DEPARTMENT OF BUSINESS STUDIES

STATE UNIVERSITY OF BNAGLADESH

Summer 2013
Course Code MKT: 30 ! T"#$e Marketing Management
COURSE OUTLINE
FACULTY NAME
CONTACT INFO,
EMAIL,
COUNSELLING
HOUR etc.
Md Raihanul Hasan,Sr. Lecturer, Department of Business
Studies
Sunday,Monday,Wednesday and thrusday from 12:30pm to 3:30 pm
E-mail: raihanl!"#.e$.#$
COURSE
O%&ECTI'E:
With the change in market environment focus of business has been diverted
from product to customers. So the success of any business depends mainy
on understanding the consumers and matching the activities !ith the
changing environment. "his course !i provide insight that !i be
re#uired in handing the decision regarding consumers, market $
competition to shape the business into strategic one. "he aim of marketing
is to create vaue for customer and to capture vaue in return. %urthermore,
marketing managers must make ma&or decisions such as !hat features to
design into a ne! product, !hat price to offer customer, !here to se
product and ho! much to spend on advertising. "hus, marketing
management is the process of panning and e'ecuting the conception,
pricing, promotion, and distribution of ideas, goods and services to create
e'changes that satisfy individua and organi(ationa goa
(hat i"
Mar)etin* +
Marketing is no onger a company department charged !ith a imited
number of tasks)it is a company*!ide undertaking. +t drives the
company,s vision, mission, and strategic panning. Marketing incudes
decisions ike !ho the company !ants as its customers, !hich of their
needs to satisfy, !hat products and services to offer, !hat prices to set,
!hat communications to send and receive, !hat channes of distribution to
use, and !hat partnerships to deveop. Marketing succeeds ony !hen a
departments !ork together to achieve goas: !hen engineering designs the
right products- finance furnishes the re#uired funds- purchasing buys high*
#uaity materias- production makes high*#uaity products on time- and
accounting measures the profitabiity of different customers, products, and
areas.
,RE-RE-UISITE:
Principles of Marketing,By: Plilip otler and !ary
"rmstrong, Prentice Hall,#$
th
edition.
RE-UIRE.
TE/T%OO0S:
Marketing Management by .hiip /oter, 13
th
edition, .rentice 0a
REFERENCES :
Marketing 1y 2t(e, Michae 3. 2t(e, 1ruce 3. Waker, Wiiam 3. Stanton,
Mc4ra!*0i,11
th
2d.
ASSESSMENT:
Mark distribution has been mentioned in the ne't page. 5ssignment67ase 6
Situation 5naysis6.o!er*.oint .resentation on given topics: "o be assigned on
individua6group basis.
,OLICY
STATEMENTS:
.ease note that attendance is simpy a prere#uisite. 8ack of attendance may hurt
a student,s grade.
Lectre
N1.
TO,ICS E/,ECTE. TO %E CO'ERE.
Cha2ter
13 the
te4t
(ee) 5
8ecture 1
8ecture 2
Defining Marketing for the 21
st
Century
The Importance of Marketing The Scope of Marketing What Is
Marketing? What Is Marketed?Who Markets? Core Marketing Concepts
Needs, Wants, and Demands Value and Satisfaction Marketing
Enironment Ma!or Societal "orces Ne# Compan$ Capa%ilities
Compan$ &rientation to#ard the Marketplace The 'roduction Concept
The 'roduct Concept The Selling Concept The Marketing Concept The
(olistic Marketing Concept )elationship Marketing Integrated
Marketing Internal Marketing 'erformance Marketing The Ne# "our
's Marketing Management Tasks
%hapter
#
&eek '
8ecture 3
8ecture 9
Developing Marketing Strategies and Plans
Marketing and Customer Value The Value Delier$ 'rocess The Value
Chain Core Competencies * (olistic Marketing &rientation and
Customer Value The Central )ole of Strategic 'lanning Corporate and
Diision Strategic 'lanning Defining the Corporate Mission
Esta%lishing Strategic +usiness ,nits *ssigning )esources to Each S+,
*ssessing -ro#th &pportunities &rgani.ation and &rgani.ational
Culture Marketing Innoation +usiness ,nit Strategic 'lanning The
+usiness Mission SW&T *nal$sis -oal "ormulation Strategic
"ormulation 'rogram "ormulation and Implementation "eed%ack and
Control 'roduct 'lanning/ The Nature and Contents of a Marketing 'lan
%hapter
'
&eek $
8ecture :
8ecture ;
Analyzing Consumer Markets
What Influences Consumer +ehaior Cultural "actors Social "actors
'ersonal "actors 0e$ 's$chological 'rocesses Motiation/ "reud,
Maslo#, (er.%erg 'erception 1earning Emotions Memor$ The +u$ing
Decision 'rocess/ The "ie2Stage Model 'ro%lem )ecognition
Ealuation of *lternaties 'urchase Decision 'ostpurchase +ehaior
Moderating Effects on Consumer Decision Making +ehaioral Decision
Theor$ and +ehaioral Economics Decision (euristics
%hapter
(
&eek )
8ecture <
8ecture =
Analyzing Business Markets
What Is &rgani.ational +u$ing The +usiness Market ersus the
Consumer Market +u$ing Situations S$stems +u$ing and Selling
'articipants in the +usiness +u$ing 'rocess The +u$ing Center +u$ing
Center Influences Targeting "irms and +u$ing Centers The
'urchasing3'rocurement 'rocess Stages in the +u$ing 'rocess 'ro%lem
)ecognition -eneral Need Description and 'roduct Specification
Supplier Search 'roposal Solicitation Supplier Selection &rder2)outine
Specification
%hapter
*
&eek (
8ecture >
8ecture 10
Identifying Market Segments and argets
+ases for Segmenting Consumer Markets -eographic Segmentation
Demographic Segmentation 's$chographic Segmentation ehaioral
Segmentation ases for Segmenting +usiness Markets arket Targeting
Effectie Segmentation Criteria Ealuating and Selecting the Market
Segments
%hapter
+
Marks Distri!ution for the "ourse#
Lectre
N1.
TO,ICS E/,ECTE. TO %E CO'ERE.
Cha2ter 13
the te4t
&eek ,
8ecture 11
8ecture 12
Setting Produ"t Strategy
'roduct Characteristics and Classifications 'roduct 1eels/ The
Customer2Value (ierarch$ 'roduct Classifications 'roduct and Serices
Differentiation 'roduct Differentiation Serices Differentiation Design
'roduct and +rand )elationships The 'roduct (ierarch$ 'roduct S$stems
and Mi4es 'roduct 1ine *nal$sis 'roduct 1ine 1ength 'roduct Mi4
'ricing Co2+randing and Ingredient +randing 'ackaging, 1a%eling,
Warranties, and -uarantees 'ackaging 1a%eling Warranties and
-uarantees
%hapter
+
Mi$term e4aminati1n
&eek +
8ecture 13
8ecture 19
Creating Brand $%uity
%hat Is +rand E5uit$? The )ole of +rands The Scope of +randing
Defining +rand E5uit$ +rand E5uit$ Models +uilding +rand E5uit$
Choosing +rand Elements Designing (olistic Marketing *ctiities
1eeraging Secondar$*ssociations Internal +randing +rand Communities
Measuring +rand E5uit$ Managing +rand E5uit$ +rand )einforcement
+rand )eitali.ation Deising a +randing Strateg$ +randing Decisions
+rand 'ortfolios +rand E4tensions Customer E5uit$ +randing
%hapter
#-
&eek .
8ecture 1:
8ecture 1;
Designing and Managing Servi"es
The Nature of Serices Serice Industries *re Eer$#here Categories of
Serice Mi4 Distinctie Characteristics of Serices The Ne# Serices
)ealities * Shifting Customer )elationship *chieing E4cellence in
Serices Marketing Marketing E4cellence +est 'ractices of Top Serice
Companies Differentiating Serices
%hapter
#$
&eek #-
Lecture #,
Lecture #+
Developing Pri"ing Strategies and Programs
,nderstanding 'ricing * Changing 'ricing Enironment (o# Companies
'rice Consumer 's$cholog$ and'ricing Setting the 'rice Step 6/ Selecting
the 'ricing&%!ectie Step 7/ Determining Demand Step 8/ Estimating Costs
Step 9/ *nal$.ing Competitors: Costs, 'rices,and &ffers Step ;/ Selecting a
'ricingMethod Step </ Selecting the "inal 'rice *dapting the
'rice-eographical 'ricing =Cash, Countertrade,+arter> 'rice Discounts
and *llo#ances 'romotional 'ricing Differentiated 'ricing Initiating
and)esponding to 'riceChanges Initiating 'rice Cuts Initiating 'rice
Increases )esponding to Competitors: 'riceChanges
%hapter
#)
&eek ##
8ecture 1>
Lectre
67
Designing and Managing Integrated Marketing Channels
Marketing Channels and Value Net#orks The Importance of Channels
($%rid Channels and MultichannelMarketing Value Net#orks The )ole of
Marketing Channels Channel "unctions and "lo#s Channel 1eels Serice
Sector Channels Channel2Design Decisions *nal$.ing Customer Needs and
Wants Esta%lishing &%!ecties andConstraints Identif$ing Ma!or Channel
*lternaties Ealuating Ma!or Channel *lternaties Channel2Management
Decisions Selecting Channel Mem%ers Training and Motiating Channel
Mem%ers Ealuating Channel Mem%ers Modif$ing Channel Design
and*rrangements Channel Modification Decisions -lo%al Channel
Considerations Channel Integration and S$stemsVertical Marketing
S$stems (ori.ontal Marketing S$stems Integrating Multichannel Marketing
S$stems Conflict, Cooperation, and Competition T$pes of Conflict and
Competition Causes of Channel Conflict Managing Channel Conflict
%hapter
#(
Lectre
N1.
TO,ICS E/,ECTE. TO %E CO'ERE.
Cha2ter
13 the
te4t
(ee) 56
8ecture 21
8ecture 22
Designing and Managing Integrated Marketing
Communi"ations
The )ole of Marketing Communications The Changing Marketing
Communications Enironment Marketing Communications, +rand
E5uit$,and Sales The Communications 'rocess Models Deeloping
Effectie Communications Identif$ the Target *udience Determine the
Communications &%!ecties Design the Communications Select the
Communications Channels Esta%lish the Total Marketing
Communications +udget Deciding on the Marketing Communications
Mi4 Characteristics of the Marketing Communications Mi4 "actors in
Setting the Marketing Communications Mi4 Measuring Communication
)esults Managing the Integrated Marketing Communications 'rocess
Coordinating Media Implementing IMC
%hapter
#,
&eek #$
8ecture 23
Competitive Dynami"s
Competitie Strategies for Market 1eaders E4panding Total Market
Demand 'rotecting Market Share Increasing Market Share &ther
Competitie Strategies Market2Challenger Strategies Market2"ollo#er
Strategies Market2Nicher Strategies
%hapter
##
&eek #$
Lectre
68
Colle"ting Information and &ore"asting Demand
Components of a Modern Marketing Information S$stem
Internal )ecords The &rder2to2'a$ment C$cle Sales Information
S$stemsData%ases, Data Warehousing, and DataMining Marketing
Intelligence The Marketing Intelligence S$stem Collecting Marketing
Intelligence on the Internet Communicating and *cting on
MarketingIntelligence *nal$.ing the Macroenironment Needs and
Trends Identif$ing the Ma!or "orces The Demographic Enironment The
Economic Enironment The Sociocultural Enironment The Natural
Enironment The Technological Enironment The 'olitical21egal
Enironment "orecasting and Demand Measurement The Measures of
Market Demand * Voca%ular$ for Demand Measurement Estimating
Current Demand Estimating "uture Demand
%hapter
-$
&eek '
8ecture 2:
Lectre
69

'evie( ) erm Paper Presentation
Semester /inal 01amination
*rading S"hema ?according to university rues+
*uidelines
<:@ 5ttendance is e'pected for successfu competion of the course
5n une'cused absence on the day of any e'am ?mid term6finaA !i resut in a grade of (ero ?0A.
+f there is an e'cused absent in case of M+B "2CM 2D5M the e'am must be taken prior to the
ne't cass meeting ?or any suitabe time for the course instructorA-
+f there is an e'cused absent in case of %+E58 2D5M the 4C5B2 W+88 12
,I+ in"omplete -"he student must seat for the %+E58 2D5M ony in the coming semester.
"here !i be no re*take in case of 785SS "2S". "ota 3 cass test !i be taken, Fbtain marks
!i aggregate average counted
Students !i be severey penai(ed if they copy others reports, presentation6 assignment
materias or part thereof.
7ass participation ?student,s feedbackA is highy encouraged.
5ny type of unfair practices in the e'am or even in the cass is highy prohibited.
4ood 8uck
Marks Range Grade Grade point Interpretation
=0@ and above 5G 9.00 Futstanding
<:@ to beo! =0@ 5 3.<: 2'ceent
<0@to beo! <:@ 5* 3.:0 Huite 2'ceent
;:@ to beo! <0@ 1G 3.2: Iery 4ood
;0@ to beo! ;:@ 1 3.00 4ood
::@ to beo! ;0@ 1* 2.<: Huite 4ood
:0@ to beo! ::@ 7G 2.:0 5bove 5verage
9:@ to beo! :0@ 7 2.2: 5verage
90@ to beo! 9:@ B 2.00 .oor
8ess than 90@ % 0.00 %ai
+ 0.00 +ncompete
%ina 2'amination 90
Mid*"erm 30
7ass "est 6 Hui( "est 10
Ceport and .resentation ?4roupA :
5ssignment ?+ndividuaA :
7ass 5ttendance 10
otal Marks 1..