Revised by Mark Abel
April 2003
1.0
COURSE TITLE:
Marketing Management
2.0
CATALOG NO.:
MR113T
3.0
SEMESTER HOUR CREDIT:
3
3.1 LECTURE HOUR CREDIT: 3
3.2 LAB HOUR CREDIT:
0
4.0
COURSE DESCRIPTION: Course will involve designing and developing new
products and facilitating the marketing process from product idea to production
and delivery. Emphasis will be on developing a marketing plan, situation analysis,
marketing strategies, and product management.
5.0
PREREQUISITE:
6.0
GENERAL COURSE COMPETENCIES:
1.
Explain the concepts involved in developing an effective marketing management
system.
2.
Analyze marketing opportunities.
3.
Make use of market research and effectively utilize target markets.
4.
Design a marketing strategy.
5.
Effectively plan marketing programs.
6.
Organize, implement, and control a marketing effort.
7.
Participate in a computer generated marketing simulation.
7.0
MAJOR UNITS OF INSTRUCTION
UNIT I:
UNIT II:
UNIT III:
UNIT IV:
UNIT V:
UNIT VI:
UNIT VII:
8.0
MR101T Principles of Marketing
AD102T Intro to Management
Understanding Marketing Management
Analyzing Marketing Opportunities
Researching and Selecting Target Markets
Designing Marketing Strategies
Planning Marketing Programs
Organizing, Implementing, and Controlling Marketing Effort
Participate in a Computer Generated Marketing Simulation
UNIT OBJECTIVES:
UNIT I - UNDERSTANDING MARKETING MANAGEMENT
1.
2.
3.
4.
Explain the concepts involved in developing an effective marketing management
system.
Know what is meant by the “marketing management process” and its various
steps.
Understand the contents of a marketing plan.
Know the various methods for allocating marketing resources.
Revised by Mark Abel
April 2003
UNIT II - ANALYZING MARKETING OPPORTUNITIES
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
Know the concept and components of a marketing information system.
Understand the importance of a good internal reports system.
Know the steps of the marketing research process and their contribution to
providing management with actionable data.
Know the characteristics of good marketing research.
Understand the various analytical approaches and models in an analytical
marketing system.
Know the major actors in the company’s micro-environment.
Know the major forces in a company’s macro-environment.
Know the major trends influencing marketing decisions in the macroenvironment.
Know how to map a company’s marketing environment, system, and strategy.
Know the major factors influencing consumer behavior.
Know the types of buying decision behavior.
Know the stages in the buying decision process.
Know the difference between an industry and market concept of competition.
Understand how to identify competitors’ strategies.
Understand how to determine competitors’ objectives.
Understand how to estimate competitors’ reaction patterns
Know how to design competitive intelligence systems.
Know how to select competitors to attack or avoid.
Understand what it means to balance a customer and competition orientation.
UNIT III - RESEARCHING AND SELECTING TARGET MARKETS
1.
2.
3.
4.
5.
6.
7.
8.
9.
Make use of market research and effectively utilize target markets.
Understand demand measurement terminology.
Know the methods of estimating current demand.
Know the methods of estimating future demand.
Understand the bases used to segment consumer and industrial markets.
Know the basic steps in segmenting a market.
Understand the bases used to segment consumer and industrial markets.
Know how to evaluate and select segments for targeting of marketing programs.
Know how to determine and structure a product position to gain a competitive
advantage.
UNIT IV - DESIGNING MARKETING STRATEGIES
1.
2.
3.
4.
5.
6.
Understand the concepts of positioning.
Be able to identify competitive advantages of specific firms in the marketplace.
Be able to discern differentiation attributes.
Be able to review how different firms are trying to communicate their positioning
strategies to the market.
The main risks in developing new products.
The organizational structures used in managing new-product development.
Revised by Mark Abel
April 2003
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
The new-product development process.
The consumer-adoption process.
Know the concept of the product life cycle.
Know the stages of the product life cycle.
Understand the possible strategies to be used during each stage of the PLC.
How to evaluate channel alternatives.
What are the major channel management decisions.
Channel dynamics.
How retailers are classified and described.
What are fundamental retailing decisions.
What are retailing trends.
How wholesalers are classified and described.
What are the fundamental wholesaling decisions.
The importance of physical distribution.
The nine elements of the communication process.
How to identify the target audience.
How to determine the communication objectives.
How the message should be designed.
The selection of communication methods.
How the promotion budget is determined.
How the promotion mix is established.
How to evaluate and manage the communication process.
UNIT VI - ORGANIZING, IMPLEMENTING, AND CONTROLLING A
MARKETING EFFORT
1.
2.
3.
4.
5.
6.
7.
Understand the value of the control function.
Implement a marketing effort.
Do an annual-plan control.
Do profitability control.
Plan efficiency control.
Develop strategic control.
Understand the role of the marketing controller.
UNIT VII - PARTICIPATE IN A COMPUTER GENERATED MARKETING
SIMULATION
1.
2.
3.
4.
5.
6.
Understand computer basics.
Modify and correct computerized records.
Access, extract, and print data.
Use graphs and graphics.
Design, save, and implement a marketing strategy.
Make marketing management decisions as it relates to a complete product
campaign from manufacture to consumer.
Revised by Mark Abel
April 2003
COURSE BIBLIOGRAPHY:
MARKETING MANAGEMENT: KNOWLEDGE AND SKILLS 7TH EDITION, J
PAUL PETER and JAMES H DONNELLY, JR; IRWIN, 2004