MASTER OF BUSINESS ADMINISTRATION (MBA) PROGRAMME

Faculty of Commerce and

Management Studies
University of Kelaniya

Course code: MBA 52073

Title: Marketing Management

Learning outcomes : At the completion of module the students should be able

to:

 understand marketing functions and its strategic

perspectives in a highly competitive business
environment;
 develop effective marketing strategies and plans to
build strong brands and corporate image;
 integrate the marketing mix tools to achieve effective
implementation of plans;
 use appropriate management techniques to plan and
control marketing activities and projects.
Lecture Plan

Session Session Topic Methodology

1 Introduction to Marketing
2 Marketing philosophies
3 Value Creation in Marketing
4 Analysis of Marketing Environment
Lecture & Classroom Discussion
Lecture & Reading materials
Note: Article Reference
Classroom Discussion & Review of
Practices
Discussion & Review of Practices

5 Understanding Consumer Behavior in Classroom theoretical session &

B2C & B2B Marketing Contexts Discussion
6 Marketing Information Management Classroom discussion & Review of
Practices
 Case Study or Guest Lecture Classroom discussion
7
8 Market Segmentation, Targeting and Discussion on theory, Chapter
Positioning Review and Review of Practices
9 Developing Product and Branding Discussion on theory and Chapter
Strategies Review
10 Developing Pricing Strategies Discussion on theory & Review of
Practices
11 Managing Distribution Channels Lectures & Review of Practices
12 Developing Marketing Communication Lectures & Review of Practices
Strategies
13 Marketing Strategies and Strategic Discussion on theory and Chapter
Planning Review
14 Marketing simulation Group Presentation

15 Marketing simulation Group Presentation

Recommended : Kotler P., Keller K.L (2016) “Marketing Management” 15th

Global Edition, Pearson Education, Inc.
Readings
Kotler P., Keller K.L (2006) “Marketing Management”, 12th
Edition, Pearson Education, Inc.

Kotler P., Keller K.L., Koshy A., Jha M. (2013) “Marketing

Management” South Asian Perspective, 13th Edition,
Pearson Education, Inc.

Kotler P., Gary Armstrong (2018), “Principles of

Marketing”, 17th Edition, Pearson Education, Inc.

Scheme of : Assignment, reports, Presentations, tests and end semester

examination. (The marks given to each component of the evaluation
Evaluation
is given below)
Evaluation Content Marks

Industry Review Report (IRR) : Individual 15

Brand Development Simulation Game (BDSG) and 35

presentation: Group
Exam 50
Total 100
Assignment working guide:

1. Industry Review Report (IRR): Individual

This task is given to develop a report on assessing an industry based on theoretical
models and concepts (based on the given research articles) to review its competitive
nature and the behavior of industry players (3000-3500 words). Task will be given
in 4th session.
Submission deadline will be informed during 4th session

2. Brand Development Simulation Game (BDSG): Group

BDSG is a group task which you are supposed to develop a comprehensive brand
building and activation plan along with scenario planning intent for a given
marketing opportunity. It will provide needful information in due course. The
presentations will be held at the end of the semester. Each team is given 30 minutes
to do the simulation presentation. Grouping ground rules will be provided in due
course. The details of the project will be given during 6th session.
Presentations dates: will be informed

Resource panel:
Prof. Bandara Wanninayake
Professor
Department of Marketing Management
University of Kelaniya
0717898319.

Dr. Ajith Medis

Senior Lecturer
Department of Marketing Management
University of Kelaniya

Mr. Thilina Karunanayake

Senior Lecturer
Department of Marketing Management
University of Kelaniya