GC UNIVERSITY, FAISALABAD

FACULTY OF ECONOMICS & MANAGEMENT SCIENCES

LYALLPUR BUSINESS SCHOOL

Course Specifications

Marketing management
BAM-705

Fall 2021-22

http://www.gcuf.edu.pk/
 COURSE SPECIFICATIONS
Basic Information
Course Title: Marketing management
Course Code: BAM-705
Course credits/week: Theory: 03 Lab: Nil Total: 03
Pre-requisite(s): Principles of Marketing
Co-requisite(s):
Program(s) on which the course is given: MBA 1st Semester
Is the course major or minor element of the program: Major: Minor:
Department offering the program: Lyallpur Business School
Department offering the course: Lyallpur Business School
Academic year/level: 3
Revision #:
Last revised on (date):

Overall Aims of the Course

Course Description:
The course is designed to enable you to develop an appreciation of the role of marketing
and the management of marketing functions in the modern organization. The course
will focus on what being "market oriented" means, in practice, to organizations
operating in both the commercial and public sectors. The course helps you to
understand the challenges of marketing management in manufacturing and service
industries: analyzing marketing environments; evaluating strategic alternatives and
designing and implementing marketing programs involving decisions about
products/services, pricing, distribution and promotion.
The objective of this course is to take a practical, managerial approach to marketing
management. It gives the student a comprehensive and innovative, managerial and
practical introduction to managing strategies. The Marketing management provides in-
depth exposure to practical examples and applications about managerial decisions.
These include the trade-off between the organization’s objectives and resources against
needs and opportunities in the marketplace.
Course Objectives are:

 Define and understand the nature and purpose of effective marketing

management in the marketplace.
 Identify and apply the marketing concepts, processes and activities within
appropriate types of business environment.
 Identify and analysis the environmental factors (internal and external) that have
implication for marketing management and will affect the marketing decisions.
 To analyze and seek to identify gaps in the needs and wants of the customer so
that appropriate strategy can be proposed to create customer value through
competitive advantage
Learning Outcomes:

On completion of this course, the student will be able to

 Explain the major concepts in the area of marketing.

 Evaluate the legal, social, and economic environments of business.
 Describe the global environment of business.
 Apply decision-support tools to business decision-making.
 Apply knowledge of business concepts and functions in an integrated manner.
 Use management processes in an applied organization or business situation.
 State the role and functions of marketing within a range of organizations.
 Describe key marketing concepts, theories and techniques for analyzing a variety
of marketing situations.
 Identify and demonstrate the dynamic nature of the environment in which
marketing decisions are taken and appreciate the implications for marketing
strategy determination and implementation.
 Apply the introduced conceptual frameworks, theory and techniques to
various marketing contexts.
Class Format:

Marketing Management is a concept based and discussion-driven course, thus the

vast majority of our classes will be focused on concept discussion and articles
discussion.

Our weekly class Instructions and discussions will follow this format:

Weekly Course Objectives

Week Module In This Chapter, We Will Address the Following
Questions.

Chapter – 1:  Why is marketing important?

Defining  What is the scope of marketing?
Marketing for  What are some core marketing concepts?
1-2 the 21st  How has marketing management changed in
Century recent years?
(Page 02 – 31)  What are the tasks necessary for successful
TEXT BOOK marketing management?

Chapter – 2:  How does marketing affect customer value?

Developing  How strategic planning is carried out at different
Marketing levels of the organization?
3 Strategies and  What does a marketing plan include?
Plans
(Page 32 – 65)
TEXT BOOK
 What are the components of a modern marketing
Chapter – 3:
information system?
Collecting
 What are useful internal records for such a system?
Information and
 What makes up a marketing intelligence system?
4-5 Forecasting
 What are some influential macro environment
Demand
developments?
(Page 66 – 95)
 How can companies accurately measure and
TEXT BOOK
forecast demand
6 –7 Chapter – 5:  What are customer value, satisfaction, and loyalty,
Creating Long- and how can companies deliver them?
term Loyalty  What is the lifetime value of customers, and how
Relationships can marketers maximize it?
(Page 122 – 149)
TEXT BOOK
 How can companies attract and retain the right
customers and cultivate strong customer
relationships?
  What are the pros and cons of database marketing
 How do consumer characteristics influence buying
Chapter – 6:
behavior?
Analyzing
 What major psychological processes influence
Consumer
consumer responses to the marketing program?
Markets
8  How do consumers make purchasing decisions?
(Page 150 – 181)
 In what ways do consumers stray from a
TEXT BOOK
deliberative, rational decision process?
 What is a brand, and how does branding work?
Chapter – 9:
 What is brand equity?
Creating Brand
 How is brand equity built, measured, and
10 - 11 Equity
managed?
(Page 240 – 273)
 What are the important brand architecture
TEXT BOOK
decisions in developing a branding strategy?
 What are the characteristics of products, and how
do marketers classify products?
 How can companies differentiate products?
Chapter – 12:  Why is product design important and what factors
Setting Product affect a good design?
12 - 13 Strategy  How can a company build and manage its product
(Page 324 – 353) mix and product lines?
TEXT BOOK  How can companies combine products to create
strong co-brands or ingredient brands?
 How can companies use packaging, labeling,
warranties, and guarantees as marketing tools?
14 – 15 Chapter – 14:  How do consumers process and evaluate prices?
Developing  How should a company set prices initially for
Pricing products or services?
Strategies and  How should a company adapt prices to meet
Programs varying circumstances and opportunities?
(Page 382 – 413)  When should a company initiate a price change?
TEXT BOOK  How should a company respond to a competitor’s
price change?

Chapter – 15:  What is a marketing channel system and value

Designing and network?
Managing  What work do marketing channels perform?
16 Integrated  How should channels be designed?
Marketing  What decisions do companies face in managing
Channels their channels?
 (Page 414 – 445)  How should companies integrate channels and
TEXT BOOK manage channel conflict?
 What are the key issues with e-commerce and m-
commerce?

Chapter – 17:  What is the role of marketing communications?

Designing and  How do marketing communications work?
Managing  What are the major steps in developing effective
Integrated communications?
Marketing  What is the communications mix, and how should
17 Communications it be set?
(Page 474 – 501)  What is an integrated marketing communications
TEXT BOOK program?

Required Learning Resources

Text Book(s): Marketing Management by Philip Kotler , Kevin Lane Keller
(Title, Author, Edition, Publisher) 14th Edition, PRENTICE HALL.
Reference Book(s): A preface to marketing management.by I. Paul Peter ,
(Title, Author, Edition, Publisher) 4th Edition, McGraw Hill.
Facilities Required for Teaching and Learning
-White Board
-Multimedia

Assignments Schedule & Quiz

No. Week Assigned Week Due QUIZ TESTS
Three surprise quiz tests will be conducted
1 6 7
during the semester, best of two will be
2 8 9 counted for final grade. There will be no
3 11 12 makeup of these tests.
4 14 15
Examination / Weighting of Assessments & Quizzes
Quizzes + Assignments + Class Participation + Projects 20 %
Mid-semester examination 30 %
End-semester examination 50 %

Grading Criteria
Letter Grade Percentage Marks
A 80 -100 EXCELLENT
B 65-79.99 GOOD
C 50-64.99 SATISFACTORY
D 40-49.99 PASS

Dress Code:
Formal business attire only (Dress Trouser, Shirt, Tie, Dress Shoes) Jeans and
Joggers NOT ALLOWED.
Not sure what this dress code means? Read When Job-Hunting: Dress for
Success.

Instructor Responsibilities:
In keeping with the format of this class, I see myself as your immediate
supervisor. In that sense, I plan to mentor each of you so that you learn how to
make the best decisions possible, to understand and apply key marketing
concepts, and to prepare you to become productive employees upon graduation.
I will do my best to help each of you grow into the best marketer you choose to
become. Thus, besides class time -- where I will often put you on the spot -- I
expect there will be many times we will communicate outside of class, and I will
do my best to help you in a timely fashion.

Student Responsibilities:
You are expected to arrive to class on time, professionally dressed, and
prepared for the day. You should be fully prepared to discuss and debate the
course material assigned for that date. You are expected to participate at all
levels and offer objective praise and criticism of your classmates’ analyses and
conclusions. This course is not for the meek or timid. You must contribute to the
greater understanding of marketing and marketing management. This course is a
combination of doing (homework), thinking, and discussing.

Class Participation and Individual Conduct

You should make every effort to attend each class meeting. In addition, it is
important that you prepare for each class by reading the relevant book chapters
before the class session in which it will be discussed. You will also be expected to
participate in class discussion and complete in‐class exercises that will be based
on these reading assignments. Your participation grade will be based on
contribution and attendances (be punctual, attend classes, come prepared by
doing the readings, show initiative in the discussion). Note that students who
only “show up” should not expect even an average score. You must be present in
class in order to receive credit for in‐class exercises, quizzes, participation, etc.
Eating, sleeping, reading, texting, listening to or working on unrelated materials,
sidebar conversations, or “multi‐tasking” using a computer or other electronic
device is not permitted. Laptops (and similar devices) may be used in class for
course related activities such as taking notes. Students may bring drinks such as
water.

General Expectations & Classroom Etiquettes.

In terms of performance in this class, I have very high expectations and
anticipate outstanding work from each of you. I hope for a very positive
experience for us all. Keep in mind that if you do not deliver outstanding work
then you will be graded to reflect this. I ask that you contact me directly and
immediately if you ever have any questions or concerns regarding the class, any
particular assignments, or your grade(s). I am always willing to help.
I do ask that all students be respectful and courteous to other class members as
well as the professor. This includes turning off cell phones and other electronic
devices before class begins and arriving to class on time, as walking in late is
disruptive to other classmates and the professor. Those who walk in late will
likely not receive attendance credit for that day.

Useful Tools / Advice:

This course is time and labor intensive. Be certain to schedule enough time in
your weekly planning to accommodate.
You need to have good access to the Web and an e-mail account.
Please always do your best work.
Etc.:
It is expected that all work you submit for a grade in this class be original and
prepared for this class only.
I am always willing to see my students and will go out of my way to schedule
meetings. Please make sure that if you make an appointment that you keep it.
Finally, as will quickly become apparent, e-mail is by far the easiest and most
reliable method to reach me.
Contact Details:
Dr. Muhammad Shahbaz Assistant Professor
Lyallpur Business School,
Faculty of Economics & Management Sciences,
GC University, Faisalabad, Pakistan.
Office Hours Monday & Friday 10:00 to 04:00 PM
Phone(office): 041-9203020 E-Mail: mshahbaz@gcuf.edu.pk
Course Specifications Developed By: Reviewed By (Dean FE & MS):
Dr. Muhammad Shahbaz Prof.Dr.Sofia Anwer
Date: 18-10-2021 Date: 22-10-2021