Marketing Management research

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MARKETING MANAGEMENT

SPRING SEMESTER 2003

Post lecture assistance/discussion: immediately after class, by prior appointment, or by Email

.

COURSE OUTLINE

Modern marketing is an evolutionary process where methods and concepts are constantly

changing to meet new challenges. This course focuses on the principle elements of

Marketing.

The lectures are designed to cover many aspects of marketing, though some may only be at a

superficial rather than an in depth level. However, through the lectures and course work you willdiscover, learn and apply basic theory of Marketing and be aware of the fundamentals and

principles of Marketing Management.

STUDY LITERATURE

Marketing Management: analysis, planning, implementation, and control/ Phlip otler.

!"#: $urther readings will be assigned by instructors during classes%

EXPECTATIONS

The instructors e&pect every student to follow the course and lectures diligently and ensure

time is allocated to all non'lecture assignments. (f at any time during the course you have

difficulty with the structure or content, you should inform your instructor.

)ue to the nature of Marketing changes in theory and practice are constant. Each

student is e&pected to maintain an active interest and study of Marketing periodicals and

publications, both national and international. *elected topics or news items may be

discussed and debated in class.

COURSE OBJECTIVES

To aid development of the students+ level of English terminology in relation to MarketingManagement and to provide students with the fundamental Marketing concepts and

practices that will assist them in their future career.

t the end of the course the student should be able:

-. To define the concept of Marketing and Market.

. To grasp the fundamental principle of Marketing Management.

. To pply the fundamental theory and concepts to modern market.

1



0. To apply the theory and concepts to case study

OBSERVATIONS

*tudents must ensure that all mobile telephones and other transmitting e1uipment are turned

off during class. (f there is an essential need to take a call you will be e&pected to leave theclassroom and be responsible for catching up with any missed course work. (n order to

benefit fully from the course, you should:

o Come to class well prepared. 2ead the case and think about how the concepts

from the chapter or discussed in class can be applied. Make notes that you can

refer to during class. 3ou may meet with your team or friends before class to

discuss the case.

o Contribte ideas and anal!sis to t"e class discssion# 4iven the comple&ities

of the real world, there is no single right answer. 5hat is more important is how

you use management concepts and tools to analyse a situation.

o $isten care%ll! to your classmates+ comments and suggest supporting or

alternative views.

ACTIVE INVOLVEMENT

6lass participation is a primary but not the only element of active involvement. ctive

involvement re1uires that you use class participation as a learning opportunity. $or e&ample,

you should:

7se the concepts of Marketing Management and apply them to current

business situations you have read about or seen reported in the media.

2elate class material to your own personal e&periences.

#ring to class discussion your own uni1ue perspective.

)evelop oral communication skills, learning to present ideas concisely and

persuasively and respond effectively to the comments of others.

Practice for your 8ob interviews, where you will be e&pected to respond to

business problems similar to the ones we will discuss in class.

Team %ormation& 5e will be giving you some time during the class sessions to get to

know how to work with one another by forming 9' person teams.

CLASS ATTENDANCE

ttendance is an important indicator of attitude. *poradic attendance often signals to the

instructor that the student places low priority on the course. #y enrolling in this course, you

are, in effect, agreeing to do your best to attend and contribute to the group learning

e&perience.

Because of the importance of the collective learning experience, regular attendance is reuired. !tis important that you arrive on time so that we may start class promptly. "rriving late to class is

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very disruptive and discourteous to the class. !f you do have to miss a class, it is your

responsibility to find out from your classmates what was covered in class, and to pick up any

handouts from the instructors. $lease %ote& Topics covered will not usually be repeated and you

will let down other members of your class and team.

COURSE CONTENT and TEACHING PLAN

The following is an outline of the course contents and the specific areas to be included:

-*T 5EE

'# (nderstandin) Mar*etin)

5hat s market

5hat is marketing

The five concepts of marketing

") 5EE

2# +innin) Mar*ets& Mar*et,oriented strate)ic Plannin)

)efining the corporate Mission

#usiness *trategic Planning

2) 5EE

3# Anal!-in) Mar*etin) .pportnit!

4athering information and Measuring Market )emand

*canning the marketing Environment

naly;ing 6onsumer Markets and #uyer #ehavior

0T< 5EE'''9T< 5EE

/# Identi%!in) Mar*et Se)ments and Selectin) Tar)et Mar*ets

=evels and Patterns of Market *egmentation

Market Targeting

Positioning *trategy

T< 5EE'''>T< 5EE

# Prodct $i%e,c!cle Mar*etin) Strate)ies

<ow to )ifferentiate

The 6oncept of Product =ife 6ycle

?T< 5EE'''-@T< 5EE

1# Mana)in) Prodction $ines And rands

"ew'Product )evelopment

The Product and Product Mi&

Product'=ine )ecision

#rand )ecision

--T< 5EE'''-T< 5EE

# 4esi)nin) Pricin) Strate)ies And Pro)rams *etting the Price

'



dapting the Price

(nitiating and 2esponding To Price 6hanges

-T< 5EE''''-0T< 5EE

5# Mana)in) and 4eli6erin) Mar*etin) Pro)rams 6hannel $unctions and $lows

6hannel =evels

6hannel')esign )ecisions

-0T< 5EEA-9T< 5EE

7# Mana)in) Retailin)8 +"olesalin)8 and Mar*et $o)istics

2etailing

5holesaling

Market =ogistics

-T< 5EE'''->T< 5EE

'0# Mana)in) Personal Sellin)8 Ad6ertisin)8 Sales Promotion8 Pblic Relations

Promotion Mi&

dvertising

*ales Promotion

Public 2elations

-BT< 5EE

''# Mana)in) 4irect Mar*etin) $ace'to'$ace *elling

)irect Mail

6atalog Marketing

Telemarketing

E9A$(ATI.N .: C.(RSE PER:.RMANCE

o Grop Pro;ect +or*: @ C

o Assi)nments: @C There will be two assignments during the course. (t is

e&pected that these will be carried out using the general layout for research.

o :inal E<am: 9@C

Please Note

o The instructors reserve the right to reduce your grade at their discretion and in

their 8udgement for: e&cessive absences, lateness, late papers, failure to

participate in class/team, talking unnecessarily in class, active electronic devices

in class other than tape recorders !e.g.: cell phones or pagers% or any other

evidence of gaps in team work skills.

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Marketing Management research