Institute of Business

Administration
MARKETING MANAGEMENT COURSE OUTLINE
MBA SPRING 2017
City Campus

January2016 Instructor: Najeeb Agrawalla

Text: Marketing Management Philip Kotler and Kevin Lane Keller, 14E

Introduction

The purpose of this course is to introduce the marketing concept to the students
in theory and practice. It dilates upon the philosophy of integrated marketing
and focuses on giving a top level leadership view of managing businesses.
Upon completion, students should be able to understand the role of
marketing led decisions and appreciate the criticality of the marketing
function in order to achieve organizational success.

Intended Learning Outcomes of Course (ILOs)

1) Knowledge and Intellectual Skills:

a) Application to real life situation
b) Development of analytical and quantitative skills for problem solving
c) Review of top marketing management
d) Encourage decision making
e) Inculcating habits of perusing global/ local related reading material

2) Professional and practical skills

a) Application of theoretical knowledge
b) Confidence, conviction and persuasive skills
c) Entrepreneurship - understanding the creation of wealth and adding value
d) Customer orientation - Remaining competitive in an environment in which
the customer is at the center of every decision.
e) Exposure to best practices from worlds best known marketing companies

3) General and Transferable Skills

a) Courtesy and empathy - Being considerate and understanding the other's
point of view
b) Ethics and morality - Understanding right and wrong
c) Discipline, punctuality and time-management
d) Written and oral communication - ability to express and transfer ideas and
thoughts forcefully in a business-like manner
e) Leadership / Interpersonal - Behavior and characteristics of individuals who
use their influence to coordinate and direct the activities of others toward
group objectives.
f) Team-building and teamwork
g) Strategic thinking - Determining solutions through perceiving,
understanding, and reasoning processes by considering the short and long
 term implications.

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

MODULE A - THE MARKET

AI. CHAPTER 1 Defining Marketing for the 21st Century

1. The Importance of Marketing

Sessions 1-4
2. The Scope of Marketing Chapter 1
3. Core Marketing Concepts
4. The New Marketing Realities
5. Company Orientation toward the Marketplace
6. Marketing Management Tasks

AII. CHAPTER 3 Collecting Information and Forecasting Demand

1. Components of a Modern Marketing Information System Session 5-6

2. Internal Records Chapter 3
3. Marketing Intelligence Book Presentation
4. Analyzing the Macroenvironment
5. Forecasting and Demand Measurement

AIII. CHAPTER 6 Analyzing Consumer Markets

1. What Influences Consumer Behavior?
Session 7-9
2. Key Psychological Processes Chapter 6
3. The Buying Decision Process Book Presentation
4. The Five-Stage Model Buying Behaviors Exercise
5. Behavioral Decision Theory and Behavioral Economics

AIV. CHAPTER 7 Analyzing Business Markets

1. What Is Organizational Buying? Session 10-12

2. Participants in the Business Buying Process Chapter 7
3. The Purchasing/Procurement Process Book Presentation
4. Stages in the Buying Process Buying Behaviors Exercise
5. Managing Business-to-Business Customer Relationships
Session 13-14
6. Institutional and Government Markets
Chapter 8
Book Presentation
AV. CHAPTER 8 Identifying Market Segments and Targets Buying Behaviors Exercise
 1. Bases for Segmenting Consumer Markets
2. Bases for Segmenting Business Markets
3. Market Targeting

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

MODULE B - THE MARKETING MIX

BI. CHAPTER 11 Competitive Dynamics

1. Competitive Strategies for Market Leaders Session 15-16

2. Other Competitive Strategies Chapter 11 & 12
3. Product Life-Cycle Marketing Strategies Book Presentation
4. Marketing in an Economic Downturn Case Study

BII. CHAPTER 12 Setting Product Strategy

1. Product Characteristics and Classifications

2. Product and Services Differentiation
3. Design
4. Product and Brand Relationships
5. Packaging, Labeling, Warranties and Guarantees

BIII. CHAPTER 20 Introducing New Market Offerings

1. New-Product Options Session 17-18

2. Challenges in New-Product Development Chapter 20 & 13
3. Organizational Arrangements Book Presentation
4. Managing the Development Process Case Study
5. The Consumer-Adoption Process

BIV. CHAPTER 13 Designing and Managing Services

1. The Nature of Services

2. The New Services Realities
3. Achieving Excellence in Services Marketing
4. Managing Service Quality
5. Managing Product-Support Services
Session 19-20
Chapter 9 & 10
BV. CHAPTER 9 Creating Brand Equity Book Presentation
1. What Is Brand Equity? Case Study
2. Building Brand Equity
 3. Measuring Brand Equity
4. Managing Brand Equity
5. Devising a Branding Strategy
6. Customer Equity

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

BVI. CHAPTER 10 Crafting the Brand Positioning

1. Developing and Establishing a Brand Positioning

2. Differentiation Strategies
3. Positioning and Branding a Small Business

BVII. CHAPTER 17 Designing and Managing Integrated Marketing Communications

1. The Role of Marketing Communications Session 21-22

2. Developing Effective Communications Chapter 17 & 18
3. Deciding on the Marketing Communications Mix Book Presentation
4. Managing the IMC Process Case Study

BVIII. CHAPTER 18 Managing Mass Communications:

Advertising, Sales Promotions, Events and Experiences, and
Public Relations

1. Developing and Managing an Advertising Program

2. Deciding on Media and Measuring Effectiveness
3. Sales Promotion
4. Events and Experiences
5. Public Relations
Session 23-25
Chapter 19, 15, 16 & 4
BIX. CHAPTER 19 Managing Personal Communications: Direct and Interactive Marketing, Word of
Book Presentation
Mouth, and Personal Selling
Case Study
1. Direct Marketing Evaluations
2. Interactive Marketing
3. Word of Mouth
4. Designing the Sales Force
5. Managing the Sales Force
6. Principles of Personal Selling

BX. CHAPTER 15 Designing / Managing Integrated Marketing Channels

1. Marketing Channels and Value Networks

2. The Role of Marketing Channels
3. Channel-Design Decisions
4. Channel-Management Decisions
 5. Channel Integration and Systems
6. Conflict, Cooperation, and Competition
7. E-Commerce Marketing Practices
8. M-Commerce Marketing Practices

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

BXI. CHAPTER 16 Managing Retailing, Wholesaling, and Logistics

1. Retailing
2. Private Labels
3. Wholesaling
4. Market Logistics

MODULE C - THE STRATEGY

CII. CHAPTER 4 Conducting Marketing Research

1. The Marketing Research System

2. The Marketing Research Process
3. Measuring Marketing Productivity

CI. CHAPTER 14 Developing Pricing Strategies and Programs

1. Understanding Pricing Session 26-28

2. Setting the Price Chapter 14, 2 & 22
3. Adapting the Price Marketing Campaign
4. Initiating and Responding to Price Change Review Presentation
Wind-up & Marks

CIII. CHAPTER 2 Developing Marketing Strategies and Plans

1. Marketing and Customer Value

2. Corporate and Division Strategic Planning
3. Business Unit Strategic Planning
4. Product Planning: The Marketing Plan

CIV. CHAPTER 22 Managing a Holistic Marketing Organization

for the Long Run

1. Trends in Marketing Practices

2. Internal Marketing
3. Socially Responsible Marketing
4. Marketing Implementation and Control
5. The Future of Marketing
 Institute of Business Administration
MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

Grading Plan:

Item: Marks: Frequency / Due on:

Quizzes 05 Surprise basis

Mid Term 20 Middle of term (one paper)
Final 40 End of term
Book Presentation 05 Sessions 5 to 26
Buying Behaviors Exercise 05 Sessions 7 to 12
Case Study - Group Marks 10 Session 15 - 25
Case Study - Individual Presentation 05 Session 15 - 25
Campaign Review Essay & Pres. 05 Session 27
Marketing in Action 05 Each session starting session 5

Book Presentation:

Select a book to present orally to the class in two minutes, which you have read
thoroughly, and which has inspired you. It should not be directly related to personal
development, marketing, industry, management, competitiveness, finance,
banking, business and accounting, et al. Your choice should show another aspect
of your life or personality, where you will be graded on choice, passion and selling
skills.

Exercise on Comparison of Consumer & Organizational Behaviors:

The purpose of these exercises is to broaden your understanding of consumer and

organizational behaviors by bringing you face-to-face with customers. The first step
is to find five persons who are not members of this course, and who have recently
bought a good or service of the kind defined for each exercise described below.

Your task is to conduct in depth interview of about 10 - 15 minutes in length with

each customer. The goal of the interview is to understand the decision process that
governed the purchase of the product in terms that can be useful to a marketing
manager.

(A) Interview for: A consumer good costing less than Rs.100.

(B) Interview for: A consumer service.
(C) Interview for: A consumer product costing over Rs. 10,000.
(D) Interview for: An organizational purchase worth millions of rupees.
(E) Interview for: An organizational service contract.
The list of questions below are intended as a broad guide for structuring your in-
depth interviews. The format should not be followed dogmatically. Nor is the list
necessarily complete and exhaustive of the types of questions you need to ask, or

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

the level of detail for which you need to probe. Rather, you should try to stimulate a
lively and open discussion around these key question areas from which you can:
(a) develop a deep understanding of the purchase decision process; and (b)
surface the factors, in the environment and in the customers psyche, that really
determined why the customer acted the way she/he did.

Your task is to audit the choice process:

I. Who was in the decision-making unit?
II. Who actually bought the product or service?
III. Identify all those who played a role in the decision process.
IV. What different roles did the decision makers play?
V. What motivated the purchase?
VI. What problems did the product solve?
VII. What attributes seemed important?
VIII. Characterize the decision repeat or fist, casual or formal, deliberations
significance, etc.
IX. Characterize the decision-making process reason, search, sources,
alternates, place, etc.
Prepare a brief report (2-3 pages) for the five interviews and add a comparison of
the five situations. You will add documentary evidence of the purchase and the
interviews (pictures, business cards, names and contact numbers of the
interviewees, etc).

You will also be called upon to report and present to the class on your key insights,
especially on how you appreciate the difference in buying situations and the factors
that drive these buying decisions.
During the presentation, the students in the audience will be used as evaluators to
form a view on the performance of the presenter group. This is an exercise in peer
evaluations, responsibility and integrity. They will have to follow the bell-curve
principle in deciding the star performers and others. Crisp guidelines will be
provided based on group size and class composition. This exercise and evaluating
peers will test the following so prepare accordingly:

Appreciating buyer behaviors

Studying and comparing business and consumer markets
Managing situational pressures
Time management
Group coordination and unity
Acceptance of leadership
Ability of influencing, persuasion, decision-making and leadership
 Public speaking skills
Integrity and responsibility
Power of concentration and focus

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

Case Study:

These will be topical cases assigned to groups, where individual as well as group
efforts will be evaluated via presentations of 15 minutes per group. There is no
written report expected on the case study. Please remember that apart from
summarizing and answering the questions at the end of the case, you will also be
expected to:

Give a global overview of the company.

Comment on the companys current situation, especially with respect to the
case topic.
Investigate the companys presence in Pakistan.
Draw a Pakistani parallel on the topic of the case and investigate your chosen
companys similarities and differences to the case company. (The parallel must
be drawn conceptually, not by choosing a similar company or industry as in the
case).

Marketing in Action:

Students will be required to discuss their organizational work-life and their

observation of Marketing as they see it being practiced. This 10 minute
presentation will be evaluated on its depth of understanding and content, and the
format will be a free slow without any audio visual aid. An important determinant
of marks will also be how questions are handled by the student.

In rare instances where the student thinks the organization is not engaged in any
Marketing activity (almost impossible) to those students who are not working, the
course requires you to find a willing friend or relative (not from IBA) who will share
his / her organizational life details with you freely and let you spend a day or two in
his / her company to ask around and probe.
 Institute of Business Administration
MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

Marketing Campaign Review:

These will be based on recent promotional campaigns running on the media

presently, worked on by groups, where individual as well as group efforts will be
evaluated via a three thousand word essay and a given presentation. The
campaign has to be spread over multiple media, and each group will choose a
particular campaign, duly assigned by the instructor after discussions. The
assignment will be on first come first serve basis. The choice of the campaign will
be critical in determining the groups success or failure. Groups will also be
evaluated on how they apply the textual knowledge to a practical situation as per
the format below:

Introduction
o Theme and concept
o Demonstration
o Message Execution
Offering
o The product and brand
o Stage in product life cycle
o Market share
Communication objectives of the various promotional tools used
Target Audience
o Who
o When
o Where
o How
Message Design
o Appeal
o Structure
o Format
o Source
Media
o Placement
o Time / Date / Day etc.
o Costs
Critique
o Positives
o Negatives
o Recommendations
 Institute of Business Administration
MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

Degree Program Objectives and how MM Links to them:

MBA Program - Mission Statement

MBA students are IBAs assets. We must continuously invest and add value in
our assets. We will educate them by providing the best possible environment for
learning and personal development. We will do it by
developing their business acumen, preparing them for real life ethical
dilemmas, conflicting decisions and paradoxes and developing them as
competent and
socially sensitive business leaders.

MBA Program Objectives related to Marketing Management

To develop and groom ethical and competent business leaders by providing:

1. Business acumen, knowledge and skills of the business, technology and

management. With rigor of class room teaching and engagement with
strategic level decision makers from local and global organizations.
2. Develop and groom competencies including communication and leadership
by inculcating drive for success, disciplined, hard work with innovative as
well as analytical problem solving skills.
3. Developing both the local and global mindset with national, regional and
global business perspective by using case method and experiential projects
within national and International organizations.
4. Foster entrepreneurial spark and mindset.
5. Develop ethical business leaders and not just managers.
6. Develop critical thinking, creativity, divergent thinking & team building skills.

MBA Program Outcomes related to Marketing Management

1. Develop an ability to make well informed decisions which are ethically sound
and profitable in different organizational situations.
2. Enhance value creation in personal and professional aspects with strong and
proficient interpersonal & teamwork skills, written, oral communication and
listening abilities.
3. Utilize information, literary and computing skills to effectively prepare and
present reports for various purposes.
4. Planning and implementation of different business and functional issues and
 agendas within the business organization.
5. Continuous engagement in professional development and personal
effectiveness.

Institute of Business Administration

MARKETING MANAGEMENT COURSE OUTLINE
MBA - SPRING 2017

AACSB Accreditation:

Your course has also been selected for IBA's AACSB accreditation. Accreditation is
an international accreditation process of validation, in which colleges, universities
and other institutions of higher learning are evaluated. It stands for Association to
Advanced Collegiate Schools of Business. IBA is striving to become the first
business school in the country to get accredited by AACSB. You can read more
about the accreditation here: http://www.aacsb.edu/accreditation/business/

AACSB has 15 standards on which an institute is evaluated. One of the standards

is 'Assurance of Learning' and the process of defining learning goals and
assessing them throughout the semester is part of that. Due to this, you will also
be graded and reported on the following learning goals and traits mapped to this
course:

1. Learning Goal - Communication Skills

The students are able to communicate effectively in a wide variety of business
settings, employing media such as written, oral and visual.
Evaluated Traits
A: Presentation: Effective use of presentation tools and IT equipment
B: Listening Skills: Ability to accurately receive and interpret messages in the
communication process
Method
Mid Term, finals, case presentation, buyer behavior exercise presentation, book
presentation, marketing in action presentation and class participation

2. Learning Goal - Team Skills

Students will demonstrate teamwork skills necessary for productive and effective
management and decision-making.
Evaluated Trait
Understand and demonstrate ability to manage team building processes.
Method
Case group assessment, buyer behavior exercise report, group term report and
class participation

3. Learning Goal - Glocal mindset

Think global and act local
Evaluated Traits
A: Ability of students to understand the influence of local business and political
environment, culture, practices and economics .
B: Recognizing host locations values, practices, constraints and cultural norms
when making business decisions
Method
Case presentation, buyer behavior exercise presentation, marketing in action
presentation and class participation