Course Syllabi

Marketing Management
Undergraduate Syllabus 2019

Dr. Priyan P. Khakhar PhD.

Aharonian Bldg. 005
Priyan.khakhar@haigazian.edu.lb / Priyankhakhar@gmail.com

Course Description

This course is designed to introduce the basic concepts and practices of modern marketing as
they are applied in a variety of settings: in product and service companies, in small and large
businesses, in bricks and mortar companies and in e-commerce companies. When you complete
this course, you should not only have a thorough understanding of marketing, but also improved
transferable skills (e.g. writing, presenting, applying technology, leading, decision making,
working in teams, etc.) that employers are now demanding from university postgraduates.

Instructional Methods

Through the use of a combination of lectures, case studies, and discussions, students will learn
the fundamentals of marketing management. Numerous examples of how various theories and
concepts are used in practice will be integrated throughout the course to fully help students
understand and apply marketing principles. Students will be able to enhance their analytical
skills in evaluating various marketing concepts.

Course Learning Outcomes (LO’s)

After successful class discussions, assignments, examinations, and projects submissions, students
will have the following learning outcomes accomplished:

1. To provide a basic understanding of the marketing core concepts and philosophies.

2. To assess marketing’s role in strategic planning and government policy

3. To identify environmental variables that affect marketing decisions

4. To identify the behavioral dimensions of the consumer and business markets

5. To understand the identification and selection of target markets, and the development of
the appropriate 4P’s in SME, MNE and Government Policy making

6. To develop analytical skills required to evaluate marketing issues, apply marketing

concepts, develop and recommend solutions to marketing problems.
Required Course Textbook

“Principles of Marketing – Arab World Edition”

Kotler, Armstrong, Tolba, & Habib, 1st edition, 2011, Pearson Education Limited

PLUS additional readings: Instructor handouts or articles provided, including case

discussions including:

Course Content

Topic Chapter
Marketing: Creating & Capturing Customer value 1
Company & Marketing Strategy: Partnership to Build Customer Relationships 2
Analyzing the Marketing Environment 3
Marketing Research 4
Consumer Behavior 5
Business Markets & Business Buyer Behavior (Partial Coverage: pp.: 152 – 165) 6
Customer-Driven Marketing Strategy: Creating Value for Target Customers 7
Product, Services, & Brands: Building Customer Value 8
New Product Development & Product Life-Cycle Strategies 9
Pricing Strategies (Excluding pp.: 271 – 282) 10
Communicating Customer Value: Integrated Marketing Communication Strategies 11
Managing Marketing Channels: Delivering Customer Value (Partial Coverage: pp.: 14
400 – 417)

Course Evaluation

Attendance & Participation 10%

Missions / Assignments 30%
Midterm Exam 30%
Final Exam 30%

• Attendance & Participation (10%)* subject to change

The university policies and regulations made it clear that attending classes, lectures,
case presentations, and so forth is mandatory. That is, students are not allowed to
miss classes.

If by any chance a student misses a class, he/she must provide a valid excuse for his/
her absence. Students are not allowed to miss more than 6 class sessions for a 3-
credit course that meets three times weekly or 4 class sessions for a 3-credit course
that meets twice weekly, all of which are with valid excuses. If a student misses
classes, the instructor will warn the student with a Notification of Excessive Absences.
If the student misses more sessions than allowed by the instructor, then, his/her grade
 will be recorded as XF and credit will not be given for the course. There are no
exceptions.

Moreover, students are required to attend the classroom sessions on time. That is, no
late comers are allowed to enter the class more than 5 minutes late. If the student is
late less than 5 minutes it is required from him/her to enter the class in a quiet manner
and not disturb his/her classmates. The instructor has to right to dismiss the student if
this jeopardizes the focus of the class. No admission to class is allowed later than 5
minutes.

The theme of the course also requires students to participate effectively and
professionally during class discussions. In fact, participation is encouraged especially
when dealing with case studies and discussing certain issues.

It is expected that each student respects what is called “classroom etiquette”. Phone
calls, web surfing, checking e-mail, BBM, MSN, or mobile chatting, etc. are prohibited in
class. Hence, you are requested to put your mobile phone silent and not to use it in
class!

• Examinations (Midterm Exam 30%, Final Exam 30%)

The examination will be based on materials covered in class, discussions, handouts, and
any article presented for the course. The exam may consist of a combination of
multiple-choice, true/false, and short-essay questions. The instructor will specify the
date and time of the exam and the materials and chapters to be assessed in that
particular exam and communicate that to students providing ample time. The exams are
not cumulative, and will cover only the material contained for the dates specified prior
to the exam. Hence, the final exam is simply your last exam. Students must study on
regular basis to ensure successful preparation and passing of exams.

Students must attend all exams. The university allows no make-up examination, except
when the student presents to the instructor a valid excuse beyond student’s control and
the instructor finds it acceptable. The student must provide all necessary documents to
support his/her excuse. Then the instructor will either provide a make-up exam to the
student or waive its grade to another evaluation criterion in a way that clearly and
accurately evaluates the student’s performance in the course.

• Missions / Assignments (30%)

Working in a group, students will have to work on various missions / assignment types
where they are required to analyze and evaluate a marketing situation or solve a case
study. This type of work is designed to allow you to apply course concepts, learn how to
interact within a group as a team, and understand the challenges of working in a
competitive environment. Deadlines for submitting the missions / assignments will be
communicated with each mission / assignment during the term. No late submission of
missions / assignments is allowed. Any group who submits the missions / assignments
one day late will be penalized by a deduction of 5 points. Any assignments submitted
later than one day will have a grade of zero. Additional details will be provided during
the semester.

Additional instructions will be given in due course.

Academic Conduct

All students must adhere to the classroom conduct, academic honesty, behavior standards, and
other rules and regulations presented in the catalogue of Haigazian University. The instructor
expects that all students respects and follow those rules and regulations.