Approved by Academic Council April 9 2014

Course Code and Title: Course credits:

MKT5202 Advanced Marketing
Management
Semester: Time and Place of the Lecture:
Spring 2016 14:30-15:45 & 16:00-17:15 Saturdays
Place: Valikhanov 225

Instructor: Aibat Akhmetalimov Office phone: tbc

Office: Dostyq 309 Office hours: tbc
Email: Aibat.akhmetalimov@pmi.com Teaching assistants learning support hours:
n/a

Course Prerequisites: Foundation of Marketing MKT5001

This Course is a Prerequisite for: MKT5203, MKT5206, MGT5225, MKT5204, MKT5210,
MKT5213, MKT5214, MKT5221, MKT5230, MKT5260

1. Relationship of course and program

This is a core course of Masters program at KIMEP. Upon the completion of MKT5202 students may
choose to specialize in marketing and benefit from a variety of course offerings in KIMEPs portfolio
covering a diverse range of marketing topics including, but not limited to, marketing strategy, research,
brand management, marketing communication and others.

2. Course description
This course offers students the opportunity to broaden their understanding of marketing management
with emphasis on strategy development and implementation. Students will learn about designing
strategies that match corporate objectives, resources, and operating environment. Competitive market
analysis, segmentation-targeting-positioning, creating relevant differentiation, and marketing plan
process are among the topics to be covered.

3. Learning objectives
The primary objective is to familiarize students with contemporary concepts used to: (i) identify key
marketing opportunities or impediments to achieving business objectives, (ii) develop and execute
marketing strategies, and (iii) measure/assess the performance of strategies.

4. Intended learning outcomes

It is intended that the course should help the students:
To better understand the value of marketing concepts and theory in addressing business needs
To gain awareness of contemporary marketing plan process
To develop appreciation of a disciplined approach to formulating customer insights and
thoroughly analyzing marketing opportunities / impediments to achieving business objectives
To see the dooming folly of complacency, arrogance, lack of self-criticism, over-estimating
own capabilities, under-estimating competition, lack of agility or generally not being up-to-date
Approved by Academic Council April 9 2014

To start understanding the paramount importance of marketing execution, including realistic

resource planning (money, time, people, skills), regular performance assessment of marketing
initiatives and constantly learning from own and others mistakes
To get some sense of the strategic role of marketing within large(r) cross-functional
organizations

5. Indicative Assessment scheme (in relation to ILOs)

Component Weight
Midterm Exam 1 20%
Case presentation 1 4%
Quizzes 1, 2, 3 6%
First assessment subtotal 30%

Midterm Exam 2 20%

Case presentation 2 4%
Quizzes 4, 5, 6 6%
Second assessment subtotal 30%

Final Exam 28%

Final Case presentation 8%
Quizz 7, 8 4%
Final assessment subtotal 40%

6. Grading scale
Letter grade Numerical scale or
percentile
A+ 90-100
A 85-89
A- 80-84
B+ 77-79
B 73-76
B- 70-72
C+ 67-69
C 63-66
C- 60-62
D+ 57-59
D 53-56
D- 50-52
F Below 50

7. Teaching and learning philosophy and methodology

The format of this course includes lectures, in-class discussions, homework preparation, case examples
and presentations. I encourage you to think and understand the material, rather than memorize it. I will
also share my practical learnings in the world of multinational business. There is a possibility of guest
speakers.

8. Indicative course learning activities

Objectives Activities
Familiarize with concepts Course reading, lecture,
quizzes, exams
Marketing plan Reading, lecture, instructor,
Approved by Academic Council April 9 2014

guest speakers (tbc), cases

Customer insights, key issues/opportunities
Competitiveness
Importance of quality execution and
performance assessment
Marketing function role within organization;
building career in corporate environment
Quizzes, reading, instructor
Lectures, reading, cases,
quizzes
Instructor, guest speakers
(tbc), quizzes, reading
Instructor, guest speakers
(tbc)

9. Indicative class schedule

Week/Date Topic
1/ Jan16 Chapter 1: Customer Focus, Customer Performance and Profit Impact
2/ Jan23 Chapter 2: Marketing Metrics and Marketing Profitability
Quiz 1.
3/ Jan30 Chapter 3: Market Potential, Market Demand, and Market Share
Chapter 4: The Customer Experience and Value Creation
Quiz 2
Case presentation 1
4/ Feb6 Chapter 5: Market Segmentation and Segmentation Strategies
Chapter 6: Competitive Position and Sources of Advantage
Quiz 3
5/ Feb13 Exam 1
Chapter 7: Product Positioning, Branding, and Product Line Strategies
6/ Feb20 Chapter 8: Value-Based Pricing and Pricing Strategies
Quiz 4
7/ Feb27 Chapter 9: Marketing Channels and Channel Mapping
8/ Mar5 Chapter 10: Marketing Communications, Social Media, and Customer Response
Quiz 5
Case presentation 2
9/ Mar12 Break. No class
10/ Mar19 Chapter 11: Portfolio Analysis and Strategic Market Planning
Chapter 12: Strategic Offensive Strategies
Quiz 6
11/ Mar26 Exam 2
12/ Apr2 Chapter 13: Strategic Defensive Strategies
13/ Apr9 Chapter 14: Building a Marketing Plan
Quiz 7
14/ Apr16 Chapter 15: Marketing Metrics, Performance, and Strategy Implementation
Quiz 8
15/ Apr23 Final case presentation
Approved by Academic Council April 9 2014

16/ Apr30 Chapter 16: Market-Based Management and Financial Performance

10. Quizzes:
1 Chrs 1-2
2 Chrs 3-4
3 Chrs 5-6
4 Chrs 7-8
5 Chrs 9-10
6 Chrs 11-12
7 Chrs 13-14
8 Chr 15
Quizzes are open-book. The connectivity functions of your mobile telephones, tablets or PCs will have
to be disabled. Breach of this rule will result in disqualification.

11. Case presentations:

For the purposes of Case presentations, you will be divided into several working groups by the
instructor. Instructor will also provide you with a brief regarding each upcoming Case presentation. You
will not receive credit for Case presentations if you have not attended them in person.

12. Midterm and final exams

Exams are open-book. The connectivity functions of your mobile telephones, tablets or PCs will have
to be disabled. Breach of this rule will result in disqualification.

13. Indicative Instructional resources

Roger J. Best Market-based Management. Strategies for Growing Customer Value and Profitability
(Forth Edition)

14. Instructor
Mr. Aibat Akhmetalimov, Managing Director Kazakhstan and Central Asia at Philip Morris
International.
He holds an MBA from Emory University in Atlanta, as well as an engineering degree in electricity and
power generation from his native Kazakhstan. Mr. Akhmetalimov has joined Philip Morris
International in its headquarters in Switzerland in 1997, following the completion of his studies in the
United States. Prior to his current assignment as Managing Director Kazakhstan and Central Asia, he
held various leadership positions in strategic planning, business development, marketing, sales and
general management, spanning EEMA (Eastern Europe, Middle East and Africa), the EU, and Latin
America and Canada Regions. In addition, he serves as the Governing Board member of the
Kazakhstan Foreign Investors Council Association (www.fic.kz), and is the head of Investment
working group at the American Chamber of Commerce in Kazakhstan (www.amcham.kz).