COURSE SYLLABUS

Marketing Management

MKT377

3 credits

Semester 1B/2016

COURSE DESCRIPTION & LEARNING OUTCOME

What issues are taught in the course?

Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or
services with its customers. The marketing objective is to create, promote and distribute products
or services, at a price and quality deemed valuable by the companys customers, in order to create
value and profit for the company. Maintaining a strong and compelling value proposition and
long-term relationship with the companys customers are vital for the companys continued
success and require constant monitoring of market, environmental, technological and competitive
forces. Marketing is therefore integral to establishing a companys strategic direction. This in turn
makes marketing skills and perspective essential to the success of all business managers in any
business.

This course provides an in-depth exploration and practical application of basic marketing tools.
These include product policy, pricing, promotion, distribution, sales management, and customer
segmentation and retention. In most classes, we will analyze case studies that require us to
identify marketing opportunities, refine value propositions, select customer segments and develop
marketing programs for a variety of management situations. The course also includes a number of
creative and analytic assignments, including a semester-long, group assignment.

What you should know before you start the course.

Students need to be familiar with basic business vocabulary and be able to follow lectures,
participate in discussions and to work in English. Plus, make sure the course fits your timetable!

What you should know after you have completed the course.

In this course, you will learn how marketers:

1. Use core marketing concepts to evaluate marketing scenarios.

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 2. Analyze and assess complex marketing challenges

3. Value quantitative and qualitative analysis.

4. Develop an integrated marketing plan.

Student Learning Outcomes (SLO)

Through case study discussions, written case write-ups and formal presentations and project report,
you will learn to:

Develop a comprehensive marketing analysis

Build a persuasive argument

Express that argument extemporaneously in the classroom among peers, in writing and in
with the aid of visuals in a formal presentation

Make marketing decisions backed by solid reasoning

To listen critically and respectfully to the ideas of classmates.

HOW TO COMPLETE THIS COURSE

In-class training

There are 8 weeks (45 hours) that cover the academic subject areas. Attendance is strongly
recommended because students will achieve beneficial and practical information related to their
further careers. Moreover, those who are absent more than THREE TIMES of total hours will be
dropped from the course with an F.

Assignment & Discussion

At the beginning of the class, you will be asked to answer some questions or do the quiz
related to the content of previous lecture. This will help you review the knowledge week by
week and prepare for mid-term & final exams.

Besides, you will have assignment to work in group (2-4 students in a group) to present the
main content of each chapter provided in each chapter. In order to have a good
presentation, you are required to read the text book before coming to the class. These
assignments are essential in your score improvement; so TAKE THE CHANCE!

In each session of this course we will analyze and discuss the Breakthrough marketing
provided in each chapter. We will use our time together in the classroom to sharpen our
skills in diagnosing problems and to build a framework to understand and leverage
marketings complexities. To benefit from this approach, each student must come to class
prepared with an analysis and solution for the marketing opportunity or challenge at hand,

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 not just a regurgitation of case facts.

Group project: you will work on a marketing project in a team of 2-4 members. For the topic of
the project, choose a local business that is dealing with a marketing challenge and/or opportunity of
interest. Analyze the value proposition of the business, current situation, and your diagnosis of the
problem. Based on your marketing research (such as observation, interviews, focus group, and
surveys), provide a comprehensive marketing plan, including target market selection, positioning,
product, pricing, distribution and promotion. Evaluate the merits and potential downside of your
marketing plan.

The report needs to have at least 2500 words and to be expressed in font Time New
Romans, size 12, line spacing 1.5. Deadline is 7:00 AM on the last date of the course
(final project presentation). Late work means 0.

In the last day of the course, ALL of you will have to present your project. The presentation
should last around 10-15 minutes MAXIMUM (excluding Q&A part) with the participation
of all group members.
Criteria Standards
Speaking speed Not too fast, not too slow
Attire Appropriate
10-15 minutes for presentation (not including
Time management Q&A section)
Power point slides Good design & layout
Pronunciation Accurate, clear, loud enough
Proper gesture, face expression, eye contact,
Professional Manner audience control
Quality of the content presented, quality of the
Content answers

Course evaluation
1. Evaluation of studying process 50%
Participation 10%
Individual activities: 10%
* Homework
Group activities 10%
* Group presentation 5%
* Group discussion 5%
Mid-term 20%
2. Final Exam ( Multiple choice and essays; closed book; 90) 50%

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 Percentage Grade Letter Grade
90 100 A
80 89 B
70 79 C
60 69 D
0 59 F

Class Rules

1. Please be punctual. Otherwise, you will get an L in attendance book!

2. There should be no talking or phone ring whilst the lecturer is speaking. It is rude and
disturbs other students. Pass a note or going out for answering phone calls if necessary.

3. Unless it is advised and authorised by the lecturer, students should restrain from using
laptops and other electronic devices during the lecture / presentation.

4. Academic Dishonesty Policy will be in effect through all exams and written assignments.
Make certain you understand and adhere to them. Especially, dont commit
PLAGIARISM under any circumstances. If you are caught to plagiarize, you will get a 0
and even an F for the whole course in case of recommitment.

5. No extra credit work or additional assignments will be given without a valid reason.
Instead, your activeness in class discussion/ activity is highly appreciated and will be
counted. Extensions to any deadlines are possible only upon presentation of appropriate
documentation.

Plagiarism & Cheating

Students are responsible for conducting themselves with honor and integrity in fulfilling course
requirements. Penalties and/or disciplinary proceedings may be initiated by university officials
against a student accused of scholastic dishonesty.

Acts of plagiarism include but are not limited to:

Submit other peoples works to get points

Copy completely or partly from the text translated by translation tool such as Google
translation etc.

Copy words or ideas without citing source and authors name.

Do not use quotation marks for direct citation.

Cite the wrong source.

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 Change the wording but sentence structure without citing authors name.

Borrow words/ phrases from a source without using quotation marks or with making
negligible change .

Copy too many words or ideas that make up the most of personal work, regardless of
whether source and authors name are cited.

Copy information from Internet such as company information, market information etc.

Cooperate with other students to do the exams, tests and other assignments without
permission of the Instructor

Use one assignment to submit for different classes without permission of the lecturer.

Have other people do the exams, tests and other assignments for you

COURSE SCHEDULE

Textbook: Marketing Management, 13th Edition, written by Philip Kotler and Kevin Lane
Keller, and published by Pearson, Prentice Hall.

Homework/
Week Date Topic Chapter
reparation
Marketing management:
16/11
Introduction and overview
1
Group presentation 4 Assignment 1
19/11 Conducting marketing research Break Through
and Forecasting demand Marketing
Group presentation
23/11 Creating customer value, Assignment 2
2 satisfaction and loyalty 5
Creating customer value,
Break Through
26/11 satisfaction and loyalty
Marketing
(continued)
Group presentation
30/11 6 Assignment 3
3 Analyzing consumer markets
Analyzing consumer markets Break Through
3/12
(continued) Marketing
Group presentation
7/12
Dealing with competition Assignment 4
4
Midterm & 11
10/12 Dealing with competition
(continued)

5
 Group presentation
14/12 Assignment 5
Setting product strategy
5 12
Setting product strategy Break Through
17/12
(Continued) Marketing
Group presentation
21/12 Developing pricing strategies and Assignment 6
programs
6 14
Developing pricing strategies and
Break Through
24/12 programs
Marketing
(Continued)
Group presentation
28/12 Designing and managing Assignment 7
integrated marketing channels
7 15
Designing and managing
Break Through
31/12 integrated marketing channels
Marketing
(Continued)
Group presentation
4/1 18 Assignment 8
8 Managing mass communications
Final project presentation

* The dates may be subject to change due to the addition of guest lectures