Identification
Subject
(code, title,
credits)
Department
Program
(undergraduate,
graduate)
Term
MKT 840 Marketing Management - 3KU/6ECTS
credits
Instructor
E-mail:
Elnur H. Huseynov
elnurhuseynov@gmail.com –
ehuseynov2011@ada.edu.az
Phone:
Classroom/hours
Office hours
Prerequisites
Language
Compulsory/Elective
Required textbooks
and course materials
Economics and Management
Graduate (MBA)
Fall, 2015
Bashir Safaroglu, room #, Saturday 18:30-21:00
Upon contact
ECON 830: Managerial Economics
English
Compulsory
Core textbook:
Marketing Management by Philip Kotler, 15th editon 2015 (or 14th edition,
2012)
Supplementary reading
Customer Care by Frank Atkinson 2011. 1st edition
Mad men (practical skills of selling) – TV episodes
Course website
Course outline
Course objectives
Learning outcomes
Teaching methods
Evaluation
Marketing management is a course which was prepared to give an understanding
of marketing principles along with optional reading on some practical
recommendation on how to build your marketing plan, not to succumb to
marketers, and identify human need for products. Optional reading is considered
to be the key practical application of theoretical knowledge acquired through
mandatory reading.
The goal of this course is to explain basics of marketing management and
analyze its application. The course will focus on comprehensive cycle of
marketing management that include research, marketing campaigns,
advertisement, consumer and purchasing behavior.
After completion of this course the students should be able to:
 Explain the essentials of marketing management.
 Understand the market research, branding and other concepts
 Develop understanding of value added services
 Analyze and build marketing campaigns
X
Lecture
X
Group discussion
X
Experiential exercise
Case analysis
X
Simulation
X
Course paper
Others
Methods
Date/deadlines
Percentage (%)
25
Midterm Exam
10
One sales exercise (practical
application)
10
Class
Participation/Attendance
Quizzes (4 quizzes)
15
10
Presentation (Group work)
40
Final Exam
Total
100
Class participation shall mean active participation i.e. asking and answering the
question, contribute with insights and feedback, and demonstrate willingness
and dedication to be part of an overall class discussion.
Policy
Class attendance shall mean physical presence in the classroom.
Group presentation shall mean presentation delivered by a group of students in
a team work spirit by analyzing the chapters assigned in an interactive academic
way.
Wee
k
Make-up Exams
As the Quiz measures the students' current preparation for the class, Make-Ups
are not permitted. If you miss the final with a valid excuse, you must make it up
the following term. If you do not have a valid excuse for missing an exam, it
will count as a zero. In order to be excused from the exam, the student must
contact the instructor before the exam. Excuses will not be granted for social
activities such as non-business trips, cruises, and trips to sporting events (unless
you are participating).
Date/Day
(tentative)
Withdrawal (pass/fail)
This course strictly follows grading policy of the School of Economics and
Management. Thus, a student is normally expected to achieve a mark of at least
65% to pass. In case of failure, he/she will be required to repeat the course the
following term or year.
Cheating/plagiarism
Cheating or other plagiarism during the Quizzes, Mid-term and Final
Examinations will lead to paper cancellation. In this case, the student will
automatically get zero (0), without any considerations.
Professional behavior guidelines
The students shall behave in the way to create favorable academic and
professional environment during the class hours. Unauthorized discussions and
unethical behavior are strictly prohibited and will be charged.
Tentative Schedule
Topics
Textbook/Assign
ments
19.09.2015
26.09.2015
3.10.2015
10.10.2015
17.10.2015
24.10.2015
31.10.2015
07.11.2015
Defining Marketing for the 21st century
Conducting Marketing Research and Forecasting Demand
Creating customer value, satisfaction and loyalty. Quiz 1
Analyzing consumer markets
Crafting the Brand Positioning
Dealing with competition. Quiz 2
Mid term/
Sell your product exercise
14.11.2015
21.11.2015
28.11.2015
Dealing with competition (continued)
Designing and Managing Services. Quiz 3
Developing pricing strategies and programs
Chapter 1
Chapter 4
Chapter 5
Chapter 6
Chapter 10
Chapter 11
Applying skills/
Chapter 12
Chapter 11
Chapter 13
Chapter 14
05.12.2015
12.12.2015
19.12.2015
26.12.2015
Managing Mass Communication
Introducing New Market Offering. Quiz 4
Customer Care
Customer Care
Final exam
Chapter 18
Chapter 20
Pages 1 -15
Pages 15-30