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Postgraduate & Mid-Career Development Unit

Faculty of Management & Finance

University of Colombo

Title of the Programme: MBA in Marketing (2008 - 2010)

Semester: Semester II – First half
Title of the Course: MBA 536 – Marketing Management
Name of Lecturer: Dr. K. Kajendra (Ph.D., MBA, M.Com, B.Com), Senior Lecturer in Marketing.
Course Status: Compulsory -
No. of Credits: 02
Contact Hours: 30 hrs
Rationale & scope: Marketing is a fast-paced, cotemporary, business discipline. We all engage in marketing activities or are
affected by them on a daily basis, both in our business-related roles and as consumers. Most of the businesses neglect the
importance of the marketing concepts and philosophy that leads to failure of the company. Also, rapidly changing environment
provide great challenges to marketers. Therefore, proper understandings of marketing concepts, philosophy, and post-modernism,
marketing process and strategies and effective implementation would help to marketers to survive in the competitive market.
Having understood this need of theoretical sensitivity among professional marketers, this course aims to provide some insights into
the depth and scope of marketing as a scientific discipline.

Learning Outcomes: After completing the programme, the student should be able to: demonstrate the knowledge of the evolution
of the marketing concept, to contrast the various business philosophies, to be able to understand the internal and external
environmental factors, to be able to understand the new development of post-modern marketing, and understanding the importance
of the customer orientation, and marketing strategic plan, able to define and to develop strategies for marketing mix.
Pedagogical Methods: lectures, Case studies, Presentation and workshop.

Course Contents:
Session Topic Leaning Materials Due dates for Assignment and
Class Room ,
1 - Introduction to marketing, Chapter 1 in the text book Announcement of group
26.06. 2010 Marketing concept and philosophy, of ‘Marketing’ by Pride assignment-
and Marketing management and Ferrel.
process. Case on Better Mouse
2 - Marketing Myopia - Chapter 5 in the text Presentation on Marketing
03.07. 2010 - Concept of Postmodern book of Marketing’ by Environment by Group No. 1.
Marketing. Pride and Ferrel.
- Marketing Research and - Article on “Marketing
Information System. Myopia”,
Article on “Evolution of
Marketing Concept and
Discipline: Glancing
Over the Literature”
3 - Understanding the Marketing Chapter 2 in the text book Presentation on Consumerism
10.07. 2010 Strategic Planning Process. of ‘Marketing’ by Pride by Group No. 2.
and Ferrel.
4 - Segmentation, Targeting Chapter 6 in the text book Presentation on Social
17. 07. 2010 and Positioning Strategies. of ‘Marketing’ by Pride Responsibility, and Ethics in
and Ferrel. Marketing by group No. 3.
- Developing marketing plan Announcement of individual
5 - Consumer buying behaviour. Chapter 7 in the text book Presentation of Article review
24.07. 2010 - Developing marketing plan of ‘Marketing’ by Pride on Market Segmentation,
and Ferrel. Product Differentiation, and
Marketing Strategy by group

6 Product Planning: Product concepts, Chapter 10, 11, and 12 in Presentation on Business
31.07. 2010 Developing new product, Managing the text book of Market and Buying
brand equity, and The product life ‘marketing’ by Pride and Behaviour by group No.5.
cycle. Ferrel.
Developing marketing plan

31.07. 2010 Class Room Test (MCQ test) This test cover sessions 1 to 5.

7 Reaching the Customer: Channel of Chapter 14 in the text Presentation on ‘Service

07.07. 2010 distribution, Selecting marketing book of ‘Marketing’ by Marketing’ by group No.6.
channel, Intensity of market coverage, Pride and Ferrel.
New modes of distribution,
Developing marketing plan
8 Integrated Marketing Chapter 16 in the text Presentation on Retailing and
14.08. 2010 Communication. book of ‘marketing’ by Wholesaling by group No.7.
Advertising: Advertising structure Pride and Ferrel. Submission of Individual
and contents, Advertising media, Assignment.
Client-agency relationship,
Advertising research, and Creative vs.
effective advertising.
Developing marketing plan

9 Pricing for results: The pricing Chapter 19 and 20 in the Presentation on Personal
21.08.2010 process, Selecting a pricing approach, text book of ‘Marketing’ selling.
Events marketing, and Ambush by Pride and Ferrel. Sales Promotion by group
Marketing. No.8.
Developing marketing plan

24.08.2010. Work Shop: Presentation on Submission of Project Report.

From 12.30 Marketing Strategic Plan for a
to 6.30 Selected Product.
10 Chapter 9 in the text book Presentation on Direct
28.08.2010 Global aspects of Marketing. of ‘Marketing’ by Pride Marketing by group No.9.
Developing marketing plan. and Ferrel.

Mode of EvaluationContinuous Assessment

Individual Assignment 10
Group Assignment and Presentation 20
Class Room Test 10
Class Room Participation 10 50
End of Semester Examination 50
Total Marks 100

Method of Assessment of End of Semester Examination

Assessment will take the form of a ‘closed book’, written examination of three hours duration in which candidates will have to
answer Five questions including question number one from a selection of Six. Question number one carry 40 marks and other
questions carry equal marks.

Late submission policy:

Students are permitted to submit their assignments maximum up to five (05) working days after the due date with the penalty of
reduced marks. Penalty of late submission may be one (01) mark for each working day with the maximum of five (05) marks. No
assignment submitted after this late submission period should be accepted by the lecturer for marking. If any student requires more
than five working days to submit the assignment for a reason acceptable to the Faculty he or she should make that request well in
advance. From the Programme Coordinator”

Academic misconduct, cheating and plagiarism:

Plagiarism is the presentation of another’s academic work without acknowledging appropriately. Whether one presents another’s
academic work as one’s own intentionally or unintentionally, it is taken as academic misconduct. Not only direct quotation but
also paraphrasing should be acknowledge appropriately i.e. in text citation and referencing following the APA Manual. Even with
proper acknowledgement, inclusion presentation of another’s academic work in a given assignment should be limited and the limit
may vary from one assignment to another.

Often reported forms of cheating may include copying of another student’s work completely or partly, getting another to do the
assignment completely or partly, inclusion of the name(s) of student(s) who has/have not contributes to the assignment
appropriately and reporting fieldwork which the student(s) has/have not carried out.”
Reading List:
Recommended Text:
• William M. Pride, and O.C. Ferrel (2010), Marketing: Planning, Implementation, and Control.(New Delhi:
Cengage Learning, India Private Ltd).
Additional Reading:
• Philip Kotler, and, Lane Keller (2009). Marketing Management,13th Edition (New Delhi: PHI Learning Private
• Philip Kotler, & Gary Armstrong, (2003), Principal of Marketing, 10th edition (New Delhi: Prentice – Hall of India
Private Ltd).
• E.J.McCarthy and William D. Perreault (1993) Basic Marketing, 10th Edition, (Boston:Irwin,Homewood,IL 60430).
• Joel R. Evans and, Barry Berman (2007), Marketing Management (New Delhi: Cengage Learning, India Private
• Journal of Marketing
• Journal of Marketing Research
• Harvard Business Review
• Journal of Consumer Research
• European Journal of Marketing
• International Journal of Research in Marketing
• Business Marketing digest