NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY
FACULTY OF COMMERCE
DEPARTMENT OF BUSINESS MANAGEMENT
MARKETING MANAGEMENT (4108)
COURSE OUTLINE
LECTURER: Mr J. RanganaiOFFICE FD2 (Business Management
Dept)Email: [email protected] Cell: 0772 122 120 / 0713 421 422 /
0733 236 657COURSE OVERVIEW
The course provides an overview of marketing processes
principles & frameworks while providing students with marketing
tools and analytical skills necessary to apply key concepts to
practical business situations.
COURSE OBJECTIVES
The overall objective of the course is to ensure that students
are appreciative of marketing decision making in organizations. To
that end, the course will;
Introduce students to marketing strategy formulation and to
marketing programme development.
Help students appreciate the marketing challenges faced by
organizations and thus develop the ability to define and analyze
the marketing problems dealt with by managers.
Familiarize students with the concept of the marketing mix
(product, price, promotion place,process,people and physical
evidence) and enhance their problem solving and decision making
abilities in these operational areas of marketing tactics.
ASSESSMENTContinuous Assessment 30%Final Examination
70 %Total
100 %READING MATERIALS
Core Textbook
P. Kotler (2006), Marketing Management: Analysis, Planning,
Implementation and Control, 12th Edition, Prentice Hall, Englewood
Cliffs, NJ.
Other Textbooks on Principles of Marketing, Marketing Management
or Strategic Marketing will also suffice.
Journals and Newspapers that include Harvard Business
Review,Journal of Marketing Management,Journal of Marketing
Research as well as any relevant business magazines and
newspapersCOURSE CONTENT
1. FUNDAMENTALS OF MARKETING
Definitions and Key Concepts
Role of Marketing
Marketing Management Philosophies Tasks of Marketing
Management
Current Challenges of Marketing2. THE MARKETING ENVIRONMENT The
Importance of Understanding the Environment
The Macro-environment
The Micro-environment
The Internal Environment
3. STRATEGIC MARKETING PLANNING
Defining the Company Mission, Vision and Objectives Current
Marketing Situational Analysis Development of Marketing Objectives
Developing Marketing Strategies Designing of Action Programmes
Marketing Budget Development Implementing the Marketing Programmes
Evaluation and Control Growth Strategies Business Portfolio
Planning4. PRODUCT AND SERVICES STRATEGIES Product Definition and
Classifications
Product Attributes Decisions
Product Mix Decisions
Branding Decisions
Packaging Decisions
Services Marketing
5. NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE STRATEGIES
What are New Products?
Importance of New Products
New Product Failure
New Product Development Process
The Product Life Cycle Concept
Product Life Cycle Strategies
6. PRICING PRODUCTS Factors affecting pricing decisions
Pricing Objectives
Pricing Process
Pricing Approaches
Management of Pricing
7. DISTRIBUTION STRATEGIES Role of Distribution Strategy
Functions of Middlemen Types of Distribution Channels/Middlemen
Distribution Management Strategies The Marketing Logistics Network
Physical Distribution Decisions8. PROMOTION/MARKETING
COMMUNICATIONS STRATEGY
Defining Promotion Strategic Role of Promotion Advertising Sales
Promotions Personal Selling Publicity and Public Relations Direct
and On-line marketing Developing Integrated Marketing
Communications 9. UNDERSTANDING THE MARKET
Consumer Behaviour
Concept of Segmentation, Targeting and Positioning Bases for
Segmenting Consumer Markets Evaluating and Selecting Market
Segments
Market Coverage Strategies
Positioning For Competitive Advantage
10. COMPETITOR ANALYSIS AND COMPETITIVE STRATEGIES Levels of
Competition Industry Concept of Competition Techniques for
analyzing Industry Competitiveness Market Level Competitor Analysis
Sources of Competitor Information Designing Competitive Strategies
for Leaders, Challengers, Followers and Nichers
