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 Marketing
3. Exchange and transactions
4. 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 Concept
10. The Product Concept
11. The Selling Concept
12. The Marketing Concept
13. The Holistic Marketing Concept
14. Marketing Insight. The Internet Advantage
15. Fundamental Marketing Concepts, Trends, and Tasks
16. Core Concepts
17. Shifts in Marketing Management

1
18. Marketing Management Tasks

CHAPTER # 2
DEVELOPING MARKETING STRATEGIES AND PLANS

1. Marketing & Customer Value

2. The Value Delivery Process
3. The Value Chain
4. Core Competencies
5. Holistic Marketing Orientation and Customer Value
6. The Central Role of Strategic Planning
7. Marketing Insight: Views on marketing from CEO’s
8. Marketing Insight: Keys to long term Market Leadership
9. Corporate and division Strategic Planning
10. Defining the Corporate Mission
11. Defining the Business
12. Assessing the growth opportunities
13. Organization & Organizational Culture
14. Business unit Strategic Planning
15. The business mission
16. SWOT Analysis
17. Goal Formulation
18. 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 Control
23. Product Planning. The Nature & contents of Marketing Plan.
24. Contents of the Marketing Plan.
25. Marketing Memo: Marketing Plan Criteria.

PART 2ND : CAPTURING MARKETING INSIGHTS

CHAPTER # 3

GATHERING INFORMATION & SCANNING THE ENVIRONMENT

1. Components of a Modern Marketing Information System

2. Internal Records & Marketing Intelligence
3. The order to payment cycle
4. Sales Information Systems
5. Databases, Data Warehouses, and data mining
6. The Marketing Intelligence System
7. Marketing Insight : Putting data to work with business integration Software
8. Analyzing the Macro environment
9. Marketing Memo: Clicking on the competition

2
10. Needs and trends
11. Marketing Insight: Ten Mega trends Shaping the consumer Landscape
12. Identifying the Major Forces
13. The Demographic Environment
14. Worldwide Population Growth
15. Population Age Mix
16. Ethnic & Other Markets
17. Educational Groups
18. House Hold Patterns
19. Geographical Shifts in Population
20. Other Major Macro environments
21. Economic Environment
22. Social Cultural Environment
23. Natural Environment
24. Marketing Insight: GREEN MARKETING
25. Technological Environment
26. Political Legal Environment

PART 3RD: CONNECTING WITH CUSTOMERS.

CHAPTER # 4
CREATING CUSTOMER VALUE

1. Creating Customer Value, Satisfaction, and Loyalty

2. Customer Perceived Value
3. Total Customer Satisfaction
4. Measuring Satisfaction
5. Product & Service Quality.
6. Total Quality Management
7. Maximizing Customer Lifetime Value
8. Customer Profitability
9. Measuring Customer lifetime Value
10. Customer Equity
11. Cultivating Customer Relationships
12. Customer Relationship Management
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 Loyalty
17. Reducing Customer Defection
18. Forming Strong Customer Bonds
19. Marketing Memo: Asking Questions when customers leave
20. Forming Strong Customers Bonds
21. Customer Databases
22. Data Warehouses and Data Mining
23. The Downside of data base marketing and CRM
24. Marketing Insight: Succeeding at CRM.

3
 CHAPTER # 5
ANALYZING CUSTOMER MARKETS

1. What Influences Consumer Behavior

2. Cultural Forces
3. Marketing Insight: Consumer Trends for the future
4. Social Factors
5. Marketing Insight: Marketing & Cultural Market Segments
6. Personal Factors
7. Marketing Memo: The Average American Consumer Quiz
8. Key Psychological Processes
9. Motivation: Frued, Maslow, Hezberg
10. Perception
11. Learning
12. Memory
13. The Buying Decision Process, The 5 Stage Model
14. Problem Recognition
15. Information Search
16. Evaluation of Alternatives
17. Marketing Memo: Applying Customer Value Analysis
18. Purchase Decision
19. Post Purchase Behavior
20. Other Theories of Consumer Decision Making
21. Level of Consumer Involvement
22. Decision Heuristics and Biases
23. Marketing Memo: Decision Traps
24. Mental Accounting.
25. Profiling the Customer Buying Decision Process.

PART 4TH: BUILDING STRONG BRANDS

CHAPTER # 6
CRAFTING THE BRAND POSITIONING
1. Developing and communicating a positioning Strategy
2. Competitive frame of reference
3. Marketing Insight: Value Disciplines Positioning
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 Strategies
10. Marketing Memo: How to Derive fresh Consumer Insights to differentiate
products and services
11. Product Differentiations
12. Personnel Differentiations

4
13. Channel Differentiations
14. Image Differentiations
15. Product Life Cycle Marketing Strategies
16. Marketing Memo: Exceeding Customer Expectations
17. Product life Cycles
18. Style, Fashion, and Fad Life Cycles
19. Marketing Strategies, Introduction Stage and the pioneer
20. Advantages
21. Marketing Strategies : Growth Stage
22. Marketing Strategies : Decline Stage
23. The Product life cycle concept: Critique
24. Market Evolution
25. Marketing Insight: Dynamics of Attribute Competition.

PART 5TH : CREATING SUCCESSFUL LONGTERM GROWTH

CHAPTER # 7
INTRODUCING NEW MARKET OFFERINGS

1. Challenges in new Product Development

2. Marketing Insight: Iridium disconnects with global customers
3. Organizational Arrangements
4. Marketing Memo : Lessons for new Products Success
5. Budgeting for new product development
6. Organizing new product development
7. Managing the development process : Ideas
8. Idea Generations
9. Marketing Memo: Ten ways to great new product ideas
10. Idea Screening
11. Marketing Insight: Developing Successful high tech products.
12. Managing the development process : Concept to strategy
13. Concept Development and testing
14. Marketing Strategy
15. Business Analysis
16. Managing the development process : Development to Commercialization
17. Product Development
18. Market Testing
19. Commercialization
20. The Consumer Adoption Process
21. Stages in Adoption Process
22. Factors influencing the adoption Process.

5
 CHAPTER # 8
TAPPING INTO GLOBAL MARKETS

1. Competing on Global Basis

2. Deciding to go Abroad
3. Deciding which markets to enter
4. How many Markets to Enter
5. Developed .VS. Developing Markets
6. Regional Free Trade Zones
7. Evaluating Potential Markets
8. Deciding how to enter the Market
9. Indirect and direct Exports
10. Using a global Web Strategy.
11. Licensing
12. Joint Ventures
13. Direct Investments
14. Deciding on the Market Program
15. Product
16. Marketing Insight : Global Standardization or adaptation
17. Marketing Memo : The ten Commandments of global Branding
18. Marketing Insight : Establishing Global Service Brands
19. Communications
20. Price
21. Distribution Channels
22. Country of Origin effects
23. Building Country Images
24. Consumers Perceptions of country of origin
25. Marketing Insight : The ups and downs of Brand America
26. Deciding on the Marketing Organization
27. Export Department
28. International Division
29. Global Organization.

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

6
 SEMESTER PLAN
SUBJECT: Marketing Management PROGRAM: MBA
TEXT BOOK: Marketing Management Author: Philip Kotler & Kevin Lane Keller

SUPPLEMENTED BY
LECTURE TOPIC TO BE DISCUSSED
CHAPTER # 1
DEFINING MARKETING FOR
• Group Discussion
2IST CENTURY
• CaseStudy

1 1.Definition & Introduction to

Marketing
2. The scope of Marketing
3. Exchange and transactions
4. 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 Concept
10. The Product Concept
11. The Selling Concept
12. The Marketing Concept

13.The Holistic Marketing Concept

14 Marketing Insight. The Internet
• Group Discussion
Advantage
• Quiz
15 .Fundamental Marketing • Case Study
2 Concepts, Trends, and Tasks • Assignment
16.Core Concepts
17 Shifts in Marketing Management
18.Marketing Management Tasks

7
 CHAPTER # 2
DEVELOPING MARKETING
• Quiz
STRATEGIES AND PLANS
• Group discussion
• Case Study
3 1. Marketing & Customer Value • Presentations
2 The Value Delivery Process
3. The Value Chain
4. Core Competencies
5. Holistic Marketing Orientation
and Customer Value
6. The Central Role of Strategic
Planning
7. Marketing Insight: Views on
marketing from CEO’s
8. Marketing Insight: Keys to long
term Market Leadership
9. Corporate and division Strategic
Planning
10. Defining the Corporate Mission
11. Defining the Business
12. Assessing the growth
opportunities
13. Organization & Organizational
Culture

4 26. Organization & Organizational

Culture
• Quiz
27. Business unit Strategic Planning
• Assignment
28. The business mission • Case Study
29. SWOT Analysis • Presentations
30. Goal Formulation
31. 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 Control
36. Product Planning. The Nature &
contents of Marketing Plan.
37. Contents of the Marketing Plan.
38. Marketing Memo: Marketing
Plan Criteria.

8
5. CHAPTER # 3
GATHERING INFORMATION & • Quiz
SCANNING THE ENVIRONMENT • Assignment
• Case Study
1.Components of a Modern
Marketing Information System
2. Internal Records & Marketing
Intelligence
3. The order to payment cycle
4. Sales Information Systems
5. Databases, Data Warehouses,
and data mining
6. The Marketing Intelligence
System
7. Marketing Insight : Putting data
to work with business
integration Software
8. Analyzing the Macro
environment
9. Marketing Memo: Clicking on
the competition

10. Needs and trends

11. Marketing Insight: Ten Mega
• Quiz
trends Shaping the consumer
• Presentation
Landscape • Case Study
6 12. Identifying the Major Forces
13. The Demographic Environment
14. Worldwide Population Growth
15. Population Age Mix
16. Ethnic & Other Markets
17. Educational Groups
18. House Hold Patterns
19. Geographical Shifts in
Population
20. Other Major Macro
environments
21. Economic Environment
22. Social Cultural Environment
23. Natural Environment
24. Marketing Insight: GREEN
MARKETING
25. Technological Environment
Political Legal Environment.

9
 CHAPTER # 4
CREATING CUSTOMER VALUE • Quiz
• Assignment
• Case Study
1. Creating Customer Value,
• Presentations
7 Satisfaction, and Loyalty
2. Customer Perceived Value
3. Total Customer Satisfaction
4. Measuring Satisfaction
5. Product & Service Quality.
6. Total Quality Management
7. Maximizing Customer Lifetime
Value
8. Customer Profitability
9. Measuring Customer lifetime
Value
10. Customer Equity
11. Cultivating Customer
Relationships
12. Customer Relationship
Management

13. Marketing Insight: Progress and

Priorities in Customer Equity • Quiz
Management. • Assignment
• Presentations
14. Attracting, Retaining and
8 growing customer
15. Marketing Memo: How to
Handle Customer Complaints
16. Building Loyalty
17. Reducing Customer Defection
18. Forming Strong Customer Bonds
19. Marketing Memo: Asking
Questions when customers leave
20. Forming Strong Customers
Bonds
21. Customer Databases
22. Data Warehouses and Data
Mining
23. The Downside of data base
marketing and CRM
24. Marketing Insight: Succeeding at
CRM.

10
 MIDTERM EXAMINATION

CHAPTER # 5
9 ANALYZING CUSTOMER
• Group discussion
MARKETS
• Case Study
• Assignment
1. What Influences Consumer
Behavior
2. Cultural Forces
3. Marketing Insight: Consumer
Trends for the future
4. Social Factors
5. Marketing Insight: Marketing &
Cultural Market Segments
6. Personal Factors
7. Marketing Memo: The Average
American Consumer Quiz
8. Key Psychological Processes
9. Motivation: Frued, Maslow,
Hezberg
10. Perception
11. Learning
12. Memory
13. The Buying Decision Process,
The 5 Stage Model

10 14. Problem Recognition

15. Information Search
• Presentations
16. Evaluation of Alternatives
• Quiz
17. Marketing Memo: Applying • Case Study
Customer Value Analysis
18. Purchase Decision
19. Post Purchase Behavior
20. Other Theories of Consumer
Decision Making
21. Level of Consumer Involvement
22. Decision Heuristics and Biases
23. Marketing Memo: Decision
Traps
24. Mental Accounting.
25. Profiling the Customer Buying

11
11 CHAPTER # 6 • Quiz
CRAFTING THE BRAND • Presentations
POSITIONING • Case Study
1. Developing and communicating
a positioning Strategy
2. Competitive frame of reference
3. Marketing Insight: Value
Disciplines Positioning
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 Strategies
10. Marketing Memo: How to
Derive fresh Consumer Insights
to differentiate products and
services
11. Product Differentiations
12. Personnel Differentiations

13. Channel Differentiations

14. Image Differentiations
• Group Discussion
15. Product Life Cycle Marketing
• Quiz
Strategies • Case Study
12 16. Marketing Memo: Exceeding
Customer Expectations
17. Product life Cycles
18. Style, Fashion, and Fad Life
Cycles
19. Marketing Strategies,
Introduction Stage and the
pioneer
20. Advantages
21. Marketing Strategies : Growth
Stage
22. Marketing Strategies : Decline
Stage
23. The Product life cycle concept:
Critique
24. Market Evolution
25. Marketing Insight: Dynamics

12
 CHAPTER # 7
13. INTRODUCING NEW MARKET • Quiz
OFFERINGS • Assignment
• Presentations

1. Challenges in new Product

Development
2. Marketing Insight: Iridium
disconnects with global
customers
3. Organizational Arrangements
4. Marketing Memo : Lessons for
new Products Success
5. Budgeting for new product
development
6. Organizing new product
development
7. Managing the development
process : Ideas
8. Idea Generations
9. Marketing Memo: Ten ways to
great new product ideas
10. Idea Screening
11. Marketing Insight: Developing
Successful high tech products.
12. Managing the development
process : Concept to strategy

13. Concept Development and

testing • Quiz
14. Marketing Strategy • Presentation
• Case Study
15. Business Analysis
14 16. Managing the development
process : Development to
Commercialization
17. Product Development
18. Market Testing
19. Commercialization
20. The Consumer Adoption Process
21. Stages in Adoption Process
22. Factors influencing the adoption
Process.

13
 CHAPTER # 8
TAPPING INTO GLOBAL • Quiz
MARKETS • Assignment
• Presentations
• Case Study
15 1. Competing on Global Basis
2. Deciding to go Abroad
3. Deciding which markets to enter
4. How many Markets to Enter
5. Developed .VS. Developing
Markets
6. Regional Free Trade Zones
7. Evaluating Potential Markets
8. Deciding how to enter the
Market
9. Indirect and direct Exports
10. Using a global Web Strategy.
11. Licensing
12. Joint Ventures
13. Direct Investments
14. Deciding on the Market Program

15. Product
16. Marketing Insight : Global • Quiz
Standardization or adaptation • Presentations
• Case Study
17. Marketing Memo : The ten
16 Commandments of global
Branding
18. Marketing Insight : Establishing
Global Service Brands
19. Communications
20. Price
21. Distribution Channels
22. Country of Origin effects
23. Building Country Images
24. Consumers Perceptions of
country of origin
25. Marketing Insight : The ups and
downs of Brand America
26. Deciding on the Marketing
Organization
27. Export Department
28. International Division
Global Organization
FINAL SEMESTER
EXAMINATION

14
15