Unit title: Marketing Management

Unit code: MKT501

Credit points: 8cp
Unit description:
This course is designed to equip students for managerial positions
requiring a broad understanding of marketing and its essential role
within the organization. It is suitable for those who are working in a
marketing area and want to complement their practical knowledge with
a sound theoretical base, or those contemplating a career in a marketing
field. The course is designed to enhance presentation skills as well as
decision-making and problem solving skills. It provides students with
the theoretical frameworks needed to interpret, and challenge, current
business practices; to develop knowledge and understanding of
businessmanagement practices !applied knowledge and understanding"
and management skills in marketing suitable for professional practice at
middle management and higher levels of management.
This course teaches the concepts of marketing management through a
series of readings and cases that profile the decision-making problems
marketing managers face. The course discusses marketing in terms of
the organization#s total operation, with the emphasis on consumer
satisfaction. The course emphasizes the interrelationships of marketing
concepts, decision making, strateg$, planning, and s$stems of control.
Topics will include bu$er behavior, product polic$, pricing strateg$,
promotion, competitive strateg$, and brand management.
Unit objectives: This unit is designed to enable students to%
Knowledge
&. 'evelop knowledge of the core concepts and practices of
management and marketing.
(. )ain a comprehensive and up-to-date knowledge of marketing and
its ke$ functional areas, including ke$ theories and concepts
*. )ain competence in structural and strategic aspects of marketing
+. Think criticall$ about the application of marketing to businesses
,. -earn b$ interacting with others from different professions and
organizations
&
Skills
&. .e able to appl$ a significant range of professional skills, practices
and techniques in marketing
(. .e able to communicate effectivel$ within their marketing discipline,
including both people-related communication and teamwork and the
use of financial and other management information
*. 'evelop both technical and inter-personal skills that are necessar$ for
marketing management roles in ke$ marketing applications such as
communication, advertising and sales
+. Improve their abilities to overcome the problems t$picall$ associated
with the implementation of marketing strateg$ and programs
,. /uccessfull$ understand and operate in toda$0s increasingl$ comple1
business environment
al!es"#ttit!des
&. 2nal$ze, plan and undertake effective leadership and e1ecutive
decision-making
(. 3ocus on the ke$ problems faced b$ marketing managers, and to
align the course with the sorts of skills and knowledge required b$
emplo$ers.
*. 4ngage in pro5ects which develop marketing decision-making and
problem-solving skills and to complete pro5ects which require direct
application of marketing concepts to actual marketing situations
+. 'evelop their capacit$ for effective leadership
Unit o!tcomes:
&. 'efine what marketing management is
(. 6nderstand marketing strateg$ as applied b$ man$ companies toda$
*. 2ppl$ anal$tical and critical thinking skills used in marketing
decision-making
+. 6nderstand the role that marketing pla$s in the larger organization
!i.e. finance, operations, management, etc.".
$eadings: $ecommended te%ts
&. 7otler, 8. !(99*", :arketing :anagement, &&
th
edn., 8rentice ;all.
(. <iner, =./. !(99*", :arketing :anagement, (
nd
edn., 8rentice ;all
(
S!pplementar& readings
&. ;elson, 7. > 7otabe, :., !(99*", )lobal
:arketing :anagement, ?ohn <ile$ > /ons Inc.
(. ;arvard .usiness =eview on :arketing,
!(99(", ;arvard .usiness /chool 8ress
*. 'o$le, 8. !(99&", :arketing :anagement and
/trateg$, *
rd
edn., 8earson 4ducation
*. 8eter ?.8. > @lson ?., !(99&", Aonsumer .ehavior, :c)raw-
;illIrwin
+. Bagle, T.T., ;olden, =.7. > ;olden =. !(99(", The /trateg$ and
Tactics of 8ricing% 2 )uide to 8rofitable 'ecision :aking, *rd edn.,
8earson 4ducation
,. -ehmann, '.=., <iner, =./., -ehmann, '. > <iner =. !(99&",
8roduct :anagement, :c)raw-;illIrwin
C. <heeler, 2. > <heeler 2. =. !(99*", 'esigning .rand Identit$% 2
Aomplete )uide to Areating, .uilding, and :aintaining /trong
.rands, <ile$
D. 6lrich, 7. > 4ppinger /. !(99*", 8roduct 'esign and 'evelopment,
:c)raw-;illIrwin
8. -ev$, :. > <eitz, ..2. !(99*", =etailing :anagement </tudent
Tutorial A'-=@: , :c)raw-;illIrwin
E. .osworth, :. > ;olland, ?. !(99*", Austomer Aentric /elling,
:c)raw-;ill
&9. Aoughlan, 2.T. , 2nderson, 4. > /tern, -. <. !(99&", :arketing
Ahannels, Cth edn., 8earson 4ducation
&&. Aooper, =.). !(99&", <inning at Bew 8roducts% 2ccelerating the
8rocess from Idea to -aunch, 8erseus 8ublishing
&(. Alow, 7.4. > .aack, '. !(99*", Integrated 2dvertising, 8romotion,
and :arketing Aommunications, (
nd
edn., 8rentice ;all
*
?ournals
&. 2sia 8acific ?ournal of :anagement
(. .usiness <eek
*. 3ar 4astern 4conomic =eview
+. 3ortune
,. 3orbes
C. ;arvard .usiness =eview
D. ?ournal of :arketing
8. Bewsweek
E. /loan :anagement =eview
&9. Time
&&. The 4conomist
+
Unit contents: T'()CS
1* )ntrod!ction to Marketing Management
Aontemporar$ definition of :arketing
:arketing in the Bew 4conom$
Austomer-centric marketing approach
$eadings:
7otler, 8., Ahapters &, ( and *
)ummesson, 4. !&EE&", :arketing Forientation revisited% The crucial
role of the part-time marketer, 4uropean ?ournal of :arketing, (,!D",
C9-D,.
-evitt, T. !&ED9", :arketing m$opia, ;arvard .usiness =eview, ?ul$-
2ugust. In Insights for marketing management !&ED9", eds ). :. )elb
and ..'. )elb, )ood$ear 8ublishing Aompan$, /anta :onica, Aalif.,
pp. &(-(+.
+* #nal&,ing marketing opport!nities
:arket-oriented strategic planning
The marketing plan
4valuating market demand with market information
$eadings:
7otler, 8., Ahapters + and ,
7ohli, 2. 7. > ?aworski, .. ?. !&EE&", :arket orientation% The
construct, research propositions and managerial implications, ?ournal of
:arketing, ,+, pp. &-&8.
=uekert, =. <.!&EE(", 'eveloping a market orientation% 2n
organizational strateg$ perspective, Intern. ?ournal of =esearch in
:arketing, E, pp. ((,-(+,.
7ohli, 2.7. > ?aworski, ..?. !&EE*", :arket orientation% 2ntecedents
and consequences, ?ournal of :arketing, ,D, pp. ,*-D9.
/later, /.3. > Barver, ?.A. !&EE+", 'oes competitive environment
moderate the market orientation-performance relationshipG ?ournal of
:arketing, ,D, pp. +C-,,.
,
-* Market assessment
:arket environment
Aonsumer markets and bu$er behavior
.usiness markets and bu$er behavior
Institutional and government markets
Identif$ing and anal$zing competitors
'esigning competitive strategies
T$pes of segmentation
Targeting market segments
$eadings:
7otler, 8., Ahapters C, D, 8, E > &9
/preng, =.2., :ac7enzie, /.A. > @lshavsk$, =.<. !&EEC", 2
ree1amination of the determinants of consumer satisfaction, ?ournal of
:arketing, ?ul$, &,-*(.
3ornell, A., ?ohnson, :.'., 2nderson, 4.<., Aha, ?. > 4veritt .r$ant,
.. !&EEC", The 2merican customer satisfaction inde1% Bature, purpose
and findings, ?ournal of :arketing, C9D-&8.
;unt, './. > :organ, =.:. !&EE+", =elationship marketing in the era of
network competition, :arketing :anagement, *!&", &E-(8.
<irtz, ?. !&EE*", 2 critical review of models in consumer satisfaction,
2sian ?ournal of :arketing, 'ecember, D-((.
Havra, T.). !&EE,", 2 change of orientation% =etention instead of
conquest, In 2fter :arketing% ;ow to keep customers for life through
relationship marketing. Irwin, Ahicago, pp. &-(E.
;unt, './. > :organ, =.:. !&EE+", =elationship marketing in the era of
network competition, :arketing :anagement, *!&", &E-(8.
<irtz, ?. !&EE*", 2 critical review of models in consumer satisfaction,
2sian ?ournal of :arketing, 'ecember, D-((.
:enon, 2. > :enon, 2. !&EED", 4nviropreneurial marketing strateg$%
The mergence of corporate environmentalism as market strateg$,
?ournal of :arketing, vol. C&, ?anuar$, pp. ,&-CD.
/hoebridge, B. !&EED", )eneration gap proves illusor$, .usiness =eview
<eekl$, /eptember CE-D(.
3arrell, :.2. > /chroder, ., Influence strategies in organizational
bu$ing decisions, Industrial :arketing :anagement
8orter, :.4. !&E89", The structural anal$sis of industries, in Aompetitive
/trateg$, The 3ree 8ress, Bew Iork, pp.*-**.
C
;ale$, =.I. !&EE,", .enefit segmentation% 2 decision-oriented research
tool, :arketing :anagement, +!&", /ummer, pp. ,E-C(.
.* Market strategies
8ositioning and differentiating the product offering
'ifferentiating tools
8roduct-life c$cle market strategies
$eadings:
7otler, 8., Ahapter &&
Aooper, =.). !&EEC", @verhauling the new product process, Industrial
:arketing :anagement, vol. (,, pp.+C,-+8(.
.rown, T.?. > 'acin, 8.2. !&EED", The compan$ and the product%
Aorporate associations and consumer product responses, ?ournal of
:arketing, vol. C&, ?anuar$, pp.C8-8+.
5* /ew market o00erings
.udgeting and organizing new products
:anaging the product development process

$eadings:
7otler, 8., Ahapter &(
1* /ew global market o00erings
Ahoice of strateg$
Ahoice of markets
Ahoice of marketing program
Ahoice of organization

$eadings:
7otler, 8., Ahapter &*
2* (rod!ct or service o00ering process
/etting the product and branding strateg$
'esigning and managing services
$eadings:
D
7otler, 8., Ahapters &+ and &,
3* (rod!ct or service o00ering process
8ricing policies
$eadings:
7otler, 8., Ahapter &C
4* (rod!ct or service o00ering process
:arketing channels
Ahannel design, management and d$namics
$eadings:
7otler, 8., Ahapter &D
10* (rod!ct or service o00ering process
=etailing and wholesaling
:arketing logistics
$eadings:
7otler, 8., Ahapter &8
11* (rod!ct or service o00ering process
:arketing communications
'eciding and managing the marketing communications
process
$eadings:
7otler, 8., Ahapter &E
1+* (rod!ct or service o00ering process
2dvertising, sales promotions, public relations and direct
marketing
$eadings:
7otler, 8., Ahapter (9
8
1-* (rod!ct or service o00ering process
:anaging the sales force
8ersonal selling
$eadings:
7otler, 8., Ahapter (&
1.* (rod!ct or service o00ering process
@rganization and implementation
4valuation and control
$eadings:
7otler, 8., Ahapter ((
E