Chapter 2: Financial Aspects of Marketing Management
KP – Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting
DS – Chapter 8: Marketing Strategy (8.1, 8.2, 8.3)
KK – Chapter 8: Identifying Market Segments and Targets
Case: Dr. Pepper Snapple Group, Inc.: Energy Beverages
Week 6 –
Marketing Plan
Assignment First
Draft
Presentations and evaluation of first draft of marketing plan assignments
Week 7 – Product
and Brand
Strategy
3
KP – Chapter 5: Product and Service Strategy and Brand Management
DS – Chapter 7: The Strength of the Portfolio and Future Directions
KK – Chapter 12: Setting Product Strategy
Case: Procter and Gamble, Inc.: Scope
3
MID-TERM EXAM
3
KP – Chapter 6: Integrated Marketing Communication Strategy and Management
DS – Chapter 8: Marketing Strategy (8.4, 8.5)
Week 8 – Midterm
exam
Week 9 –
Marketing
1
Communications
Week 10 –
Channel Strategy
Week 11 – Pricing
Strategy
3
Week 12 – The
Control Process
3
Week 13 –
Competitive
Strategies
3
Week 14 – Global
Marketing
Strategy
Week 15
3
3
KK – Chapter 17: Designing and Managing Integrated Marketing Communications
Case: Amber Inn and Suites, Inc.
KP – Chapter 7: Marketing Channel Strategy and Management
KK – Chapter 15: Designing and Managing Value Networks and Channels
Case: Swisher Mower and Machine Company
KP – Chapter 8: Pricing Strategy and Management
KK – Chapter 14: Developing Pricing Strategies and Programs
Case: Superior Supermarkets: Everyday Low Pricing
KP: Marketing Strategy Reformulation: The Control Process
DS: Chapter 14: Controlling Implementation of the Marketing Plan
Case: McNeil Museum of Art
DS – Chapter 6: Competition and Competitor’s Strategies
KK - Chapter 11: Dealing with Competition
Case: Southwest Airlines
KP – Chapter 10: Global Marketing Strategy
KK – Chapter 21: Tapping into Global Markets
Case: Chevrolet Europe
Marketing Plan Presentations
Marketing Plan
Each student is expected to take part in a marketing plan assignment for a company that has
operations in Sarajevo. Marketing plan exercise is a group effort. Tasks regarding different
sections of the plan is allocated among group members and a complete plan is prepared before
the end of the semester. Each group is expected to present the plan at the end of the semester.
Details about the group members and companies will be announced in the first several weeks
of the semester.
Case Study Presentations
Students are also expected to analyze company cases and present their views about marketing
management practices in these cases. Groups of two or maximum three students will work
together to analyze and write a report about one of the cases identified in the course outline
above. The purpose of case presentations is to stimulate discussion in the class and get
different views about marketing problems in the cases. All the students are expected to read
all the cases and be prepared for case study discussions in the class. Those students who work
on a certain case are also expected to read and be prepared to discuss the topics in the chapters
of textbooks that are related to the marketing problems in that case. Detailed schedule of case
study groups will be announced during the first several weeks of the semester.
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