MARKETING
MANAGEMENT
MK - 320
School of Business & Economics
Anum Tanveer Mir
Resource Person
Program
BBA
Prerequisite for the course
Credit Hours
3
Semester
Fall 2012
Class Timings
Office
Counseling Hours
Telephone #
521-2801- 10 ext. 358
E-mail
mobin@umt.edu.pk
INTRODUCTION
Marketing provides the interface between the customer and the firm in which the customer
has become pivotal to the success of business activities. The marketer’s role is to develop
an understanding of the customer and then use a variety of tools to design, promote and
deliver attractive value packages.
New media is influencing, determining and reflecting
structural changes in the way a business conducts its marketing activities. Customized oneto-one marketing has displaced mass standardization and relationship building has become
a major commitment for many organizations.
This course explores how traditional marketing concepts are converging in the digital
economy to create and retain customer loyalties. An opportunity to study several situations
in which effective electronic marketing strategies can be developed is provided through
group discussion and case studies.
LEARNING OBJECTIVES
After studying this course the participants should be able:
1.
To provide an understanding of and appreciation for the role of marketing in
managing a business.
2.
To share his/her experience of the concepts and skills utilized by today's
marketing managers.
3.
To describe the major elements of marketing process, including the influence of
external environments on marketing, marketing research, consumer behavior,
market segmentation, product strategy, distribution strategy, promotion strategy,
pricing strategy, and positioning strategy.
4.
To understand the advances in information technology that is shaping new
marketing opportunities and strategies.
5.
To understand the increasingly intense competition that is affecting the global
markets.
LEARNING METHODOLOGY
TRAINING INSTRUMENTS
Activities
Reading Material 
Seminar Briefing
Guest Speaker
Lectures Focus
Case Study & Presentation 
Skills Development Exercises 
Handouts 
Educational Visits (if required)
Project Reports
Weekend Tutorial
Training Films
Any Other
RECOMMENDED TEXT BOOK
1. Marketing Management 13th Edition (A South Asian Perspective) by Philip Kotler & Kevin
Lane Keller
INTERESTING SITES TO VISIT
AREA OF RESEARCH
www.brandweek.com
www.adage.com
www.adcritic.com
www.did-it.com
www.emarketer.com/how2/welcome.html
www.cognitiative.com
www.wilsonweb.com/articles
www.ipro.com
www.activmedia.com
www.gap.com
www.geocities.com
www.pointcast.com
www.ad-up.com
Branding
Advertising
Ads on line with critique
Direct and on line marketing
E-Marketing reports
Latest on consumer behavior
Internet marketing
A.C Nielsen research data reports
Research on online consumers
Computer mediated buying
Psychographic Segmentation
Consumer information of interest
Target Market selection on internet
ASSESSMENTS:
All of the activities held during the semester will be evaluated; the final grades for the
course will be as follows
COURSE EVAULATION WEIGHTAGE
Quizzes
15%
Assignments / Case Studies / Presentations
15%
Mid Term
25%
Project
15%
Total
70% - Session work
Final Exam
30%
CLASS PARTICIPATION & ATTENDANCE
Prior Preparation, Regular Attendance, and Professional Participation in all
classes is Expected and Rewarded. Come to the Class prepared to lead the
class discussion for analytical interpretations, alternative strategies, and
persuasive solutions.
Please arrive on time and leave as scheduled. Absences will negatively impact
your grade. QUALITY of all communications, written and oral, will be evaluated.
PERSONAL ETHICS
We all live in a world that is heavily dependent upon a web of trust. This web
knits together colleagues, superiors, and subordinates inside the organization
and suppliers and customers outside the organization.
The same trust also
exists between a teacher and student (s). It is therefore strongly advised that
individuals or team (as defined by the assignment or project) keep themselves
clear from academic dishonesty.
Cheating, plagiarism (submitting the language, ideas, thought or work of another
as one’s own) or otherwise obtaining grades under false pretences will result in
either a fine by the disciplinary committee or a failing grade in the course or both.
CALENDAR OF ACTIVITIES
Week Session
Topic
Learning Objective
Reading
Material
Assessment
Criteria
Why is Marketing
important?
What is the scope of
Marketing?
1
Defining
Marketing For
The 21st Century.
Some fundamental
Marketing Concepts,
How Marketing
Management changed.
Ch 1
What are the tasks
necessary for successful
Marketing Management?
How does the Marketing
affect customer Value?
2
Developing
Marketing
Strategies and
Plans
Scenario:
How is the Strategic
Planning carried out at
different levels of the
organization?
What does Marketing
plan include?
Ch 2
Build a Bear:
Build a
Memory
What are the components
of a modern Marketing
information system?
3
Gathering
Information and
Scanning the
Environment
What is involved in a
Marketing Intelligent
System?
What are the key
methods for tracking and
identifying opportunities
in macroenviornment &
developments in
macroenvironment?
Assignment:
Ch 3
Different levels of market
segmentation &
requirements of effective
segmentation?
4
Identifying
Market Segments
How companies divide a
and Targets
market into segments?
How companies choose
the most attractive target
markets?
SWOT analysis
of your current
company or any
company which
you are
interested in
Case:
Ch 8
The Tata Nano:
The People’s
Car
5
Analyzing
Consumer
Markets
How do consumer
characteristics influence
buying behavior & major
psychological processes
influence consumer
Reponses to the
marketing program?
How do consumers make
purchasing decisions?
Assignment:
Ch 6
PEST Analysis
of Pakistan
How do marketers
analyze consumer
decision making?
Customer value,
satisfaction and loyalty
and how can companies
deliver them?
6
Creating
Customer Value,
Satisfaction and
Loyalty
What is the lifetime value
of customers and how
can marketers maximize
it?
How can companies
cultivate strong customer
relationship?
How can companies both
attract and retain
customers?
What is database
Marketing?
Case:
Ch 5
7
Conducting
Marketing
Research &
Forecasting
Demand
What constitutes good
Marketing research and
metrics for measuring
marketing productivity?
How can marketers
assess their return on
investment of marketing
expenditure?
Scenario:
Ch 4
How can companies more
accurately measure and
forecast demand?
Enterprise
Rent-A-Car:
Measuring
Service Quality
What is a brand and how
does branding works?
8
Creating Brand
Equity
What is brand equity &
how is it built, measured
and managed?
What are the important
decisions in developing
branding strategy?
Case:
Ch 10
Aflac Makeover
How can a firm choose
and communicate an
effective positioning in
the market & how brands
are differentiated?
9
Crafting the
Brand
Positioning ,
Setting Product
Strategy
What are the
characteristics of
products and how do
marketers classify
products?
How companies
differentiate products?
Case:
Ch 11
Companies' product mix
and product line?
Gucci, Louis
Vuitton &
Vertue ---Marketing
Lessons from
some of the
World’s Most
Exclusive
Brands
How can companies use
packaging, labeling,
warranties and guarantees
as marketing tools?
What is the role of
Marketing
Communication?
10
Designing and
Managing
Integrated
Marketing
Communication.
What are the major steps
in developing effective
communications?
What is communication
mix and how should it be
set?
What is the integrated
marketing
communications
program?
Scenario:
Ch 15
Pepsi:
Promoting
Nothing
What steps are required
in developing an
advertising program?
11
Managing Mass
Communications:
Advertising,
Sales
Promotions,
Events and
Public Relations.
How should sales
promotion decisions be
made?
What are the guidelines
for effective brandbuilding events and
experiences?
Case:
Ch 18
How can companies
exploit the potential of
public relations and
publicity?
Integrate direct marketing
for competitive
advantage?
12
13
Managing
Personal
Communications:
Direct Marketing
and Personal
Selling
What decisions do
companies face in
designing and managing
a sales force?
Ch 19
How can salespeople
improve their selling,
negotiating, and
relationship marketing
skills?
How do consumers
Developing
Pricing Strategies process and evaluate
prices?
& Programs
How should a company
set prices initially for
Ch 14
The Birth of
Swatch
products or services?
When should company
initiate a price change?
How should a company
respond to a competitor's
price change?
14
Designing and
Managing Value
Networks and
Channels
The students need to
recognize the importance
of designing marketing
channel system and value
network & the work that
the marketing channel
performs?
What decisions do
companies face in
managing their channels
and channel conflict?
Group
Ch 15 &
16
Project
Report
Submission
What are the key issues
with e-commerce?
15
Group Project
Presentations
Marketing Plan (IN GROUP)
The objective of this project is to provide you with a hands-on experience in applying
the concepts and methods of marketing to a problem. As such, the groups will use the
concepts that we discuss and learn in class. The project will involve creating a
marketing plan for a new product or service of the group’s choice and designing specific
tools to implement the plan. It will involve the following tasks:




Depending upon the class enrolments, students should form themselves into
groups of 3-4 members. The final list of group names should be submitted to me
by email on 3nd week with list of at least 4 products. Final choice of the product
will be agreed upon mutually with individual groups.
Each team will be required to choose a “new” product or service for which they
will develop a marketing plan. A brief description of the particular product/service
should be submitted for approval by 4th week.
Each group is then required to do the following to complete the project: Assume
that you are a consultant hired by the marketer of the product or service to
develop and launch this new product. Your report should include the following
components:
o Description of the existing situation including company objectives,
company strengths, etc., and existing competitors in the marketplace.
o Identify the customers for the specific product or service and describe
these consumers in relevant ways (demographics, lifestyles, knowledge of
product, etc.). Explain why the new product/service would be appropriate
for your target market. This step will involve one-on-one interviewing of a
small group of potential users of the product or service as well as followup survey of a larger sample of potential users.
o Outline a marketing strategy for the new product/service. This discussion
should include a description of the product and its benefits, and
positioning strategy. You will also develop a pricing strategy, the
communication strategy and promotional format, as well as some
indication of the distribution channel(s) that you would recommend.
Each group will make a presentation about their project to the rest of the class.
Depending upon the number of groups, the presentations will be for about 20
minutes each. INCLUDING Q/A SESSION
The final date to submit this 14 Week
To discourage ‘free-riding’ in the group project, you will be required to complete a peer
evaluation sheet which should be turned in by the report due date. Also, in general
students who contribute to the group process are more likely to do well in the final
exam. In addition you will evaluate all the presentations (excluding your own), and your
ratings will also be incorporated into the overall group project grade (weighted by some
factor and added to my evaluation of each presentation).