Marketing Management

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Marketing Management

  1. 1. INSTITUTE OF MANAGEMENT SCIENCES BAHAUDDIN ZAKARIYA UNIVERSITY, MULTAN *************************************************** Course Plan Marketing Management MBA I (1st) Semester Session 1 Introduction to Marketing • Definitions • Marketing Concept, Selling Concept, Production concept • Marketing Exchange Process (Source-Ch 1 PK) Session 2 • Relationship Marketing • Societal Marketing • Supply Chain Management (Source-Ch 1 PK) Session 3 Strategic Marketing • Corporate Level Strategies • Defining the Corporate Mission, Vision, Goals & Objectives • BCG Approach (Source-Ch 2 PK) Session 4 • New Business Strategies • Intensive Growth • Integrative Growth • Diversification Growth (Source-Ch 2 PK) Session 5 Strategies for Business Units • Business Mission, Vision, Goals & Objectives formulation (Source-Ch 2 PK) Session 6 • SWOT Analysis • Strategy Formulation, Program formulation, feed back & control (Source-Ch 2 PK) Session 7 Market Planning Process • Value Delivery Sequence • Contents of Marketing Plan (Source-Ch 2 PK) Session 8 • Environmental scanning (Source-Ch 3 PK) Session 9 Marketing Research and Marketing Information System
  2. 2. • Types of Research • Types of Data • Sources of Data (Source-Ch 4 PK) Session 10 • Methods of Conducting Research. Sampling Process (Source-Ch 4 PK) Session 11 • Marketing Information System • Marketing Intelligence system (Source-Ch 4 PK) Session 12 • Analysis of Marketing Plan-Case Discussion (Rise and Fall of EMI Scanners) (Marketing Plans-by Malcolm McDonald 1995) Session 13 Target Market Strategies • Defining Market Segmentation, Micro Marketing, Mass Marketing (Source-Ch 8 PK) Session 14 • Bases for Market Segmentation, Demographic, Psychographic Segmentation • Behavioral Segmentation (Source-Ch 8 PK) Session 15 Consumer Behavior • Factors Influencing Buyer’s Decision Making Process (Source-Ch 6 PK) Session 16 • Buying Decision Process • Buying Roles • Stages of Buying Process (Source-Ch 6 PK) Session 17 • Organization Buying Behavior (Source-Ch 7 PK) Session 18 Dealing with the Competition Defining Competition, Forms of Competition, Concept of Competitive Advantage (Source-Ch 11 PK) Session 19
  3. 3. Identifying Competitors Analyzing Competitors (Source-Ch 11 PK) Session 20 • Designing Competitive Strategies (Source-Ch 11 PK) Session 21 Setting Product Strategy • Defining Product Characteristics and Classifications • Product Mixes (Source-Ch 12 PK) Session 22 • Product and Brand Relationships • Packaging, labeling (Source-Ch 12 PK) Session 23 • Brand Equity (Ch-9) • Brand Positioning (Ch-10) Article: Determinants of Brand equity (emaraldinsight.com) Final Term Session 24 • Brand Positioning (continued) (Ch-10) • Case Study- Positioning Strategies of ICI-Dulux (Pakistan) Session 25 • Product Life Cycle (Source-Ch 10 PK) Session 26 Article Presentation & Discussion-- New product launch "mix" in growth and mature product markets Hart, Susan; Tzokas, Nikolaos Benchmarking: An International Journal; Volume 7 No. 5; 2000 Session 27 Developing Pricing Strategies and Programs • Understanding Pricing • Setting the price (Source-Ch 14 PK) Session 28
  4. 4. • Setting the Price • Adapting the Price (Source-Ch 14 PK) Session 29 Designing and Managing Value Networks and Channels • Role and Importance of Marketing Channels • Value Networks (Source-Ch 15 PK) Session 30 • Channel Design and Channel Management Decisions (Source-Ch 15 PK) Session 31 • Channel Integration and Systems • Channel Conflicts, Cooperation and Competition (Source-Ch 15 PK) Session 32 • Retailing • Types of Retailers • Trends in Retailing • Private Labels (Source-Ch 16 PK) Session 33 • Wholesaling • Market Logistics- Objectives and Decisions (Source-Ch 16 PK) Session 34 • Supply Chain Management Source-(Purchasing and Supply Chain Management, Emaraldinsight.com) Session 35 Article: Supply chain management: the re-integration of marketing issues in logistics theory and practise by Svensson, Goran European Business Review; Volume 14 No. 6; 2002 Session 36 Managing Mass Communications • Advertising: Definition, Frequency, Reach and Impact, Media Selection (Source-Ch 18 PK) Session 37 • Advertising (Continued) (Source-Ch 18 PK) Session 38
  5. 5. • Publicity and Public Relations • Sales promotion: Objectives, Sales promotion Techniques • Advertising versus sales promotion (Source-Ch 18 PK) Session 39 • Managing Personal Communications • Direct Marketing (Source-Ch 19 PK) Session 40 Article Presentation and Discussion—Advertising vs Sales Promotion: A Brand Management Perspective By George Law, Jakki J. Mohr. Journal of Product and Brand Management Vol. 9, No. 6 2000 Session 41 Service Marketing • Nature of Services, Difference between products and Services • Service Mix (Source-Ch 13 PK) Session 42 • Marketing of Service Organizations (Source-Ch 13 PK) Session 43 Introducing New Market Offerings • Challenges in New Product development • Managing the Development Process • The Consumer Adoption Process (Source-Ch 20 PK) Session 44 Article-- The Internet: new international marketing issues Eid, Riyad; Trueman, Myfanwy Management Research News; Volume 25 No. 12; 2002 Session 45 • Entering Global Markets (Source-Ch 21 PK) Reference Material
  6. 6. • www.google.com • www.emaraldinsight.com • Research Articles Books • Marketing Management, 12th Edition by Philip Kotler Published in 2006 by Prentice_hall of India • Fundamentals of Marketing, 8th Edition by William J. Stanton • Basic Marketing, 14th Edition by McCarthy E. Jerome • Levy and Weitz, “Retailing Management” Fourth Edition, Published in 2001 by McGraw-Hill Irwin Companies Inc. • International Marketing, 11th Edition by Philip Cateora, John graham Published in 2002 by McGraw Hill Inc. • A.J.van Weele “Purchasing and Supply Chain Management”, Published by Thomson Learning TM in year 2000. Course Instructor: Prof. Dr. M. Zafarullah Assisted by:Mr. M. Haroon Hafeez

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