UNIVERSITY OF NAIROBI

SCHOOL OF BUSINESS
DEPARTMENT OF BUSINESS ADMINISTRATION
DMA 501: MARKETING MANAGEMENT
COURSE OUTLINE
LECTURER: DR MARY KINOTI
FRIDAY CLASS
mkinoti@yahoo.co.uk
m.kinoti@uonbi.ac.ke

A. COURSE OBJECTIVE

The primary objective of the course is to acquaint the students with fundamental
concepts, principles, techniques and research findings of the marketing discipline. This
will be accomplished through presentation of a broad framework of marketing process
comprising controllable decision areas (product, price, place, promotion, and probe) and
non-controllable factors (economic, technological, political-legal, social-cultural,
competitive, and physical environmental factors). Discussion on the customer/market
will be the focal point of the entire course.

Those who intend to specialize in other areas of business will find the course
professionally and academically useful since marketing interfaces with other functional
areas of business, namely; Accounting/Finance, Production/Operations, Human Resource
Management, Information Systems, and Research and Development. Potential marketing
majors should regard this course as a solid foundation upon which subsequent subjects
such as Strategic Marketing, Consumer Behavior, Marketing Research, and International
Marketing are to be built.

B. PEDAGOGICAL APPROACH

The lecture method will be used to introduce concepts, principles and techniques of
marketing management. Class discussions and presentations will also be used to provide

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 an opportunity to ‘practice’ what is learned. Finally, the students will research on a
specific marketing topic and present a paper on the same.

C. COURSE EVALUATION

The final examination grade will be based on the following:

%
a) Term Paper 25
b) Continuous Assessment Test 25

c) Final University Examination 50

Total 100

D. COURSE OUTLINE
Session 1: Introduction
§ The core concepts of marketing
§ Marketing management
§ Company orientations toward the market place
§ The rapid adoption of marketing management
§ Building customer value through quality, service and value.

Session 2: Scanning the Marketing Environment

§ Factors in the Company’s microenvironment
§ Forces in the Company’s macro-environment
§ Responding to marketing environment.

Session 3: Marketing Information Systems & Marketing Research

§ Concepts and components of a Marketing Information System
(MIS)
§ Internal reports system
§ Marketing intelligence system
§ Marketing research system

Session 4: Managing the Marketing Process and Marketing Planning

§ The marketing management process
§ Winning markets through market-oriented strategic planning

Session 5: Analyzing Consumer Markets and Buyer Behaviour

§ A model of consumer behaviour
§ Major factors influencing consumer behaviour
§ The buying decision process

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Session 6: Analyzing Organizational Markets and Organizational Buying
Behaviour
§ The industrial market
§ The reseller market
§ The government market
Session 7: Analyzing Competitors
§ Identifying the company’s competitors
§ Identifying the competitors strategies
§ Determining the competitors objectives
§ Assessing the competitors’ strengths and weaknesses
§ Estimating the competitors’ reaction patterns
§ Designing the competitive intelligence system
§ Selecting competitors to attack and avoid
§ Balancing customer and competitor orientations
Session 8: Identifying Market Segments and Selecting Market
Targets
§ Market segmentation
§ Market targeting
§ Product positioning

Session 9: Product Decisions

§ Managing products, product lines and brands
§ Developing, testing and launching new products and services.
§ Product life cycle
§ Consumer adoption process

Session 10: Pricing Decisions

§ Factors considered and price setting process
§ Adapting the price through pricing strategies/policies
§ Initiating and responding to price changes

Session 11: Channel of Distribution Decisions

§ The nature of marketing channels
§ Channel design decisions
§ Channel management decisions
§ Channel dynamics

Session 12: Communication & Promotion Mix 1

§ The communication process
§ Steps in developing effective communications
§ Designing effective advertising programmes
§ Designing sales promotion and public relations programmes
§ Personal selling and sales management

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 Session 13: Organizing, Implementing & Controlling Marketing
Programmes
§ Company organization
§ Marketing organization
§ Marketing implementation
§ Annual-plan control
§ Profitability control
§ Strategic control

E. READINGS CITED IN THE COURSE OUTLINE

(i) Bagozzi, R. P.: Principles of Marketing Management. New York: Macmillan

Publishing, 1991 Company.

(ii) Evans, Hoel R. & Barry Berman: Marketing. New York: Macmillan Publishing,
1990 Company.

(iii) Kibera, F. N. & B. C. Waruingi, Fundamentals of Marketing: An African

Perspective. Nairobi: Kenya Literature Bureau, 1988.

(iv) Kotler, Philip: Marketing Management: Analysis, Planning, Implementation

and Control. Englewood Cliffs, N. J.: Prentice Hall, Inc. 2000.

(v) Pride, William & O. C. Ferrell, Marketing: Concepts and Strategies. Boston:
Houston Mifflin Company, 1991.

(vi) Tull, Donald S. & Lynn R. Kable: Marketing Management. New York:
Macmillan Publishing Company, 1990.

(vii) West, Alan: Understanding Marketing. London: Harper & Row Publishers,
1987.

F. OTHER USEFULL REFERENCE MATERIALS

1. Books

(i) Bolt, Gordon J.: Practical Sales Management. London: Pitman Publishing,
1987.

(ii) Cohen, William A., The Practice of Marketing Management. New York:
Macmillan Publishing Company.

(iii) Kinnear Thomas C. & James R. Taylor: Marketing Research: An Applied

Approach. New York: McGraw-Hill Inc., 1991.

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 (iv) Kinsey Joana, Marketing in Developing Countries, 1998.

(v) Malumo Siyanga, Introduction to Marketing in Africa. London: Macmillan

Publishers Ltd. 1986.

(vi) Moutinho Luiz: Problems in Marketing: Analysis and Applications. London:

Paul Chapman Publishing Ltd. 1991.

(vii) Pattern Dave: Successful Marketing for the Small Business. London: Kogan
Page Ltd. 1989.

(viii) Runyon Kenneth E.: Consumer Behavior. Columbus, Ohio: Charles E. Merrill
Publishing Company 1980.

(ix) Schiffman Leaon G. & L. L. Kanuk: Consumer Behavior. Englewood Cliffs,

N. J.: Prentice Hall Inc. 1987.

(x) Stern Louis W. & Adel I. El-Ansary: Marketing Channels. Englewood Cliffs,
N. J.: Prentice Hall Inc. 1988.

(xi) Okatch F O: Marketing Management Systems 2002

2. Journals, Theses, Periodicals etc.

(i) Journal of Marketing. Chicago AMA, Various Issues.

(ii) European Journal of Marketing, Various Issues.
(iii) SOKONI: Journal of Marketing Society of Kenya.
(iv) Management: Journal of Kenya Institute of Management (KIM), Relevant
Articles.
(v) The Executive: Relevant Articles
(vi) Relevant sections of Daily Newspapers, weekly magazines and monthly
periodicals.
(vii) Relevant Theses and Projects available in the library.

Please remember the following:-

“There is only one boss: The customer. And he /she can fire everybody in the company, from the
chairman/CEO on down, simply by spending his money somewhere else” .Sam Walton (1918-
1992) , founder ,wal-mart stores

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