ABASYN UNIVERSITY PESHAWAR CAMPUS
DEPARTMENT OF MANAGEMENT SCIENCES
Marketing Management
Course Code MG 302
Fall 2014
Instructor:
Naveed Ahmad Shinwari ,
Lecturer Department of Management Sciences.
Email: nkshinwari@gmail.com
Course Description:
An understanding of the application of marketing theories, concepts, and practices as they
relate to the management of the marketing function in a complex organization. Emphasis
will be on the managerial aspects of marketing plans, including g analysis of the external
environment. A key element of the course will include the relationship of the "marketing
mix" to strategic planning.
Course Objectives: After completing this course, students of this course should be able
to:
1. Learn the fundamentals of implementing the marketing function in
organizations,
2. Evaluate the social, legal, political and ethical concerns in marketing,
3. Understand the function of marketing in a competitive, dynamic global
business,
3. Develop effective strategic and marketing analysis skills,
4. Enhance computer-based skills including on-line activities, written and oral
communication, and information analysis,
5. Make a value-added contribution to your class team,
6. Demonstrate an individual capability for meeting professional standards of
conduct, quality, and skill, and
7. Build the skill base needed to complete the MBA degree.
Student learning outcomes are assessed through a combination of class discussion,
marketing projects, and quizzes. Quiz questions are directly tied to learning
outcomes for each book chapter and associated lecture slides.
Teaching Methodology and Examination:
The course will mix lectures with assignments, In addition to the lectures and case
discussions, we will be using several articles from the business press to focus on topics of
current interest and presentation from students and discussions.
Class Policy
1. All students must reach the classroom in time.
2. Students failing to secure 75% attendance shall not be allowed to sit in the Final
Examination.
3. Students, who are absent on the announcement date of assignment/ test or any
other activity, must get the topic/ chapter of the test/ assignment/ or any other
activity confirmed through their peers.
4. Assignment submission deadline must be observed. In case of late submission, the
assignment will be marked 10% less out of total marks.
5. Mobile phones should be switched-off or maybe put on silent mode in the
classroom.
6. Course-books and relevant course-material is available in the Library for
reference and photocopying.
Main Text Book:
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RECOMMENDED TEXT/REFERENCE BOOKS:
1.Philip Kotler, Marketing Management, Analysis, Planning, Control, Prentice
Hall.
2. William J. Stanton & Charles Futrell, Fundamentals of Marketing, McGraw Hill.
3. Jagdesh
Sheth
and
Dennis
E. Garrett,
Marketing
Management:
A Comprehensive Reader, South Western Publishing.
4. E. Jerome McCarthy & William. D. Pareanth, Basic Marketing: Managerial
Approach, IRWIN.
Lecture notes, materials and Handouts
Major Examinations in the course:
Midterm:
week no. 8
Final Exam: According to the University schedule in
Assignment
A Major assignment covering all different topics in Human Resource Management will
be provided to the students. The weightage for the assignment is 10%. Late assignments
will be penalized. The assignments shall be hand written.
Provision of Assignment
Review of Draft Assignments
Submission of Final Assignment
Week 3
Week 12
Week 15
Term paper/Book Review :
Each student will be required to complete a review on different chapters from the book
recommended by course instructor.
 Students will be required to choose any published recent article (studied during
the course) and apply it to real world problem.
Marks Distribution:
Mid Term
25%
Quizzes
10%
Class tests
05%
Assignments
10%
Final Exam
50%
--------------------------------------------------------------Total
100%
COURSE CONTENTS ( WEEK WISE)
S.
#
Topics to be Covered
MARKETING: AN OVERVIEW Definitions The evolution of
marketing management. The marketing concept and social
responsibility. The importance and scope of marketing.
Week
Chapters
01 & 02
1
& 02
The basic functions
MARKETING INFORMATION
SYSTEMS. Concept and components
of marketing information systems.
Marketing intelligence system.
Marketing research system. Analytical
marketing system. Quiz Assignment
01 Marketing decision support system
03 &4
03 & 04
CONSUMER MARKETS AND CONSUMER BEHAVIOR
ANALYSIS Demographic dimensions of consumer market.
Behavioral dimensions of consumer market. The consumer's
decision process. The buyer's decision process. Quiz
The industrial market, the reseller market and the Government
market. Organizational markets and their buying objectives &
structures. Assignment 02 Market targeting and product
positioning
Mid Term
5
05 & 6
6
07
STP MARKETING An overview of marketing opportunities
and target markets Market segmentation concept patterns &
procedure Dimensions to segment consumer and industrial
markets Quiz Branding, packaging and labeling.
PRODUCT MARKETS STRATEGIES Basic concepts of
product planning. The product life cycle: Stages and marketing
strategies.
8
07
9
08
New product planning and development. Product-mix strategies.
Assignment 03
PRICING STRATEGIES AND POLICIES Procedure for
price setting. Methods of setting prices. Price-adaptation
strategies One-price and flexible-price polices. Price level
policies over the product life cycle.Initiating and responding to
price changes Quiz
MARKETING CHANNEL DECISIONS Channel - design
decisions. Channel - management decisions. Channel dynamics
Assignment 03
PROMOTIONAL STRATEGIES Effective advertising
programs.Sales promotion and public relations programs. The
strategic personal selling process. Strategic sales-force
management.
CONCLUDING SESSION AND EXAMS
FINAL TERM
Approved by: ___________________________________
Dated :
_____________________________________
10
08 & 09
11& 12
9& 10
12
10
13 & 14
11 & 12
15