Marketing Management Syllabus - MBA Pokhara University(PU)

Course Description

Course objective

The objective of this course is to develop an awareness of major marketing problems faced by a variety of organizations, with an emphasis on sound approaches to addressing these problems. The course focuses on the factors influencing marketing decision-making to cultivate proficiency in articulating aspects of the marketing mix, and developing customer-orientated and competitive marketing strategies and plans.

Course Description

The course aims to develop a strategic perspective of students in marketing management. It builds students’ capabilities in analyzing marketing opportunities, developing marketing strategies, and designing implementation plans and programs. This course includes business strategy and sustainable competitive advantage; concept and relevance of strategic market management; analysis of external and internal factors for opportunity identification; formulation of strategy for sustainable competitive advantage; differentiation and positioning strategies; growth and diversification strategies; strategies for the global market; preparation of strategic marketing plan and program formulation; and strategic control.

Learning Outcomes

Upon completion of this course, you should be able to:

Understand the concept, its evolution, and marketing mix.
Gain knowledge about the emerging trends and challenges of the marketing in this century.
Analyze the perspective of consumer behavior in decision making process.
Develop the skill in preparation of marketing strategic plan.
Understand the role and importance of market segmentation, targeting and positioning
Gain insights about pricing strategy.
Understand the role channel of distribution and its impact in overall marketing activities.
Develop the skill to implement integrated marketing communication mix and understand about mass communication.

Learning Activities and Procedures

The instructors decide on the teaching methods for this course, which may include lectures, case study, practical problems exercises, article review, project report writing and students’ presentations. The learning activities will be centered on the following activities:

Class lectures and discussion on specific study matters.
Class presentation and discussion following the presentation.
Review of articles and case study.
As a major task of the trimester, students are encouraged to work on project in a group and make its presentation at the end of the trimester.

Examination (Mid-term and final).

Unit Contents

Course Outline

The classes will be organized into the following sections and sub-sections:

SN	Chapters	Text & Supplementary Readings	Lecture Hours
1.	Introduction to Marketing and Marketing Mix		4.5
	Importance and Scope of Marketing Company Orientation toward the Marketplace (evolution of marketing concepts) Marketing Mix Emerging trends and challenges of Marketing in Twenty-First Century	Kotler, Ch. 1, Marketing for the Twenty-First Century
2.	Consumer Behavior (Analyzing Consumer Markets)		3
	Influencing factors of consumer behavior Decision making process in consumer market	Kotler, Ch. 6, Analyzing Consumer Markets
3.	Marketing Strategic Planning		4.5
	Marketing and Customer Value Corporate and Division Strategic Planning Business Unit Strategic Planning	Kotler, Ch. 2, Developing Marketing Strategies & Plans
4	Market Segmentation, Targeting & Positioning		4.5
	Levels of market Segmentation Bases for Segmenting Consumer and Business Markets Market Targeting Developing and Communicating a Positioning Strategy	Kotler, Ch. 8, Identifying Segments and Targets, Kotler, Ch. 11, Crafting the Brand Positioning
5	Branding, Product Mix and Product Life Cycle		4.5
	Meaning of Brand Equity; Building, measuring, and managing Brand Equity Devising Branding Strategy Product Life Cycle	Kotler, Ch. 10, Creating Brand Equity
6	Pricing Strategy		3
	Understanding the Pricing Setting the Price Adapting the Price Initiating and Responding to Price Change	Kotler Ch. 14 Developing Pricing Strategies and Programs
7	Integrated Marketing Channel		4.5
	Marketing Channels and Value Networks Channel Design Decision Channel Management Decision Channel Integration and Systems E-Commerce Marketing Practices	Kotler Ch. 15 Designing and Managing Integrated Marketing Channels
8	Integrated Marketing Communications		4.5
	The Role of Marketing Communication Developing Effective Communication Deciding on the Marketing Communication Mix Sales Promotion, Events and Experiences, and Public Relations	Kotler Ch. 17 Designing and Managing IMC Kotler Ch. 18 Managing Mass Communication
	Total Credit Hours		33

Text and Reference Books

Textbooks:

Marketing Management*- A South Asian Perspective, Kotler & Lane, Pearson Education, 13^th

Other Materials:

Articles, Cases and handouts/ tutorial provided by instructor.

Students are also supposed to actively search and use other Marketing Management books. Journal articles assigned for reading will be discussed in the class.

Evaluation Scheme

Following is the break-up of the internal assessment for this course. As per the rule of university, internal assessment has been given 60 percent weight in the final grading. The weight is distributed as follows:

Activities	Weight
1. Attendance/Class Participation	10%
2. Assignments/Case Study/Article Review	15%
3. Group Project Work/Report & Presentation	15%
4. Internal Exam	20%
5. Final Examination (3 hrs. comprehensive written)	40%
Total	100%

Menu

Marketing Management Syllabus - MBA (PU)