Marketing management Lesson Plan

Dr. Gopal Thapa, Nepal Commerce Campus, email: thapazee@gmail.com
Marketing Management
Lesson Plan 2019 prepared by Dr. Gopal Thapa, Nepal Commerce Campus
3 Credits LH: 48 hours
Course Objectives
The objective of this course is to equip students with knowledge and skills to take decisions in
marketing management.
Course Description
This course deals on the management aspects of marketing. It includes a study of the marketing
system and organization, environment and segment analysis, information system, demand
analysis, buyer analysis and competitor analysis, strategic marketing planning, implementation
of marketing program and marketing control.
Course Details:
Units Topic LH Reources Pedagogy
Unit 1 1. Introduction
1.1 Definition of marketing
`and Core Concept of
Marketing
1.2 Company Orientation
towards the Market
Place
1.3 Customer Value,
Satisfaction and Creating
Long Term Loyalty
Relationship
1.4 Concept of Marketing
Management
1.5 Marketing Management
Process
6 Study:
• Kotler and Keller (Page
No. 3-28)
• Gopal Thapa (Page No.
2-29)
• For power point: Visit:
Shideshare.net/Dr. Gopal
Thapa
Lecture,
group
discussion,
Case:
Godawari
Marble
and
Himal
Cement
Unit 2 2. Marketing
Opportunity
Analysis
2.1 Macro Environmental
Trend and forces
6 Study:
No. 33,-107)
36-,61)
• For power point, visit:
www.shideshare.net/Dr.
Gopal Thapa
Lecture,
group
discussion,
presentation,
case analysis

2.2 Corporate and Division
Strategic Planning,
Business Unit Strategic
Planning
2.3 Assigning Resources to
SBUs: SBU Model, BCG
Model and GE Model
2.4 Nature and Contents of a
Marketing Plan
Unit 3 3.Marketing Information
System and Demand
Measurement
3.1 Marketing Information
System and its Components
3.2 Marketing Research:
Areas and Process
3.3 Market Demand and Its
Measurement
3.4 Method of Estimating
Current and Future Market
Demand
3.5 Practices of Marketing
Information System in Nepal
6 Study:
No. 165-319)
70-88)
• For power point
resources: Visit:
www.shideshare.net/Dr.
Gopal Thapa
Lecture,
group
discussion,
presentation,
article review,
assignment,
case analysis:
New Coke
Unit 4 4. Market Segmentation,
Targeting and Positioning
Strategies
4.1 Bases for Consumer
and Industrial Market
Segmentation
4.2 Process of Market
Segmentation
4.3 Evaluation and
Selection of Target
Market
4.4 Developing
Positioning Strategies
4.5 Market Segmentation
Practices in Nepal
6 Study:
No. 101-135)
94,-118)
• For online resources:
Visit: shideshare.net/Dr.
Gopal Thapa
Lecture,
group
discussion,
assignment,
presentation,
case analysis
Unit 5 5.Competitors Analysis
5.1 Concept of Competition
5.2 Key Competitor Analysis
5.3 Competitive Strategies for
market leader
4 Study:
No. 363-382)
79-81)
Lecture,
group
discussion,
assignment,
presentation,
case analysis

5.4 Competitors Analysis in
Nepal
Gopal Thapa
Unit 6 6 Implementation of
Marketing Program:
Product Strategies
6.1 Concepts and Types of
New Products
6.2 New Product
Development Process
6.3 Product Line and Product
Mix Strategies
6.4 Brand Positioning,
Branding Policies and
Strategies
6.5 Marketing Strategies in
the Various of Product
Life Cycle
6.6 Product and Branding
Practice in Nepal
8 Study:
No. 463-382)
140-182)
Gopal Thapa
Lecture,
group
discussion,
presentation,
article review,
case analysis,
marketing quiz
Unit 7 7. Implementation of
Marketing Program:
Pricing Strategies
7.1 Objectives and
Methods of Pricing
7.2 Developing Pricing
Strategies and
programs
7.3 Pricing Practices in
Nepal
4 Study:
No. 499-506)
190-203)
Gopal Thapa
Lecture,
group
discussion,
assignment,
presentation,
article review,
case analysis,
marketing quiz
8. Implementation of
Marketing Program:
Channel & Logistic
Strategies
8.1 Channel Selection
Decision
8.2 Channel Dynamics
8.3 Logistics
Management
Decisions
8.4 Distribution System in
Nepal
3 Study:
No. 648-678)
208-238)
For online resources:
Gopal Thapa
Lecture,
group
discussion,
assignment,
presentation,
article review,
case analysis

9. Implementation of
Marketing Program:
Integrated
Marketing
Communication
Strategies
9.1 Designing and
Managing Integrated
Marketing
Communication
9.2 Steps in Developing
Effective
Communication
9.3 Promotion Practices
in Nepal
3 Study:
No. 536-559)
• Gopal Thapa (Page
No.246-273)
Gopal Thapa
Lecture,
group
discussion,
assignment,
presentation,
case analysis,
marketing quiz
10. Evaluation and Control
of Marketing
10.1 Concept of Marketing
Control
10.2 Types of marketing
Control
10.3 Marketing Control in
Nepal
2 Study:
No. 737-746)
• K D Koirala (Page No.
148-160)
280-294)
Gopal Thapa
Lecture,
group
discussion,
assignment,
presentation,
article review,
case analysis,
Marketing
quiz
Basic Books:
Kotler, P & Keller, K.L (2016) Marketing Management, New Delhi, Person Education
Limited.
Reference Books:
Aaker D.(2013). Strategic Market Management, Singapore John, Wiley & Sons,
Stanton, E. and Walker, B.J.,(2010). Fundamentals of Marketing, MC Graw Hill International
Editions.
Thapa G. (2019) Marketing Management, Kathmandu: Ashmita Publication
Project Work:
Visit any organization of your interest and submit the project report entitled: “Marketing
Practices in ……………….”
For project report format, visit: www.slideshare.net/gopalthapa
Last date of project report submission: 2076/2/15

Marketing management Lesson Plan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Marketing management Lesson Plan

Similar to Marketing management Lesson Plan (20)

More from Tribhuvan University

More from Tribhuvan University (20)

Recently uploaded

Recently uploaded (20)

Marketing management Lesson Plan