Marketing management -- course outline 2003-2004 -- revised

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Marketing management -- course outline 2003-2004 -- revised

  1. 1. _____________________________________________________________________________ _ COURSE OUTLINE (REVISED) MARKETING MANAGEMENT _____________________________________________________________________________________________ _____________________________________________________________________________________________ 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. __________________________________________________________________________ _ 1
  2. 2. _____________________________________________________________________________ _ 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. __________________________________________________________________________ _ 2
  3. 3. _____________________________________________________________________________ _ 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. __________________________________________________________________________ _ 3
  4. 4. _____________________________________________________________________________ _ 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. __________________________________________________________________________ _ 4

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