Identification
Prerequisites
Language
Compulsory/Elective
Required textbooks and
course materials
Subject
(code, title, credits)
Department
Program
(undergraduate,
graduate)
Term
MKT 310 Marketing Management - 3 credits
Instructor
E-mail:
Phone:
Classroom/hours
Sana Imran
Sana_ahd@yahoo.com
Office hours
Upon contact
Economics and Management
Under Graduate (BBA)
Spring, 2015
Bashir Safaroghlu 122, Room #, Friday, 12:10 -15:00
MGT 460 Marketing Management
English
Compulsory
Core textbook:
Marketing Management by PhilipKotler, 13thedition, 2012
Six Marketing Mistakes (practical advises) optional
Course website
Course outline
Course objectives
Learning outcomes
Course Activity/Project
Teaching methods
Evaluation
Marketing management is a course which was prepared to give a basic 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 course focuses on the major decisions that the marketing managers and top management face in
their efforts to harmonize the objectives, core competencies and resources of the organization with
the needs and opportunities in the marketplace. The course presents a customer-centric view of
marketing. This new view of marketing focuses on how firms can create tangible relationships with
their customers.
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
1.
2.
Re-launch of any failed product from the local market.
Comparison of Marketing Strategies of any two local companies.
Lecture
Group discussion
Experiential exercise
Case analysis
Simulation
Course paper
Others
Methods
Midterm Exam
Assignments
Class Participation
Quiz
X
X
X
X
Date/deadlines
X
Percentage (%)
25
5
5
5
10
Project Work
10
Group Presentation
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 which should be 85%.
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.
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. If you cannot reach the instructor, leave a
message with the department secretaries. Excuses will not be granted for social activities such as
non-business trips, cruises, and trips to sporting events (unless you are participating).
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.
Week
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.
1
Tentative Schedule
Topics
Date/Day
(tentative)
30-1-15
Discussion on course and requirements
Overview on Defining Marketing for the 21st century
2.
6-2-15
Quiz 1.
Textbook/Assignments
Chapter 1
Reading
AssignmentConducting
Marketing
Research
and
Forecasting
Demand
Chapter 2
Developing Marketing Strategies and Plans
3
13-2-15
Creating customer value, satisfaction and loyalty
4
20-2-15
Quiz 2. Analyzing Consumer Markets & Business Markets
Chapter 5
Chapter 6, 7
Case Study
6
27-2-15
Identifying Market Segments and Targets.
7
6-3-15
Quiz 3.
Chapter 8
Chapter 9, 10
Creating Brand Equity/Crafting the Brand Positioning
Report on Comparison of
marketing strategies of any
two local companies
8
9
10
13-3-15
20-3-15
27-3-15
NOVROZ HOLIDAY
Quiz 4. Setting Product Strategy
Chapter 12
11
3-4-15
Group Presentation
Designing and Managing Services
Chapter 13
10-4-15
Group Presentation
Quiz 5. Developing Pricing strategies and programs
Chapter 14
13
17-4-15
Group Presentation
Designing and Managing Integrated Marketing Channels
14
24-4-15
Group Presentation
Quiz 6. Managing Mass Communication
15
16
1-5-15
8-5-15
Group Presentation
Introducing New Market Offering
Review class
12
Mid term
Project Presentations
17
Final Exam
Case Study
Chapter 15
Chapter 18
Chapter 20