MKT - 351 MARKETING MANAGEMENT

Rev No:FMS/MMS/BOS/038 Program: BBA I – 2 Yrs

ACD/01/002 BBA-5
1a. Goal This course is designed to equip students with the knowledge of managing markets in
order to gain competitive advantage through using specific strategies.
1b. Objective They are able to design unique tactics in order to gain competitive advantage for
achieving organizations financial and commercial objectives. They can easily
understand the marketing management techniques.

1c. Learning
1. Acquire an understanding of fundamental concepts of Marketing.
Outcome
2. Acquire an understanding of the scope of marketing covering different
functions of a marketing manager.

3. Be conscious of ethical and legal implications of marketing decisions.

4. Acquire conceptual knowledge and analytical skills to systematically analyze

and solve marketing problems.

5. Develop communication skills in preparing written reports containing detailed

analyses of marking problems and alternative solutions.
6. Integrate various elements of marketing to develop marketing plans for
specific marketing activities.
2. Instructions Students must adhere to following: -
1. Must Login have prepared for the class.
2. Must login class ten minutes before start
3. Must ensure connectivity and accuracy of the gadget
4. Must read the topics to be discussed in advance.
5. Must complete all assignments in time.

3. Attendance Students are required to maintain 75% attendance.

4. Books
Text books (B1): Marketing Management (Eleventh Edition) By Philip Kotler.
(B2): Marketing by Williams J. Stanton (latest Edition)

5. Assessment
Activity Marks Frequency Selection Weightage
Quiz 10 Three Best 2 10% -
Assignments 30 Two - 30%
Mid-Term 20 One - 20% -
Final 40 One - 40% -

Grade Percentage GPA Grade Percentage GPA

A+ 85% & above 4.00 C 60% - 64% 2.00
A 80% – 84% 3.75 F Below 60% 0.00
B+ 75% - 79% 3.50
B 70% - 74% 3.00
C+ 65% - 69% 2.50

6. LECTURE-WISE COURSE BREAKDOWN

Study Learning Outcome
Session Topics Covered
Ref.
 Student knows what they are
going to learn in this course
Introduction of the course  Student must understand
Defining Marketing Management course
Need Hierarchy Lesson –  material and know how
1
New Economy 1 about customer problems
Demand States and its identification and
Marketing Management Philosophy how as market start to
understand customers’
needs.

Address: 84 – B, S.M.C.H.S. Karachi. Tel: 92 - 21 - 34314970-3 Fax: 92 - 21 - 34525525 URL: www.kasbit.edu.pk

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  After identification of need
Defining Customer Value And Satisfaction
Student must understand
Delivering Customer Value And Satisfaction Lesson –
2 how to satisfy customer and
The Nature Of High Performance Business 2-3
will provide solution of
Generic Value Chain Model
those needs/issues.
 Student must understand all
about competitor, how
Industrial Concept of Competition
competition can be threat, and
Industrial Concept of Competition
Lesson – must understand how to respond
3 Factors affecting Industrial Concept of
9 those threats, When to use
Competition
different types of strategies
Market concept of Competition
against competitors and their
impacts.

 Student must understand all

about competitor, how
Factors affecting Market Concept of competition can be threat,
Lesson – and must understand how to
4 Competition
9 respond those threats, When
Strategies for various types of Competitions. to use different types of
strategies against
competitors and their
impacts.
 Student must understand all
about competitor, how
competition can be threat,
Market Leader Strategies, Market
and must understand how to
Challenger Strategies Lesson –
5 respond those threats, When
Market Follower Strategies and Nicher 9
to use different types of
Strategies
strategies against
competitors and their
impacts.
 student Must understand
Developing and Communicating a Positioning
Lesson – importance of positioning, and
6 Strategy
11 how to positioned its product in
Adding Further Differentiation
competitive environment
Differentiation Tools  Student Must understand role of
Product Life-Cycle Marketing Strategies Lesson – different stages of product and
7
Marketing Strategies from Introduction 11 what managers should at
stage to Decline stage different levels.
8 Term-Exam-1
 Student Must understand the
importance of price, and know
Setting the Price Lesson –
9 the strategies to set prices for
Adapting the Price 16
different products in different
markets.
 Student must understand
Initiating and Responding to Price Changes Lesson – difference between retailing and
10
Retailing 16 wholesaling and should know
channels of distribution
 Student must understand
difference between retailing and
Wholesaling Lesson –
11 wholesaling and should know
Market Logistics 18
channels of distribution

Purpose of Sales Promotion  Student must understand the

Public Relations Lesson – significance of communications
12
20 with customers, also must know
Direct Marketing effects of promotions on sales.
13 Lesson –  Student must understand the
Designing The Sales Force 20 power of sales on
Managing The Sales Force organizations effectiveness.
Motivating the Sales Force 
 To assess the topics covered
Address: 84 – B, S.M.C.H.S. Karachi. Tel: 92 - 21 - 34314970-3 Fax: 92 - 21 - 34525525 URL: www.kasbit.edu.pk

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 up to the last week before
term exam.
 Students must understand
the importance of clear
goals to the sales team
14 Final Exam

__________________________________
Course supervisor: Ms. Mehwish Jabeen
Assistant Professor
E-mail: mehwish.Jabeen@kasbit.edu.pk

Address: 84 – B, S.M.C.H.S. Karachi. Tel: 92 - 21 - 34314970-3 Fax: 92 - 21 - 34525525 URL: www.kasbit.edu.pk

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