St.

Marys University College School of Graduate Studies MBA Programme Marketing Management Academic Year: 2012/13, Semester 1
Credit hrs Course Code Subject level Course Status Instructor :2 : MBA 562 : Postgraduate : MBA Core : Dr. Getie Andualem

COURSE DESCRIPTION This course develops essential marketing knowledge and competencies that guide general and functional managers in their strategic and day-to-day decision making. It challenges common thinking and helps participants become effective market-oriented managers.

COURSE OBJECTIVE/OUTCOMES Upon successful completion of this subject students should be able to: apply of marketing theories, frameworks and concepts to managerial decision contexts apply analytical perspectives and decision tools, which underlie creative marketing decision-making formulate and implement marketing strategies that drive organizational growth present more effectively in an informal and formal manner the findings of the group work components.

TEACHING AND LEARNING METHODS The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate and case deliberations; and the workshops are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources.

COURSE CONTENT Unit 1: Overview of Marketing Management. Reading and Exercises: Textbook, Chapters 1 and 2. (Week 1); 4 class hours, 8 self-study hours. Unit 2: Capturing Marketing Insights Reading and Exercises: Textbook, Chapters 3 and 4. (Week 2); 4 class hours, 8 self-study hours. Unit 3: Connecting with Customers Reading and Exercises: Textbook, Chapters 6, 7 and 8. (Week 3); 4 class hours, 8 self-study hours. Unit 4: Brand Management: An Overview Reading and Exercises: Textbook, Chapter 9 (Week 4); 2 class hours, 4 self-study hours. Unit 5: Developing Pricing Strategy and Program Reading and Exercises: Textbook, Chapter 14 (Week 4); 2 class hours, 4 self-study hours. Unit 6: Distribution Management Reading and Exercises: Textbook, Chapters 15 and 16. (Week 5); 4 class hours, 8 self-study hours. Unit 7: Integrated Marketing Communication (IMC) Reading and Exercises: Textbook, Chapter 17. (Week 6); 4 class hours, 8 self-study hours. Unit 8: Managing a Holistic Marketing Organization Reading and Exercises: Textbook, Chapter 22. (Week 7); 2 class hours, 4 self-study hours. Week 7: Revision session: 2 hours. Week 8: Presentation and Final Exam.

Assessment Assessment item 1 Weighting Task : Assignment (Individual) : 10% : It assesses the participants' understanding of underlying marketing theory and coherent integration of marketing frameworks and their appropriate application to business practice. Assessment item 2 Weighting Task : Final Exam (Individual) : 50% : There will be a formal final exam designed to assess students understanding of the theories, frameworks and concepts and their application. Assessment item 3 Weighting Task : Project Report (Group) : 40% : The group project requires the development of a managerially sound marketing plan. The project includes two components: a written report and a presentation. The grade assigned to the group is the grade given to every individual in that group, unless it is made clear that the group believes the distribution of work was uneven. Textbook Kotler & Keller (2012). Marketing Management, 14th Edition (Prentice Hall) References 1. Baral, S.K (2009). Advanced Approach to Marketing Management (Delhi: A.I.T.B.S) 2. Dayler, Peter (2002). Marketing Management Strategy (Hall) 3. Kotler, Philip (2009). Marketing Management, 13th Edition (New Delhi: Prentice Hall) 4. Kotler & Keller (2006). Marketing Management, 12th Edition (New Delhi: Prentice Hall) 5. Peter, Paul J. (2000). Marketing Management: Knowledge and Skills (Boston: McGraw Hill) 6. Ramaswany, VS (2004). Marketing Management: Planning, Implementation and Control (New Delhi: Macmillan) 7. Saxena, Rajan (2002). Marketing Management (New Delhi: Tata McGraw Hill) 8. Singh, Y.P. (2002). Effective Marketing Management (New Delhi: App. L) 9. Vincze, Anderson (2000). Cases in Strategic Marketing Management (Boston: H.M.C)