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COURSE OUTLINE (REVISED)
MARKETING MANAGEMENT
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RATIONALE
Marketing affects every functional area of business. This 20-session course examines the dynamics
of marketing with the perspective of a customer orientation that is the essential driving force behind
any successful business. It uses a combination of learning techniques to bring to life the dynamic
field of marketing through lectures, readings, assignments and classroom discussion. This course
explores the following objectives:
COURSE OBJECTIVES
• To develop an understanding of the concepts, tools, and skills necessary in developing an
effective marketing strategy and implementation plan with a particular emphasis on
customer satisfaction.
• To develop an in-depth understanding of the field of marketing and to integrate theoretical
concepts with practical marketing problems.
• To improve the ability to analyze marketing problems and provide implementable solutions.
• To provide experience in critical marketing decision-making.
• To demonstrate the integration of marketing concepts and techniques with other functional
areas of business.
Required Text
Marketing Management by Philip Kotler, Eleventh Edition.
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TEACHING METHODOLOGY
Each session will comprise of 100 minutes. Although, primarily a lecture method of teaching will be
used, students will be encouraged to discuss the assigned readings. Student understanding will also
be tested through written assignments and quizzes. For written assignments the class will be divided
into groups of 4-5 students.
GRADING
Assignments 15%
Quizzes 15
Class Participation 10
Mid-term Exam 25
Final Exam 35
100%
COURSE DETAILS
Session # Details
1. Topic: Overview of the Marketing Function
Assignment: None
2. Topic: Introduction to Marketing
Reading: Chapter I, ‘Defining Marketing for the Twenty-First Century’
Assignment: Be prepared to discuss the assigned reading.
3. Topic: Customer Orientation
Reading: Chapter 3, ‘Building Customer Satisfaction, Value, and Retention’
Assignment: Be prepared to discuss the assigned reading.
4. Topic: Marketing Research
Reading: Chapter 5, ‘Gathering Information and Measuring Market Demand’
Assignment: Be prepared to discuss the assigned reading.
5. Topic: Consumer Markets and Buyer Behavior
Reading: Chapter 7, ‘Analyzing Consumer Markets and Buyer Behavior’
Assignment: Be prepared to discuss the assigned reading.
6. Topic: Consumer Markets and Buyer Behavior
Reading: Review Chapter 7, ‘Analyzing Consumer Markets and Buyer Behavior’
Assignment: Be prepared to discuss the assigned reading.
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7. Topic: Industrial Markets and Buyer Behavior
Reading: Chapter 8, ‘Analyzing Business Markets and Business Buying Behavior’
Assignment:: Be prepared to discuss the assigned reading.
8. Topic: Market Segmentation and Target Markets
Reading: Chapter 10, ‘Identifying Market Segments and Selecting Target Markets’
Assignment: Be prepared to discuss the assigned readings.
9. Topic: Market Segmentation and Target Markets
Reading: Review Chapter 10, ‘Identifying Market Segments and Selecting Target Markets’
Assignment: Be prepared to discuss the assigned readings.
10. Topic: Positioning Strategy and the Product Life Cycle
Reading: Chapter 11, ‘Positioning and Differentiating the Market Offering Through the
Product Life Cycle’
Assignment: Be prepared to discuss the assigned reading.
11. Topic: Positioning Strategy and the Product Life Cycle
Reading: Review Chapter 11, ‘Positioning and Differentiating the Market Offering
Through the Product Life Cycle’
Assignment: Be prepared to discuss the assigned reading.
12. Mid-term Exam
13. Topic: Developing New Market Offerings
Reading: Chapter 12, ‘Developing New Market Offerings’
Assignment: Be prepared to discuss the assigned reading.
14. Topic: Designing and Managing Services
Reading: Chapter 15, ‘Designing and Managing Services’
Assignment: Be prepared to discuss the assigned reading.
15. Topic: Pricing
Reading: Chapter 16, ‘Developing Price Strategies and Programs’
Assignment: Be prepared to discuss the assigned reading.
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16. Topic: Retailing, Wholesaling and Market Logistics
Reading: Chapter 18, ‘Managing Retailing, Wholesaling and Market Logistics’
Assignment: Be prepared to discuss the assigned reading.
17. Topic: Integrated Marketing Communications
Reading: Chapter 19, ‘Managing Integrated Marketing Communications’
Assignment: Be prepared to discuss the assigned reading.
18. Topic: The Promotional Tools
Reading: Chapter 20, ‘Managing Advertising, Sales Promotion, Public Relations, and
Direct Marketing’
Assignment: Be prepared to discuss the assigned reading.
19. Topic: A Holistic View of Marketing
Reading: Chapter 22, ‘Managing the Total Marketing Effort’
Assignment: Be prepared to discuss the assigned reading.
20. Wrap-up Session
Assignment: Let us discuss the key take-aways!
Note: The instructor will provide details with regard to written group assignments in the class.
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