MARKETING MANAGEMENT
SPRING SEMESTER 2003
Post lecture assistance/discussion: immediately after class, by prior appointment, or by
Email .
COURSE OUTLINE
Modern marketing is an evolutionary process where methods and concepts are constantly
changing to meet new challenges. This course focuses on the principle elements of Marketing.
The lectures are designed to cover many aspects of marketing, though some may only be at a
superficial rather than an in depth level. However, through the lectures and course work you will
discover, learn and apply basic theory of Marketing and be aware of the fundamentals and
principles of Marketing Management.
STUDY LITERATURE
Marketing Management: analysis, planning, implementation, and control/
Phlip Kotler.
(NB: Further readings will be assigned by instructors during classes)
EXPECTATIONS
The instructors expect every student to follow the course and lectures diligently and ensure
time is allocated to all non-lecture assignments. If at any time during the course you have
difficulty with the structure or content, you should inform your instructor.
Due to the nature of Marketing changes in theory and practice are constant. Each student
is expected to maintain an active interest and study of Marketing periodicals and
publications, both national and international. Selected topics or news items may be
discussed and debated in class.
COURSE OBJECTIVES
To aid development of the students’ level of English terminology in relation to Marketing
Management and to provide students with the fundamental Marketing concepts and
practices that will assist them in their future career.
At the end of the course the student should be able:
1.
To define the concept of Marketing and Market.
2.
3.
To grasp the fundamental principle of Marketing Management.
To Apply the fundamental theory and concepts to modern market.
4.
To apply the theory and concepts to case study
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OBSERVATIONS
Students must ensure that all mobile telephones and other transmitting equipment are turned
off during class. If there is an essential need to take a call you will be expected to leave the
classroom and be responsible for catching up with any missed course work. In order to benefit
fully from the course, you should:
o
o
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Come to class well prepared. Read the case and think about how the concepts
from the chapter or discussed in class can be applied. Make notes that you can
refer to during class. You may meet with your team or friends before class to
discuss the case.
Contribute ideas and analysis to the class discussion. Given the complexities
of the real world, there is no single right answer. What is more important is how
you use management concepts and tools to analyse a situation.
Listen carefully to your classmates’ comments and suggest supporting or
alternative views.
ACTIVE INVOLVEMENT
Class participation is a primary but not the only element of active involvement. Active
involvement requires that you use class participation as a learning opportunity. For example,
you should:

Use the concepts of Marketing Management and apply them to current
business situations you have read about or seen reported in the media.

Relate class material to your own personal experiences.

Bring to class discussion your own unique perspective.

Develop oral communication skills, learning to present ideas concisely and
persuasively and respond effectively to the comments of others.

Practice for your job interviews, where you will be expected to respond to
business problems similar to the ones we will discuss in class.
Team formation: We will be giving you some time during the class sessions to get to
know how to work with one another by forming 5-6 person teams.
CLASS ATTENDANCE
Attendance is an important indicator of attitude. Sporadic attendance often signals to the
instructor that the student places low priority on the course. By enrolling in this course, you are,
in effect, agreeing to do your best to attend and contribute to the group learning experience.
Because of the importance of the collective learning experience, regular attendance is required. It
is important that you arrive on time so that we may start class promptly. Arriving late to class is
very disruptive and discourteous to the class. If you do have to miss a class, it is your
responsibility to find out from your classmates what was covered in class, and to pick up any
handouts from the instructors. Please Note: Topics covered will not usually be repeated and you
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will let down other members of your class and team.
COURSE CONTENT and TEACHING PLAN
The following is an outline of the course contents and the specific areas to be included:
1ST WEEK
1. Understanding Marketing
What s market
What is marketing
The five concepts of marketing
2ND WEEK
2. Winning Markets: Market-oriented strategic Planning
Defining the corporate Mission
Business Strategic Planning
3RD WEEK
3. Analyzing Marketing Opportunity
Gathering information and Measuring Market Demand
Scanning the marketing Environment
Analyzing Consumer Markets and Buyer Behavior
4TH WEEK---5TH WEEK
4. Identifying Market Segments and Selecting Target Markets
Levels and Patterns of Market Segmentation
Market Targeting
Positioning Strategy
6TH
WEEK---7TH WEEK
5. Product Life-cycle Marketing Strategies
How to Differentiate
The Concept of Product Life Cycle
9TH WEEK---10TH WEEK
6. Managing Production Lines And Brands
New-Product Development
The Product and Product Mix
Product-Line Decision
Brand Decision
11TH WEEK---12TH WEEK
7. Designing Pricing Strategies And Programs
Setting the Price
Adapting the Price
Initiating and Responding To Price Changes
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13TH WEEK----14TH WEEK
8. Managing and Delivering Marketing Programs
Channel Functions and Flows
Channel Levels
Channel-Design Decisions
14TH WEEK—15TH WEEK
9. Managing Retailing, Wholesaling, and Market Logistics
Retailing
Wholesaling
Market Logistics
16TH WEEK---17TH WEEK
10. Managing Personal Selling, Advertising, Sales Promotion, Public Relations
Promotion Mix
Advertising
Sales Promotion
Public Relations
18TH WEEK
11. Managing Direct Marketing
Face-to-Face Selling
Direct Mail
Catalog Marketing
Telemarketing
EVALUATION OF COURSE PERFORMANCE
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Group Project Work: 20 %
Assignments: 30% There will be two assignments during the course. It is
expected that these will be carried out using the general layout for research.
Final Exam: 50%
Please Note
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The instructors reserve the right to reduce your grade at their discretion and in
their judgement for: excessive absences, lateness, late papers, failure to
participate in class/team, talking unnecessarily in class, active electronic devices
in class other than tape recorders (e.g.: cell phones or pagers) or any other
evidence of gaps in team work skills.
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