COURSE OUTLINE

GIFT BUSINESS SCHOOL

MKT- 302
MARKETING MANAGEMENT & STRATEGY
Spring, 2012

Faculty: GIFT Business School
Credit hours: 3
Course level: Graduate
Campus/Location/Instruction Mode: GIFT University/On Campus/In Person
Course Instructors: Shoaib Muhammad, Awais Afzal & Shazif Iqbal
055-111.900.100 (Ext. 165)
shoaib.wazir@gift.edu.pk
shazifai@yahoo.com.au
mhd_awais@hotmail.com
Consultation hours: -
Pre-requisite: Principles of Marketing/Basic Concepts of Marketing
Timing See University Timetable
This document was last updated: 16 March, 2012


BRIEF COURSE DESCRIPTION

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm.
It aims at developing a solid understanding of the basic terminology, concepts, tools, and frameworks in
marketing. A broad range of marketing issues in a variety of consumers, industrial, and service
environments is covered. Among the topics discussed in the course are consumer and industrial buying
behavior, market segmentation, production positioning, elements of marketing mix. Social concepts of
business are covered both explicitly in a couple of cases and implicitly throughout the course. It is most
helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include
consultants, investment analysts, entrepreneurs, and product managers.

COURSE LEARNING OBJECTIVES

By the end of the course it is expected that the student will:

Understand fundamental marketing strategy concepts and theories;
Be able to identify and use appropriate methods and tools for formulating, implementing, monitoring
and evaluating marketing strategy in diverse organizational and marketing situations;
Be able to develop, write and present a formal strategic marketing plan including financial
implications; and
Understand principles and behaviors underlying effective performance in project based teams.

To achieve these objectives, teaching focus will be on conveying the specific concepts and develops
analysis capabilities without losing the general management perspective.

COURSE MATERIALS

The course packet is ready for you to purchase at the Resource Center. IT IS ESSENTIAL FOR
EVERYONE TO PURCHASE THE COURSE PACKET. This packet contains book chapters, readings
and case-materials. Required readings should be done before the class for which they are assigned.

REFERENCE TEXT BOOKS

Marketing Management, South Asian Perspective: Kotler, Keller, Koshy, & Jha, 13th edition
Prentice Hall India, 2009
Marketing Management and Strategy, by Peter Doyle, second edition.
Strategic marketing planning , Colin Gilligan, Richard Malcolm Sano Wilson
Marketing Strategy and Management, by Michael. J. Baker. Fourth Edition
Marketing Management and Strategy, A Reader, by Philip Kotler, Keith Kohn Cox

Most of these books are available at GIFT Library.

PREREQUISITES

Pass is required in any introductory course on Marketing.

CLASS PARTICIPATION

Class attendance is a requirement. If youre not in class, you cant participate. You should notify me in
advance via email if you cannot attend a class. Missing multiple classes can seriously jeopardize even
the best students chance of success in this class. Participation is evaluated by the quantity and quality of
your input. Thus, students are expected to adequately prepare for all classes. Overall, lets try to create
discussions around interesting, creative and insightful comments that stimulate the minds of the group.
Some of the criteria that I will use to judge effective class participation for grading purposes include:

Is the participant a good listener?
Are points made relevant to the current discussion? Are they linked to the comments of other
students?
Do the comments show clear evidence of appropriate and insightful analysis of the case data?
Is there a willingness to participate?
Is there a willingness to test new ideas, or are all comments safe?
Do comments clarify and highlight the important aspects of earlier comments and lead to a clearer
statement of the concepts being covered?

One of the following six grades is recorded as Class Participation in each session:

-1 or -2 student was absent or was engaged in cross talking, or didnt prepare for the session

0 late, no participation, or was unprepared for session

1 Read the case

2 Thorough Preparation + Active listening (challenge someones analysis)

3 preparation + Active listening + Excellent explanation

4 Analyzed the case, evaluated options and decision defended

5 Added to my learning

SESSIONS TOPICS READINGS CASES/ARTICLES
1
Defining Marketing For The 21st Century.

Why is Marketing important?
What is the scope of Marketing? Nature
of marketing
Core marketing concepts
Some fundamental Marketing Concepts,
How Marketing Management changed.
New paradigms in marketing
What are the tasks necessary for
successful Marketing Management?

Ch 01






Handout and

Assignment
2
Developing Marketing Strategies and Plans

Marketing and Customer Value
How Does the Marketing affect
Customer Value?
Corporate and Division Strategic
Planning
Business Unit Strategic Planning
Product Planning. How does the
Marketing affect customer Value?
How is the Strategic Planning carried out
at different levels of the organization?
What Does Marketing Plan Include?

Ch 02









3
Gathering Information and Scanning the
Environment

What are the components of a modern
Marketing information system?
What is involved in a Marketing
Intelligent System?
What are the key methods for tracking
and identifying opportunities in
macroenviornment & developments in
macroenvironment?
Ch 03





Assignment:(Separate)

Case study: Lucozade

4


Creating Customer Value, Satisfaction and
Loyalty
Customer value, satisfaction and loyalty
and how can companies deliver them?
What is the lifetime value of customers
and how can marketers maximize it?
How can companies cultivate strong
customer relationship?
How can companies both attract and
retain customers?
What is database marketing?


Ch 05




5
Analyzing Consumer Markets
How do consumer characteristics
influence buying behavior & major
psychological processes influence
consumer Reponses to the marketing
program?
How do consumers make purchasing
decisions?
How do marketers analyze consumer
decision making?


Ch 06




Case Study: Maggi
From vice is nice to
where
6
Identifying Market Segments and Targets

Different levels of market segmentation
& requirements of effective
segmentation?
How companies divide a market into
segments?
How companies choose the most
attractive target markets?

Ch 08




Case Study: The Tata
Nano: The Peoples
Car( ECCH Case)

7
Conducting Marketing Research &
Forecasting Demand

What constitutes good Marketing
research and metrics for measuring
marketing productivity?
How can marketers assess their return


on investment of marketing expenditure?
How can companies more accurately
measure and forecast demand?


8



Creating Brand Equity
What is a brand and how does branding
works?
What is brand equity & how is it built,
measured and managed?
What are the important decisions in
developing branding strategy?
Warranties and guarantees as marketing
tools?



Ch 10




9
Mid Exam: All Previous Contests


10
Crafting the Brand Positioning , Setting
Product Strategy
How can a firm choose and
communicate an effective positioning in
the market & how brands are
differentiated?
What are the characteristics of products
and how do marketers classify products?
How companies differentiate products?
Companies' product mix and product
line?
How can companies use packaging,
labeling, warranties and guarantees as
marketing tools?
Setting Product Strategy
Product Characteristics and
Classifications
Differentiation
Product and Brand Relationships
Notes on Marketing Strategy
Marketing Myopia

Ch 11 & 12

11
Developing Pricing Strategies & Programs

How do consumers process and
evaluate prices?
How should a company set prices
initially for products or services?
When should company initiate a price
change?
How should a company respond to a
competitor's price change?


Ch 14




RIN Detergent: To
Position Or
Reposition-Case Study

Marketing Myopia by
Theodore Levitt (HBR
Article)

12
Designing and Managing Integrated
Marketing Communication.
What is the role of Marketing
Communication?
What are the major steps in developing
effective communications?
What is communication mix and how
should it be set?
What is the integrated marketing
communications program?
Ch 15




Case Study: Incredible
India Building a
country as a tourism
Brand
13
Designing and Managing Value Networks and
Channels
The students need to recognize the
importance of designing marketing
channel system and value network & the
work that the marketing channel
performs?
What decisions do companies face in
managing their channels and channel
conflict?
What are the key issues with e-
commerce?


Ch 15 & 16



14
Managing Mass Communications:
Advertising, Sales Promotions, Events and
Public Relations

What steps are required in developing
an advertising program?
How should sales promotion decisions
be made?
What are the guidelines for effective
brand-building events and experiences?
How can companies exploit the potential
of public relations and publicity?
Ch 18



15
Managing Personal Communications: Direct
Marketing and Personal Selling
Integrate direct marketing for competitive
advantage?
What decisions do companies face in
designing and managing a sales force?
How can salespeople improve their
selling, negotiating, and relationship
marketing skills?

Ch 19




Case Study:
Celebrity Brand
Endorsement
Please note: This is a proposed schedule only and may be varied at the
discretion of the instructor to give a greater or lesser degree of emphasis to
particular topics.


Marketing Plan for Products (IN GROUP)
This marketing plan describes the general course of action and recommendations for this years
marketing efforts for the ____ product line throughout the calendar year. It touches briefly on the product,
the market segment, size, product offering, positioning, and the opportunities for Company Name. It then
goes into detail about the tactics and execution to make this an explosive year for the Company
Name/Division. Please refer to the appendices for a copy of the pricing schedule, media schedule, and
timelines. Please refer to detail marketing plan provided with course pack for your understanding.
Students can also avail consulting hours for further discussions and understanding for the project.
ASSESSMENT
Item Assessment Task Length Weighting Due Day and Time
1.
Mid-Term Exam. 1 hour 30 mins 20% In Week 8 Class
2.
Quizzes & Assignments 10 to 15 mins 20% Various Weeks in Class
4.
Final Project 1 month 20%
Before last week of classes
5.
Final Examination 2 hours 40%
During Formal Examination
Period

Students must complete each component of the assessment to the satisfaction of the course
instructor, and achieve an overall mark 50% prescribed by the examination department in order
to pass the course. All components of the above assessment are compulsory, and must be
completed in order to obtain a pass grade. Students are expected to perform satisfactorily in
each item.