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STUDY GUIDE BMMK5103 Marketing Management

Due to the changing environment, firms are now increasingly recognising the
importance of developing intelligence and strategic insights about market
and consumers. This course focuses on enhancing your understanding on
the aspects of marketing management particularly in the area of marketing
management strategies and implementation, a task undertaken in most
companies at the strategic business unit level.
The course will cover the major aspects of marketing decision-making: role
of marketing in business organisations; analysing marketing opportunities;
developing marketing strategies; and implementing and controlling marketing
efforts. The course is interactive in nature, involving discussions, case
analysis and assignments.
This course introduces you to aspects of marketing and markets particularly
on the understanding of marketing and market analysis. The course then
goes on to cover the issues of marketing strategies development specifically
the areas of segmentation, positioning and new product development as well
as the development of pricing strategies and pricing programmes. There are
also important topics such as marketing channel design and development,
marketing communication and promotional mix decisions. This course
concludes with discussion on aspects of marketing implementation and
control with one special topic which is international marketing management.
The general aims of this course are to:
1. Facilitate you in appreciating the importance of marketing in ensuring
continued success of business organisations;
2. Help you understand the marketing process and its underlying
concepts; and
3. Assist you in developing and implementing marketing plans and
STUDY GUIDE BMMK5103 Marketing Management

Learning Outcomes
By the completion of this course, you should be able to:
1. Apply the knowledge of the various concepts in marketing and the
importance of marketing in ensuring continued success of business
2. Define the marketing process;
3. Apply the concepts learned in formulating marketing strategies for
various business situations;
4. Apply the conceptual understanding into marketing plans and
programmes; and
5. Make appropriate decisions in marketing management.
Study Load
Ìt is a standard OUM practice that learners accumulate 40 study hours for
every credit hour. As such, for a three-credit hour course, you are expected
to spend at least 120 hours of learning. Table 1 gives an estimation of how
the 120 hours can be accumulated.
TabIe 1: Allocation of Study Hours
Activities No. of Hours
Reading course materials and completing exercises 60
Attending 5 seminar sessions (3 hours for each session) 15
Engaging in online discussions 15
Completing assignment(s) 20
Revision 10
Total 120
Main Textbook(s)
Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.).
New Jersey: Prentice Hall.
STUDY GUIDE BMMK5103 Marketing Management
AdditionaI Recommended Readings
Boone, L. E., & Kurtz, D. L. (2004). Contemporary marketing (11th ed.).
Mason, Ohio: Thomson Learning.
Boyd, W., & Warker, C., (2002). Marketing management: A strategic decision
making approach (4th ed.). New York: McGraw Hill.
Karunakaran, K. (2008). Marketing management. Mumbai, Ìndia: Himalaya
Publishing House.
Kotler, P. (2003). Marketing management (14th ed.). New Jersey: Prentice
Lancaster, G., & Reynolds, P. (2006). Management of marketing. UK: Taylor
& Francis.
Peter, P., & Donrelly, H., (2003). A preface to marketing management
(9th ed.). New York: McGraw-Hill.
Please refer to myVLE for information on the assessment format and
STUDY GUIDE BMMK5103 Marketing Management