You are on page 1of 6

INSTITUTE OF MANAGEMENT SCIENCES

BAHAUDDIN ZAKARIYA UNIVERSITY, MULTAN


***************************************************

Course Plan Marketing Management


MBA I (1st) Semester

Session 1
Introduction to Marketing
• Definitions
• Marketing Concept, Selling Concept, Production concept
• Marketing Exchange Process
(Source-Ch 1 PK)
Session 2
• Relationship Marketing
• Societal Marketing
• Supply Chain Management
(Source-Ch 1 PK)
Session 3 Strategic Marketing
• Corporate Level Strategies
• Defining the Corporate Mission, Vision, Goals & Objectives
• BCG Approach
(Source-Ch 2 PK)
Session 4
• New Business Strategies
• Intensive Growth
• Integrative Growth
• Diversification Growth
(Source-Ch 2 PK)
Session 5 Strategies for Business Units
• Business Mission, Vision, Goals & Objectives formulation
(Source-Ch 2 PK)
Session 6
• SWOT Analysis
• Strategy Formulation, Program formulation, feed back & control
(Source-Ch 2 PK)
Session 7
Market Planning Process
• Value Delivery Sequence
• Contents of Marketing Plan
(Source-Ch 2 PK)
Session 8
• Environmental scanning
(Source-Ch 3 PK)
Session 9
Marketing Research and Marketing Information System
• Types of Research
• Types of Data
• Sources of Data
(Source-Ch 4 PK)
Session 10
• Methods of Conducting Research.
Sampling Process
(Source-Ch 4 PK)
Session 11
• Marketing Information System
• Marketing Intelligence system
(Source-Ch 4 PK)
Session 12
• Analysis of Marketing Plan-Case Discussion (Rise and Fall of EMI
Scanners) (Marketing Plans-by Malcolm McDonald 1995)

Session 13
Target Market Strategies
• Defining Market Segmentation, Micro Marketing, Mass Marketing
(Source-Ch 8 PK)
Session 14
• Bases for Market Segmentation, Demographic, Psychographic Segmentation
• Behavioral Segmentation
(Source-Ch 8 PK)
Session 15
Consumer Behavior
• Factors Influencing Buyer’s Decision Making Process
(Source-Ch 6 PK)
Session 16
• Buying Decision Process
• Buying Roles
• Stages of Buying Process
(Source-Ch 6 PK)
Session 17
• Organization Buying Behavior
(Source-Ch 7 PK)

Session 18

Dealing with the Competition


Defining Competition, Forms of Competition, Concept of Competitive Advantage
(Source-Ch 11 PK)

Session 19
Identifying Competitors
Analyzing Competitors
(Source-Ch 11 PK)
Session 20
• Designing Competitive Strategies
(Source-Ch 11 PK)
Session 21
Setting Product Strategy
• Defining Product Characteristics and Classifications
• Product Mixes
(Source-Ch 12 PK)
Session 22
• Product and Brand Relationships
• Packaging, labeling
(Source-Ch 12 PK)
Session 23
• Brand Equity (Ch-9)
• Brand Positioning (Ch-10)
Article: Determinants of Brand equity (emaraldinsight.com)

Final Term
Session 24
• Brand Positioning (continued) (Ch-10)
• Case Study- Positioning Strategies of ICI-Dulux (Pakistan)

Session 25
• Product Life Cycle
(Source-Ch 10 PK)
Session 26

Article Presentation & Discussion-- New product launch "mix" in growth and
mature product markets Hart, Susan; Tzokas, Nikolaos
Benchmarking: An International Journal; Volume 7 No. 5; 2000

Session 27
Developing Pricing Strategies and Programs
• Understanding Pricing
• Setting the price
(Source-Ch 14 PK)

Session 28
• Setting the Price
• Adapting the Price
(Source-Ch 14 PK)
Session 29
Designing and Managing Value Networks and Channels
• Role and Importance of Marketing Channels
• Value Networks
(Source-Ch 15 PK)
Session 30
• Channel Design and Channel Management Decisions
(Source-Ch 15 PK)
Session 31
• Channel Integration and Systems
• Channel Conflicts, Cooperation and Competition
(Source-Ch 15 PK)
Session 32
• Retailing
• Types of Retailers
• Trends in Retailing
• Private Labels
(Source-Ch 16 PK)
Session 33
• Wholesaling
• Market Logistics- Objectives and Decisions
(Source-Ch 16 PK)
Session 34

• Supply Chain Management


Source-(Purchasing and Supply Chain Management, Emaraldinsight.com)

Session 35

Article: Supply chain management: the re-integration of marketing


issues in logistics theory and practise by Svensson, Goran European
Business Review; Volume 14 No. 6; 2002
Session 36

Managing Mass Communications


• Advertising: Definition, Frequency, Reach and Impact, Media Selection
(Source-Ch 18 PK)
Session 37
• Advertising (Continued)
(Source-Ch 18 PK)
Session 38
• Publicity and Public Relations
• Sales promotion: Objectives, Sales promotion Techniques
• Advertising versus sales promotion
(Source-Ch 18 PK)
Session 39

• Managing Personal Communications


• Direct Marketing
(Source-Ch 19 PK)

Session 40

Article Presentation and Discussion—Advertising vs Sales Promotion: A Brand


Management Perspective By George Law, Jakki J. Mohr.
Journal of Product and Brand Management Vol. 9, No. 6 2000

Session 41
Service Marketing
• Nature of Services, Difference between products and Services
• Service Mix
(Source-Ch 13 PK)

Session 42
• Marketing of Service Organizations
(Source-Ch 13 PK)

Session 43
Introducing New Market Offerings
• Challenges in New Product development
• Managing the Development Process
• The Consumer Adoption Process
(Source-Ch 20 PK)
Session 44

Article-- The Internet: new international marketing issues


Eid, Riyad; Trueman, Myfanwy
Management Research News; Volume 25 No. 12; 2002

Session 45
• Entering Global Markets
(Source-Ch 21 PK)
Reference Material
• www.google.com
• www.emaraldinsight.com
• Research Articles

Books

• Marketing Management, 12th Edition by Philip Kotler


Published in 2006 by Prentice_hall of India
• Fundamentals of Marketing, 8th Edition by William J. Stanton
• Basic Marketing, 14th Edition by McCarthy E. Jerome
• Levy and Weitz, “Retailing Management” Fourth Edition, Published
in 2001 by McGraw-Hill Irwin Companies Inc.
• International Marketing, 11th Edition by Philip Cateora, John
graham
Published in 2002 by McGraw Hill Inc.
• A.J.van Weele “Purchasing and Supply Chain Management”,
Published by Thomson Learning TM in year 2000.

Course Instructor: Prof. Dr. M. Zafarullah


Assisted by:Mr. M. Haroon Hafeez