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Course Title: Marketing Management

Course Code: MKT-503


Credit Hours: 3 + 0
Course Instructor:

Prerequisites: Marketing Management is a core subject and assumes that the student must have
basic understanding of business principles.

Textbook

 Principles of Marketing,A South Asian Perspectiveby Philip Kotler, Gary


Armstrong, Ehsan UlHaq.Latest edition, New Delhi: Pearson Education
 Marketing Management: A South Asian Perspective by Philip Kotler, Kevin Lane
Keller, Abraham Koshy, and MithileshwarJha, 14/e; New Delhi: Pearson Education

Course Description: Marketing, today, is a companywide undertaking driving the company’s


vision, mission and strategic planning. This course is intended to introduce to the students the
fundamental principles of marketing, dynamism of the marketing environment and prepare them
to make decisions in a customer and market driven environment. In today’s fast-paced world,
marketing has become more complex. Changes intechnology and consumer and business needs,
as well as, increased globalization pose new challenges for marketers. These events have made
marketers more aware of the necessity for careful but speedy analysis and decision-making. The
implication is that marketing as a field of study has become more important. Marketing
management is the art of optimal manipulation of the marketing mix to achieve business goals.
It encompasses activities such as demand creation and stimulation, positioning, product
differentiation, product and brand management among others. All these activities involve
planning, analysis, and decision-making. To meet these goals, this course will require the
integration of theory and practice. Students will have to make strategic marketing decisions
based on analytical techniques they will learn in this course. They will have to devise a plan that
is based on a sound conceptual framework, to implement the decision. It is hoped that through
this exercisestudents will learn the value of marketing in business.

Reference Material

 Additional slides/handouts/information will also be shared in-class, as


appropriate.
 Cases and Reading materials will be shared with the class.
 
Course Objectives:The course objectives are

 To provide basic understanding of the concepts, planning and implementation of


marketing.
 To familiarize with the marketing decision process as to formulate and implement
effective and efficient marketing strategy.
 To develop an in-depth understanding of the field of marketing management and to
integrate theoretical concepts with practical marketing-related issues
 To develop expected attitude and skills required of a successful marketer by way
of understanding marketing efforts better in the context of developed economy as
well as that of Pakistan.

Course Outcomes:After successful completion of this course, students will be able to


Understand the basic principles and tools of marketing.

Know the concepts and theories and strategies of marketing.

Recognize the nature and process of marketing concepts and management
decisions irrespective of career plan.
 Identify the role of marketing led decisions and appreciate the marketing function
in order to achieve organizational success.
ASSESSMENT INSTRUMENT WITH WEIGHTS

S.N Items Mark


O s
1. MidTerm Exam 30
2. End Term Exam 50
3. Internal Evaluation Breakdown
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
LabWork/Practical Project
AnyOther
Total 20 20
Grand Total 100

Week # Lecture # TOPICS TO BE COVERED


1. Marketing: Creating and Capturing Customer Value
1.
2. (Chapter 1- PRINCIPLE OF MARKETING)
3. Company and Marketing Strategy: Partnering to Build Customer Relationships
2. 4. (Chapter 2- PRINCIPLE OF MARKETING)

5. Analyzing the Marketing Environment


3.
6. (Chapter 3- PRINCIPLE OF MARKETING)
7. Consumer Markets and Consumer Buyer Behavior
4.
8. (Chapter 5- PRINCIPLE OF MARKETING)
9. Business Markets and Business Buyer Behavior
5.
10. (Chapter 6- PRINCIPLE OF MARKETING)
Marketing 6. 11. Customer-Driven Marketing Strategy: Creating Value for Target Customers
12 (Chapter 7- PRINCIPLE OF MARKETING)
13. Products, Services, and Brands: Building Customer Value
7.
14. (Chapter 8- PRINCIPLE OF MARKETING)
MID TERM EXAMS
MID TERM BREAK
15.
Pricing Strategies
8. 16. (Chapter 11- PRINCIPLE OF MARKETING)
17. Marketing Channels: Delivering Customer Value
9.
18. (Chapter 12- PRINCIPLE OF MARKETING)
19. Communicating Customer Value: Integrated Marketing Communications
10. 20. Strategy
(Chapter 14- PRINCIPLE OF MARKETING)
21. Sustainable Marketing: Social Responsibility and Ethics
11. 22. (Chapter 20- PRINCIPLE OF MARKETING)

23. Tapping into Global Markets


12. 24. ( Chapter 20- MARKETING MANAGEMENT)

25. Managing a Holistic Marketing Organization for the Long Run


13. 26. ( Chapter 21- MARKETING MANAGEMENT)

27. Final Project and Class Presentations


14.
28.
END TERM EXAMS

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