AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Faculty of Business Administration Department of Marketing MBA Program COURSE OUTLINE I. II. III. Course Code and Title Credit Course Description: : MBA-6111, Marketing Management : 3 credit hours

This module considers how the conceptual elements and analytical methodologies of marketing management can be applied to marketing practice. The conceptual elements part of the module is designed to help the students develop a critical approach to marketing problems, going beyond the hype and using empirical research evidence to support their decisions. The course focuses on formulating and implementing marketing management tasks, activities, strategies and policies which are undertaken in most companies at different management levels. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models and is designed to help the students to understand the managerial orientation, the analytical aspects and the basic discipline perspectives of marketing through theoretical and practical approaches. A combination of formal lectures, case studies, discussion on academic articles and hands-on-computer mediated sessions is used. IV. Objectives: develop a managerial rather than a descriptive appreciation of issues related to marketing management. raise decision making competence through the critical examination of theoretical frameworks. extend critical thinking and ability to synthesise and collectively evaluate knowledge on specific marketing topics. integrate theoretical, conceptual and analytical considerations of marketing management.

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At the end of the course, the students will be able to: Gain a broad understanding of different areas of marketing like marketing strategies and plans, environment analysis, consumer behavior, product development, STP, Pricing, promotion, distribution, delivering value etc. Critically evaluate the merits of different marketing management models, frameworks and processes. Analyze real life situation in light of theoretical Marketing concepts and tools. Identify appropriate models/frameworks/analytical techniques for specific marketing problems/applications and carry out analysis using suitable analytical tools. Interpret solutions produced by the application of models/frameworks/analytical tools, critically evaluate the implications of the results and offer recommendations for any additional analysis needed. V. Topics to be Covered Topics Specific Objective(s) Reviewing the vision and mission statements of the university. To give an overview of the course. Time Frame 1 lecture Week: 1 Suggested Activities Class Discussion. Teaching Strategy(s) White Board & Multimedia.

Vision and mission of the university (AIUB) The overview of the course and requirements.

Defining Marketing for the 21st Century

Reviewing and 2 lectures orienting practical Week: approaches to the 1&2 fundamental concepts of marketing, tasks of marketing, different business orientations, new challenges in the marketplace. To discuss fundamental marketing strategies on different

Class Discussion with real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia. Case study and Academic article discussion.

Developing Marketing Strategies and Plans

2 lectures Class White Board & Week: Discussion with Multimedia. 2&3 real life Case study. examples. Class exercise Page 2 of 8

classification. What does a marketing plan include and how is planning carried out at different levels? Scanning The Marketing Environment What are the components of a modern marketing information system? To distinguish between the micro and macroenvironment of a firm. To describe how the different elements of the micro and macroenvironment affect firms marketing activities. What are different types of values? To describe significance of value for the customer satisfaction, loyalty, customer retention and business development. How do the buyers characteristics influence buying behavior? How does the buyer make purchasing decisions? 1 lecture Week: 3

(Testwritten/oral, board work).

Class discussion with real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia. Case study and Academic article discussion.

Creating Customer Value, Satisfaction, and Loyalty

1 lecture Week: 4

Class discussion with real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia. Academic article discussion.

Analyzing Consumer markets & Buyer Behavior

1 lecture Week: 4

Class discussion with real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia.

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Giving idea about the influences of consumer behavior on marketing strategies. Analyzing Business markets & Business Buyer Behavior To define business 1 lecture market, to explain Week: 5 the differences between consumer market and business market, and to explain the characteristics of business market. To describe the different stages of the business buyer process model, the factors that influence the buying process and the individuals who take part in the process. Assignment to be submitted as per the rules provided earlier. Understand the possible usefulness of segmentation, targeting and positioning to marketing management. To explain the STP process and practical approach to the fundamental 1 lecture Week: 5 Class discussion with real life examples. Class exercise (Testwritten/oral, board work). White Board & Multimedia.

Review, Submission of Term Paper/Group Assignment Midterm Exam Market Segmentation, Targeting, Differentiating & Positioning

Week: 6 2 lectures Class Week: 7 discussion with real life examples. Class exercise (Testwritten/oral, board work). White Board & Multimedia. Case study and Academic article discussion.

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Dealing with The Competition

strategies and actions on STP. Discussing strategies to deal with competition.

1 lecture Week: 8

Setting The Product Discussing the & Branding Strategy basic strategies that need to be followed for product development and branding. Critically assess the conceptual problems associated with managing product lines and brands. Developing Pricing Strategies To explain the importance of pricing and to identify what factors, both internal and external to the firm, determine the pricing decisions of firms. To discuss the strategies and impact of pricing as a sensitive marketing mix element. To explain the major steps in developing an integrated

Class discussion with real life examples. Class exercise (Testwritten/oral, board work). 2 lectures Class Week: discussion with 8&9 real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia. Case study.

White Board & Multimedia. Academic article discussion.

2 lectures Class Week: discussion with 9&10 real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia.

Integrated Marketing Communication

1 lecture Week: 10

Class discussion with real life examples.

White Board & Multimedia.

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marketing communications program. To discuss the strategies and impact of using different promotional tools. Managing Retailing, Wholesaling, and Logistics To identify the functions of distribution channels and how the marketers need for these will vary depending on the types of products and services that they are selling. Discussing the steps of developing a new product or service. 1/2 lecture Week: 11

Class exercise (Testwritten/oral, board work).

Class discussion with real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia.

Developing New Market Offerings

1/2 lecture Week: 11

Class discussion with real life examples. Class exercise (Testwritten/oral, board work).

White Board & Multimedia.

Review, Submission of Term Paper/Group Assignment. Final Exam

1 lecture Week: 11

Formal presentation to be made with multimedia.

Week:12

VI.

Course Requirements

Students must study the materials (i.e. class notes, cases, relevant chapter etc) before coming to the class. Quizzes may be unannounced, so students should read through the class notes every day. For the term paper/group assignment, students have to form groups of four (4) students. Each group should submit the term paper/assignment on a specific topic from the chapters covered in the course. Allocation of topics among groups will be made on the basis of the preference of the group & these topics should Page 6 of 8

be duly communicated to the course instructor. Students are advised to be present in all classes because class participation is the best way to excel in this course. The students will be assigned a number (6 to 8) of case studies throughout the semester. They will be asked to analyze the cases, and prepare write-ups by highlighting major points of the cases along with logical conclusions. A good number of articles (4 to 6) from the leading international academic journals will be asked to read and will be discussed. VII. Evaluation Mid Term Distribution Final Term

Marks Distribution Marks (%) (%) Attendance & Class 10 Attendance & Class 10 performance performance Quiz 20 Quiz 20 Case Study, Article & 30 Case Study, Article & 30 Assignment Assignment Mid Term Exam 40 Final Exam 40 Total 100 Total 100 40% from mid- term + 60% from final- term =Total grade in100% VIII. Textbook/ References

Textbook Kotler, P. and Keller, K. L. (2009), Marketing Management, 13th Ed., Pearson Prentice Hall, Singapore. References 1. Brassington, F. and Pettitt, S. (2007), Essentials of Marketing, 2nd Ed., Prentice Hall, Harlow. 2. Etzel, M. J., Walker, B. J. and Stanton, W. J. (2004), Marketing, 13th Ed., McGraw-Hill-Irwin, New York. 3. Harrell, G. D. (2001), Marketing Connecting with Customers, 2nd Ed., Prentice Hall, Upper Saddle River, NJ. 4. Jobber, D. and Fahy, J. (2003), Foundations of Marketing, McGraw-Hill, Berkshire. 5. Jobber, D. (2001), Principles and Practice of Marketing, 3rd Ed., McGraw-Hill, Berkshire. 6. Kotler, P. and Keller, K. L. (2012), Principles of Marketing, 14th Ed., Pearson Education Ltd., Harlow.

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7. Kotler, P., Armstrong, G., Agnihotri, Y. P. and Haque, E. U. (2011), Principles of Marketing: A South Asian Perspective, 13th Ed., Pearson Prentice Hall, New Delhi. 8. Kotler, P. and Armstrong, G. (2005), Marketing an Introduction, 7th Ed., Pearson Education, New Delhi. 9. Kerin, R. A. and Hartley, S. V. and Rudelius, W. (2004), Marketing the Core , McGraw-Hill-Irwin, New York. 10. Mortin, D. (2009), Secrets of the Marketing Masters, AMACOM, New York. 11. Perreault, W. D. Jr. and McCarthy, E. J. (2006), Essentials of Marketing: A Global Marketing Approach, 10th Ed., McGraw-Hill-Irwin, Singapore. 12. Pride, W. M. and Ferrell, O.C. (2000), Marketing: Concepts and Strategies, Houghton Mifflin Company, Boston & New York. IX. Name of the Faculty Teaching the Course: Mr. Partha Prasad Chowdhury

Consultation Hours: TBA

E-mail: partha.p@aiub.edu
*Concerned faculty preserves the right to amend this outline as situation requires.

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