Bangladesh Open University

MBA (Evening) Program, Semester: Summer 2018

MARKETING MANAGEMENT
Course Code: MKT 5315, Credit Hours: 3
COURSE OUTLINE
Instructor: Ms. Adiba Anis, Faculty Member, School of Business, Bangladesh Open University
To e-mail me, please type “Marketing Class” into the subject line
E-mail: adiba10mkt@gmail.com, Phone: (+88) 018-18644137
If you miss class, please email any written assignments that are due that evening
Textbook: Marketing Management (13th edition or 15th edition) by Philip Kotler, published by
Prentice-Hall

Course Objectives:
In today’s fast-paced world, marketing has become more complex. Changes in technology and
consumer and business needs, as well as, increased globalization pose new challenges for
marketers. These events have made marketers more aware of the necessity for careful but
speedy analysis and decision-making. The implication is that marketing management as a field
of study has become more important.
Marketing management is the art of optimal manipulation of the marketing mix to achieve
business goals. It encompasses activities such as demand creation and stimulation, positioning,
product differentiation, product and brand management among others. All these activities
involve planning, analysis, and decision-making.
This course is geared toward providing an understanding of the rationale for marketing
decisions from a managerial perspective. It also seeks to provide a framework for decision-
making that is logical but does not stifle creativity. To meet these goals, this course will require
the integration of theory and practice. Students will have to make strategic marketing decisions
based on analytical techniques they will learn in this course. They will have to devise a plan that
is based on a sound conceptual framework, to implement the decision. It is hoped that through
this exercise students will learn the value of marketing management in business.

Course Policies:
1. Students are responsible for all assignments and must participate in class discussions.
2. Strict adherence to academic integrity is required. No cheating or plagiarism will be
tolerated. Talking during exams shall be construed as cheating. Any act of academic
dishonesty shall be dealt with severely.
3. Participating in the Presentation session is mandatory. The number of participants in
presentation sessions will be decided by the course teacher.
4. Attendance and class participation counts and so does your behavior.
Marks Distribution
Case Study/
Class Mid-Term Mid-Term Final
Assignment/ Quiz Total
Participation Examination-1 Examination-2 Examination
Presentation/
10% 10% 10% 15% 15% 40% 100%

Lecture Structure:
The lecture/discussion method will be the mode of instruction.
Topics
Part 1. Understanding Marketing Management

Quiz 1
1 1. Defining Marketing for the New Realities
2. Developing Marketing Strategies and Plans
Part 2. Capturing Marketing Insights

Midterm 1
3. Collecting Information and Forecasting Demand
2 4. Conducting Marketing Research
Part 3. Connecting with Customers
5. Creating Long-term Loyalty Relationships

6. Analyzing Consumer Markets

Quiz 2
3 7. Analyzing Business Markets
8. Tapping into Global Markets
Part 4. Building Strong Brands

Midterm 2
9. Identifying Market Segments and Targets
4 10. Crafting the Brand Positioning
11. Creating Brand Equity
12. Meeting Competition and Driving Growth
Part 5. Shaping the Market Offerings
13. Setting Product Strategy
5 14. Designing and Managing Services Finals
15. Introducing New Market Offerings
16. Developing Pricing Strategies and Programs
Presentation and Assignment Topics:
6
Topics will be Selected and Decided during the class sessions.