MARKETING MANAGEMENT

COURSE CODE:CREDIT HOURS:

COURSE OBJECTIVES: This course contains the in-depth knowledge of the field of Marketing Management, it provides a broader outlook about the subject, topics are presented in comprehensive but understandable manner, and at the end of this subject, students will be having more theoretical as well as practical touch towards the subject.

RECOMMENDED BOOKS:

Marketing Management, 12th Edition. By Philip Kotler & Kevin Lane Keller.

Marketing, 14th Edition.By Etzel, Walker, & Stanton.

COURSE CONTENTS:

PART FIRST : UNDERSTANDING MARKETING MANAGEMENT

CHAPTER # 1 DEFINING MARKETING FOR 2IST CENTURY

1. Definition & Introduction to Marketing 2. The scope of Marketing3. Exchange and transactions4. What is marketed?5. Who Markets?6. Marketing Management Insight

New customers Capabilities, How Business & Marketing are changing?7. Marketing Memo. The Ten Rules of Radical marketing.8. Companies orientations towards the marketplace. 9. The Production Concept10. The Product Concept11. The Selling Concept12. The Marketing Concept13. The Holistic Marketing Concept14. Marketing Insight. The Internet Advantage15. Fundamental Marketing Concepts, Trends, and Tasks16. Core Concepts17. Shifts in Marketing Management

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18. Marketing Management Tasks

CHAPTER # 2DEVELOPING MARKETING STRATEGIES AND PLANS

1. Marketing & Customer Value2. The Value Delivery Process3. The Value Chain4. Core Competencies5. Holistic Marketing Orientation and Customer Value6. The Central Role of Strategic Planning7. Marketing Insight: Views on marketing from CEO’s 8. Marketing Insight: Keys to long term Market Leadership9. Corporate and division Strategic Planning10. Defining the Corporate Mission11. Defining the Business12. Assessing the growth opportunities13. Organization & Organizational Culture14. Business unit Strategic Planning15. The business mission16. SWOT Analysis17. Goal Formulation18. Marketing Memo: Checklists for Performing Strengths, Weaknesses Analysis.19. Strategic Formulation 20. Program Formulation & Implementation 21. Marketing Insight: Marketing’s Contribution to Shareholder value 22. Feed Back and Control23. Product Planning. The Nature & contents of Marketing Plan.24. Contents of the Marketing Plan.25. Marketing Memo: Marketing Plan Criteria.

PART 2 ND : CAPTURING MARKETING INSIGHTS CHAPTER # 3

GATHERING INFORMATION & SCANNING THE ENVIRONMENT

1. Components of a Modern Marketing Information System2. Internal Records & Marketing Intelligence 3. The order to payment cycle4. Sales Information Systems5. Databases, Data Warehouses, and data mining 6. The Marketing Intelligence System7. Marketing Insight : Putting data to work with business integration Software8. Analyzing the Macro environment 9. Marketing Memo: Clicking on the competition

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10. Needs and trends11. Marketing Insight: Ten Mega trends Shaping the consumer Landscape12. Identifying the Major Forces13. The Demographic Environment14. Worldwide Population Growth15. Population Age Mix16. Ethnic & Other Markets17. Educational Groups18. House Hold Patterns 19. Geographical Shifts in Population20. Other Major Macro environments21. Economic Environment22. Social Cultural Environment23. Natural Environment 24. Marketing Insight: GREEN MARKETING25. Technological Environment 26. Political Legal Environment

PART 3RD: CONNECTING WITH CUSTOMERS.CHAPTER # 4

CREATING CUSTOMER VALUE

1. Creating Customer Value, Satisfaction, and Loyalty2. Customer Perceived Value3. Total Customer Satisfaction4. Measuring Satisfaction5. Product & Service Quality.6. Total Quality Management7. Maximizing Customer Lifetime Value8. Customer Profitability9. Measuring Customer lifetime Value 10. Customer Equity11. Cultivating Customer Relationships12. Customer Relationship Management13. Marketing Insight: Progress and Priorities in Customer Equity Management.14. Attracting, Retaining and growing customer 15. Marketing Memo: How to Handle Customer Complaints16. Building Loyalty17. Reducing Customer Defection18. Forming Strong Customer Bonds19. Marketing Memo: Asking Questions when customers leave20. Forming Strong Customers Bonds21. Customer Databases22. Data Warehouses and Data Mining23. The Downside of data base marketing and CRM24. Marketing Insight: Succeeding at CRM.

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CHAPTER # 5ANALYZING CUSTOMER MARKETS

1. What Influences Consumer Behavior2. Cultural Forces3. Marketing Insight: Consumer Trends for the future4. Social Factors5. Marketing Insight: Marketing & Cultural Market Segments6. Personal Factors7. Marketing Memo: The Average American Consumer Quiz8. Key Psychological Processes 9. Motivation: Frued, Maslow, Hezberg10. Perception11. Learning12. Memory13. The Buying Decision Process, The 5 Stage Model14. Problem Recognition15. Information Search16. Evaluation of Alternatives17. Marketing Memo: Applying Customer Value Analysis18. Purchase Decision 19. Post Purchase Behavior20. Other Theories of Consumer Decision Making 21. Level of Consumer Involvement 22. Decision Heuristics and Biases23. Marketing Memo: Decision Traps24. Mental Accounting. 25. Profiling the Customer Buying Decision Process.

PART 4TH: BUILDING STRONG BRANDSCHAPTER # 6

CRAFTING THE BRAND POSITIONING 1. Developing and communicating a positioning Strategy2. Competitive frame of reference3. Marketing Insight: Value Disciplines Positioning4. Points if Parity and Points of Differences 5. Establishing Category Membership6. Choosing POPs and PODs 7. Creating POPs and PODs 8. Marketing Memo: Writing a Positioning Statement 9. Differentiation Strategies10. Marketing Memo: How to Derive fresh Consumer Insights to differentiate

products and services11. Product Differentiations12. Personnel Differentiations

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13. Channel Differentiations14. Image Differentiations15. Product Life Cycle Marketing Strategies16. Marketing Memo: Exceeding Customer Expectations17. Product life Cycles 18. Style, Fashion, and Fad Life Cycles19. Marketing Strategies, Introduction Stage and the pioneer20. Advantages21. Marketing Strategies : Growth Stage22. Marketing Strategies : Decline Stage23. The Product life cycle concept: Critique24. Market Evolution25. Marketing Insight: Dynamics of Attribute Competition.

PART 5 TH : CREATING SUCCESSFUL LONGTERM GROWTH CHAPTER # 7

INTRODUCING NEW MARKET OFFERINGS

1. Challenges in new Product Development2. Marketing Insight: Iridium disconnects with global customers3. Organizational Arrangements 4. Marketing Memo : Lessons for new Products Success5. Budgeting for new product development6. Organizing new product development 7. Managing the development process : Ideas8. Idea Generations9. Marketing Memo: Ten ways to great new product ideas10. Idea Screening11. Marketing Insight: Developing Successful high tech products.12. Managing the development process : Concept to strategy13. Concept Development and testing 14. Marketing Strategy15. Business Analysis16. Managing the development process : Development to Commercialization17. Product Development 18. Market Testing19. Commercialization20. The Consumer Adoption Process21. Stages in Adoption Process22. Factors influencing the adoption Process.

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CHAPTER # 8TAPPING INTO GLOBAL MARKETS

1. Competing on Global Basis2. Deciding to go Abroad3. Deciding which markets to enter4. How many Markets to Enter5. Developed .VS. Developing Markets6. Regional Free Trade Zones7. Evaluating Potential Markets8. Deciding how to enter the Market 9. Indirect and direct Exports10. Using a global Web Strategy.11. Licensing12. Joint Ventures13. Direct Investments14. Deciding on the Market Program15. Product16. Marketing Insight : Global Standardization or adaptation17. Marketing Memo : The ten Commandments of global Branding 18. Marketing Insight : Establishing Global Service Brands19. Communications20. Price21. Distribution Channels 22. Country of Origin effects 23. Building Country Images24. Consumers Perceptions of country of origin 25. Marketing Insight : The ups and downs of Brand America 26. Deciding on the Marketing Organization 27. Export Department28. International Division29. Global Organization.

Division of MarksMid-Semester: 30Final-Semester: 50Research assignments and its presentations: 10Quizzes: 06Attendance: 04

.

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SEMESTER PLAN

SUBJECT: Marketing Management PROGRAM: MBA TEXT BOOK: Marketing Management Author: Philip Kotler & Kevin Lane Keller

LECTURE TOPIC TO BE DISCUSSEDSUPPLEMENTED BY

1

CHAPTER # 1 DEFINING MARKETING FOR 2IST CENTURY

1.Definition & Introduction to Marketing 2. The scope of Marketing3. Exchange and transactions4. What is marketed?5. Who Markets?6. Marketing Management Insight

New customers Capabilities, How Business & Marketing are changing?

7. Marketing Memo. The Ten Rules of Radical marketing.

8. Companies orientations towards the marketplace.

9. The Production Concept10. The Product Concept11. The Selling Concept12. The Marketing Concept

Group Discussion CaseStudy

2

13.The Holistic Marketing Concept14 Marketing Insight. The Internet Advantage15 .Fundamental Marketing Concepts, Trends, and Tasks16.Core Concepts17 Shifts in Marketing Management18.Marketing Management Tasks

Group Discussion Quiz Case Study Assignment

CHAPTER # 2DEVELOPING MARKETING STRATEGIES AND PLANS Quiz

7

3 1. Marketing & Customer Value2 The Value Delivery Process3. The Value Chain4. Core Competencies5. Holistic Marketing Orientation

and Customer Value6. The Central Role of Strategic

Planning7. Marketing Insight: Views on

marketing from CEO’s 8. Marketing Insight: Keys to long

term Market Leadership9. Corporate and division Strategic

Planning10. Defining the Corporate Mission11. Defining the Business12. Assessing the growth

opportunities13. Organization & Organizational

Culture

Group discussion Case Study Presentations

4

5.

26. Organization & Organizational Culture

27. Business unit Strategic Planning28. The business mission29. SWOT Analysis30. Goal Formulation31. Marketing Memo: Checklists for

Performing Strengths, Weaknesses Analysis.

32. Strategic Formulation 33. Program Formulation &

Implementation 34. Marketing Insight: Marketing’s

Contribution to Shareholder value

35. Feed Back and Control36. Product Planning. The Nature &

contents of Marketing Plan.37. Contents of the Marketing Plan.38. Marketing Memo: Marketing

Plan Criteria.CHAPTER # 3GATHERING INFORMATION & SCANNING THE ENVIRONMENT

Quiz Assignment Case Study Presentations

Quiz Assignment Case Study

8

1.Components of a Modern Marketing Information System2. Internal Records & Marketing

Intelligence 3. The order to payment cycle4. Sales Information Systems5. Databases, Data Warehouses,

and data mining 6. The Marketing Intelligence

System7. Marketing Insight : Putting data

to work with business integration Software

8. Analyzing the Macro environment

9. Marketing Memo: Clicking on the competition

6

10. Needs and trends11. Marketing Insight: Ten Mega

trends Shaping the consumer Landscape

12. Identifying the Major Forces13. The Demographic Environment14. Worldwide Population Growth15. Population Age Mix16. Ethnic & Other Markets17. Educational Groups18. House Hold Patterns 19. Geographical Shifts in

Population20. Other Major Macro

environments21. Economic Environment22. Social Cultural Environment23. Natural Environment 24. Marketing Insight: GREEN

MARKETING25. Technological Environment

Political Legal Environment.

Quiz Presentation Case Study

7

CHAPTER # 4CREATING CUSTOMER VALUE

1. Creating Customer Value, Satisfaction, and Loyalty

Quiz Assignment Case Study Presentations

9

2. Customer Perceived Value3. Total Customer Satisfaction4. Measuring Satisfaction5. Product & Service Quality.6. Total Quality Management7. Maximizing Customer Lifetime

Value8. Customer Profitability9. Measuring Customer lifetime

Value 10. Customer Equity11. Cultivating Customer

Relationships12. Customer Relationship

Management

8

13. Marketing Insight: Progress and Priorities in Customer Equity Management.

14. Attracting, Retaining and growing customer

15. Marketing Memo: How to Handle Customer Complaints

16. Building Loyalty17. Reducing Customer Defection18. Forming Strong Customer Bonds19. Marketing Memo: Asking

Questions when customers leave20. Forming Strong Customers

Bonds21. Customer Databases22. Data Warehouses and Data

Mining23. The Downside of data base

marketing and CRM24. Marketing Insight: Succeeding at

CRM.

Quiz Assignment Presentations

MIDTERM EXAMINATION

9CHAPTER # 5

10

ANALYZING CUSTOMER MARKETS

1. What Influences Consumer Behavior

2. Cultural Forces3. Marketing Insight: Consumer

Trends for the future4. Social Factors5. Marketing Insight: Marketing &

Cultural Market Segments6. Personal Factors7. Marketing Memo: The Average

American Consumer Quiz8. Key Psychological Processes 9. Motivation: Frued, Maslow,

Hezberg10. Perception11. Learning12. Memory13. The Buying Decision Process,

The 5 Stage Model

Group discussion Case Study Assignment

10

11

14. Problem Recognition15. Information Search16. Evaluation of Alternatives17. Marketing Memo: Applying

Customer Value Analysis18. Purchase Decision 19. Post Purchase Behavior20. Other Theories of Consumer

Decision Making 21. Level of Consumer Involvement 22. Decision Heuristics and Biases23. Marketing Memo: Decision

Traps24. Mental Accounting. 25. Profiling the Customer Buying

CHAPTER # 6CRAFTING THE BRAND POSITIONING

1. Developing and communicating a positioning Strategy

2. Competitive frame of reference3. Marketing Insight: Value

Disciplines Positioning

Presentations Quiz Case Study

Quiz Presentations Case Study

11

4. Points if Parity and Points of Differences

5. Establishing Category Membership

6. Choosing POPs and PODs 7. Creating POPs and PODs 8. Marketing Memo: Writing a

Positioning Statement 9. Differentiation Strategies10. Marketing Memo: How to

Derive fresh Consumer Insights to differentiate products and services

11. Product Differentiations12. Personnel Differentiations

12

13.

13. Channel Differentiations14. Image Differentiations15. Product Life Cycle Marketing

Strategies16. Marketing Memo: Exceeding

Customer Expectations17. Product life Cycles 18. Style, Fashion, and Fad Life

Cycles19. Marketing Strategies,

Introduction Stage and the pioneer

20. Advantages21. Marketing Strategies : Growth

Stage22. Marketing Strategies : Decline

Stage23. The Product life cycle concept:

Critique24. Market Evolution25. Marketing Insight: Dynamics

CHAPTER # 7INTRODUCING NEW MARKET OFFERINGS

1. Challenges in new Product Development

2. Marketing Insight: Iridium

Group Discussion Quiz Case Study

Quiz Assignment Presentations

12

disconnects with global customers

3. Organizational Arrangements 4. Marketing Memo : Lessons for

new Products Success5. Budgeting for new product

development6. Organizing new product

development 7. Managing the development

process : Ideas8. Idea Generations9. Marketing Memo: Ten ways to

great new product ideas10. Idea Screening11. Marketing Insight: Developing

Successful high tech products.12. Managing the development

process : Concept to strategy

14

13. Concept Development and testing

14. Marketing Strategy15. Business Analysis16. Managing the development

process : Development to Commercialization

17. Product Development 18. Market Testing19. Commercialization20. The Consumer Adoption Process21. Stages in Adoption Process22. Factors influencing the adoption

Process.

Quiz Presentation Case Study

15

CHAPTER # 8TAPPING INTO GLOBAL MARKETS

1. Competing on Global Basis2. Deciding to go Abroad3. Deciding which markets to enter4. How many Markets to Enter5. Developed .VS. Developing

Markets6. Regional Free Trade Zones

Quiz Assignment Presentations Case Study

13

7. Evaluating Potential Markets8. Deciding how to enter the

Market 9. Indirect and direct Exports10. Using a global Web Strategy.11. Licensing12. Joint Ventures13. Direct Investments14. Deciding on the Market Program

16

15. Product16. Marketing Insight : Global

Standardization or adaptation17. Marketing Memo : The ten

Commandments of global Branding

18. Marketing Insight : Establishing Global Service Brands

19. Communications20. Price21. Distribution Channels 22. Country of Origin effects 23. Building Country Images24. Consumers Perceptions of

country of origin 25. Marketing Insight : The ups and

downs of Brand America 26. Deciding on the Marketing

Organization 27. Export Department28. International Division

Global Organization

Quiz Presentations Case Study

FINAL SEMESTER EXAMINATION

14

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