KARDAN
Institute of Higher Education
MARKETING MANAGEMENT
COURSE OUTLINE
Instructors: Sajjad Ahmad Afridi/
Office Hours: By Appointment
E-mail: mrafridi_pct@yahoo.com
1. Text Books: Marketing Management (Eleventh ed.) by Philip Kotler.
2. Reference Book: Marketing Management A South Asian Perspective (13th Edition), by
Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha.
3. Course Objectives:
In today’s fast-paced world, marketing has become more complex. Changes in
technology and consumer and business needs, as well as, increased globalization pose
new challenges for marketers. These events have made marketers more aware of the
necessity for careful but speedy analysis and decision-making. The implication is that
marketing management as a field of study has become more important.
Marketing management is the art of optimal manipulation of the marketing mix to
achieve business goals. It encompasses activities such as demand creation and
stimulation, positioning, product differentiation, product and brand management among
others. All these activities involve planning, analysis, and decision-making.
To meet these goals, this course will require the integration of theory and practice.
Students will have to make strategic marketing decisions based on analytical techniques
they will learn in this course. They will have to devise a plan that is based on a sound
conceptual framework, to implement the decision. It is hoped that through this exercise
students will learn the value of marketing management in business.
4. Topics/Chapters:
The following chapters would be covered:
Chapter 1: Developing Marketing Strategies and Plans
Marketing and Customer Value
The Value Delivery Process
The Value Chain
Core Competencies
Marketing Plan
Situation Analysis
Opportunities and Critical Issues
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KARDAN
Institute of Higher Education
Objectives
Target market/Positioning
Marketing Program
Performance Analysis
Review and Implementation
Evaluation and Control
Contingency Plan
Chapter 2: Dealing with Competition
Competitive Forces
Industry Competition
Threats of New Entrants
Threats of Substitutes Products
Buyers growing Bargaining Power
Suppliers Growing Bargaining Power
Analysis of Competitors
Strategies of Competitors
Strength and Weaknesses of Competitors
Close versus Distant Competitors
Strong versus Weak Competitors
Good versus Bad Competitors
Competitors Strategies
Over all Price (Cost) Leadership
Differentiation Strategy
Price (Cost) Focus
Differentiation Focus
Competitive strategies for Market Leaders
Competitive strategies for Market Challenger
Competitive Strategies for Market Follower
Chapter 3: Positioning and Differentiating the market offering through Product life Cycle
Developing and Communicating a Positioning Strategy
Positioning according to Competitors
Positioning According to Unique Benefits
Positioning According to Affiliating with others
Differentiation
Differentiation Tools
Product Differentiation
Services Differentiation
Personnel Differentiation
Channel Differentiation
Image Differentiation
Product Life-Cycle Marketing Strategies
Product Life Cycle
Marketing Strategies: Introduction Stage
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KARDAN
Institute of Higher Education
Marketing Strategies: Growth Stage
Marketing Strategies: Maturity Stage
Marketing Strategies: Decline Stage
Chapter 4: Designing Global Market Offerings
Competing on Global Basis
Deciding Whether to Go Abroad
Deciding Which Market to Enter
How many Markets to Enter
Regional Free Trade Zone
Evaluating Potential Markets
Deciding how to enter the Market
Indirect and direct Export
Licensing
Joint Ventures
Direct Investment
Deciding on the Marketing Program
Product, Price, Place and Promotion
Chapter 5: Designing and managing value networks and Marketing Channels
Marketing Channels and Value Networks
The importance of Channels
The Role of Marketing Channels
Channel Functions and Flows
Channel Levels
Channel Design Decisions
Analyzing Consumers Desired Service Output Levels
Establishing Objectives and Constraints
Identifying and Evaluating Major Channel Alternatives
Channel Management Decisions
Selecting channel Members
Training and Motivating Channel Members
Evaluating Channel Members
Modifying Channel Design and Arrangements
Chapter 6: Designing and Managing Services
The Nature of Services
Service Industries are Everywhere
Categories of Service Mix
Distinctive Characteristics of Services
Managing Service Quality
Customer Expectation (Gap Model)
Best practice of Service-Quality Management
Managing Service Brands
Differentiating Services
Developing Brand Strategies for Services
Managing Product-Support Services
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Institute of Higher Education
Identifying and satisfying Customer Needs
Post-Sale Service Strategy
Chapter 7: Managing the Total Marketing Efforts
Trends in Company Organization
Marketing Organization
The Evolution of the Marketing Department
Organizing the Marketing Department
Marketing Relation with Other Departments
Marketing Implementation
Evaluation and Control
Annual Plan Control
Profitability Control
Efficiency Control
Strategic Control
5. Teaching and Learning Methodology:
Besides covering the text book extensive discussions would be carried out with reference to
Afghanistan cultural and market background to enable the students to comprehend the core
marketing concepts and develop a marketing mindset. This will be ensured through class
participation, assignments, quizzes, presentations and written examinations.
6. Grading Policy/Student Assessment:
Weight age
Quizzes
Class Participation
Assignments
Midterm Exam
Terminal Exam
Total
10%
5%
10%
25%
50%
100%
7. Expected Class Conduct:
100% attention, critical & analytical thinking, and hard work are expected from all course
participants throughout the course. All classes will be conducted using PowerPoint slides.
In fairness to students who complete assignments on time, late assignments will not be
accepted. You must turn in assignments at the beginning of the lecture on the due day. In rare
cases late assignments would be accepted with marks deduction.
Minimizing disruptions: All cell phones & Laptops should be turned off during class.
You should avoid engaging in side conversations after class has begun.
Being prepared for class: You should be ready to discuss any assigned readings and to
answer any assigned questions for each day's class, including being ready to open a case
assigned for that day.
Respect:
You should act respectfully toward all class participants.
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