Karachi School of Business & Leadership

COURSE OUTLINE

1. Course Name Marketing Management Course September 18,

Course Code MKTG521 Start 2023
Credit Hours 03
Course Prereq. Nil
Name
Course Prereq. Nil Course January 28, 2024
Code End
Course Type □ Core Course □ Elective
Program □ BBA □ MBA □ EMBA
Semester Fall 2023
2. Course Short Description
Marketing is one of the most important business functions. As a course, Marketing Management offers
a holistic overview of marketing both as a business function and as an academic discipline. The course
looks at marketing activities from the perspective of organization and brand while exploring the ways
and means to understand markets. The main focus will be on understanding the basic elements of the
marketing mix as well as the quintessential concepts of segmentation, targeting, and position as key
components of a firm’s marketing strategy and performance.

Throughout the course, the focus is on learning through examples, case studies, and activities. The
course is designed in a way that students are oriented toward ‘observing’ marketing in the environment
around them. Observations from students of diverse when discussed proactively in the class enrich the
learning experience. Also, while the application of marketing concepts is observed and discussed,
students are also expected to exercise application of concepts in their solutions to case study problems;
the simulation as well as the presentations completed during the sessions.

3. Course Learning Outcomes

Upon having completed this course, the students will be able to:

1. Develop a comprehensive understanding of the Marketing Mix elements

Review the strategic details and components for each element of Marketing Mix i.e. Product,
2. Price, Place, and Promotion

3. Learn about Market Segmentation, Targeting, and Brand Positioning

Understand the key concepts related to consumer behaviour, consumer insights and
4. market research

5. Explore and critically evaluate the marketing strategies and operations of different brands

6. Devise a basic marketing plan and strategy for a brand

1
4. Week-Wise Contents
Session Topics Suggested Activities
(case studies, roleplays, movie clips, exercises,
presentations, homework)
1 Introduction to Live-session Activities:
Marketing  Discussion of expectations, course outline and assessments.
 Discussion of the concept of Marketing, its position in an
organisation and important terms.
 Case Study discussion: Burger King: Developing a Marketing Mix
for Growth

Pre-session Activities:
 Read Chapter 1 and 2 (Prescribed textbook)
 Read the Burger King: Developing a Marketing Mix for Growth
(Case Study)
 Watch: Why is Marketing Important?

2 Consumer Live-session Activities:

Insights &  Discussion of the importance of gathering consumer insights, what
Marketing they entail and how they can be used effectively.
Research  Case Study Discussion: L’Oréal USA: Digitally Optimising
Consumer Insights
 Group Presentation

Pre-session Activities:
 Read Chapter 3 (Prescribed textbook)
 Read L’Oréal USA: Digitally Optimising Consumer Insights (Case
Study)
 Watch How to find Consumer Insights in Marketing

3 Live-session Activities:
 Discussion of the importance of marketing research, conducting
research and important principles to take note of.
 Case Study Discussion: L’Oréal USA: Digitally Optimising
Consumer Insights
 Group Presentation

Pre-session Activities:
 Read Chapter 4 (Prescribed textbook)
 Read L’Oréal USA: Digitally Optimising Consumer Insights (Case
Study)
 Read van den Driest, F, Sthanunathan, S and Weed, K; Building
an Insights Engine (Article)

2
4 Customer Value, Live-session Activities:
Satisfaction &  Discussing the concept of being customer-centric, the concept of
Loyalty value, satisfaction & loyalty
 Case Study Discussion: Uber: Changing the Way the World Moves
 Group Presentation
Pre-session Activities:
 Read Chapter 5 (Prescribed textbook)
 Read Uber: Changing the Way the World Moves (Case Study)
 Read Bonchek, M and France, C; What Creativity in
Marketing Looks Like Today

5 Consumer & Live-session Activities:

Business Markets  Discussing the concept of consumer behaviour and its importance
from a marketing perspective, debating how consumers make
decisions and how marketers can impact the decisions.
 Group presentation
Pre-session Activities:
 Read Chapter 6 (Prescribed textbook)
 Read Sahu, A.K, Padhy, R.K and Dhir, A; Envisioning the future
of behavioral decision-making A systematic literature review of
behavioral reasoning theory (Research Article)

6 Live-session Activities:
 Discussing business vs. consumer purchase decisions and the value
in understanding how B2B buying differs
 Group presentation
Pre-session Activities:
 Read Chapter 7 (Prescribed textbook)
 Watch What is B2B Marketing?

7 Marketing Mix Live-session Activities:

 Discussion on the principles of the marketing mix, what it entails
and the strategic approach to managing a marketing mix.
 Case Study Discussion: Emirates Airline: Connecting the
Unconnected
 Group presentation

Pre-session Activities:
 Read Chapter 13 and 14 (Prescribed textbook)
 Read Emirates Airline: Connecting the Unconnected (Case Study)

Study Week
Midterm Assessment

3
8 Marketing Mix Live-session Activities:
 Discussion on the concept of pricing and how it relates to the rest
of the marketing mix elements and the process to setting an
appropriate price.
 Case Study Discussion: Emirates Airline: Connecting the
Unconnected
 Group Presentation

Pre-session Activities:
 Read Chapter 16 in the prescribed textbook
 Read Emirates Airline: Connecting the Unconnected (Case Study)

9 Live-session Activities:
 Discussing the role that distribution plays in the marketing mix and
how the internet has disrupted the distribution process.
 Case Study Discussion: Emirates Airline: Connecting the
Unconnected
 Group Presentation

Pre-session Activities:
 Read Chapter 17 and 18 (Prescribed textbook)
 Read Emirates Airline: Connecting the Unconnected (Case Study)
 Watch How the internet changed lives?

10 Live-session Activities:
 Discussion of the purpose of IMC, how various tools are used
effectively and the importance of devising a strategic
communications plan.
 Discussion: the right amount and types of communication, is there
a recipe?
 Case Study Discussion: Volkswagen in India
 Group Presentation

Pre-session Activities:
 Read Chapter 19, 20, 21 and 22 (Prescribed textbook)
 Read Volkswagen in India (Case Study)

4
11 Segmentation, Live-session Activities:
Targeting and  Discussion on the importance of segmentation, targeting and the
Brand role the marketing function.
Positioning  Case Study Discussion: Should Kellogg’s Launch Gluten-Free
Products in India?
 Group Presentation
Pre-session Activities:
 Read Chapter 9 (Prescribed textbook)
 Read Gavett, G; What You Need to Know About Segmentation
(Article)
 Read Gupta, S; Segmentation and Targeting (Core Reading)
 Read Should Kellogg’s Launch Gluten-Free Products in
India? (Case Study)

12 Live session activities:

 Discussion of ‘The Do’s and Don’ts of Repositioning Your Brand’
 Case Study Discussion: Coca-Cola Zero Sugar: The Value Cycle
During a Relaunch
 Group Presentation
Pre-session Reading:
 Read Chapter 10 (Prescribed textbook)
 Read Tybout, A.M; The Dos and Don’ts of Repositioning Your
Brand (Article)
 Read Coca-Cola Zero Sugar: The Value Cycle During a
Relaunch (Case Study)

13 Competition Live-session Activities:

 Discussion of the management of competition and selecting an
appropriate competitive position.
 Case Study Discussion: Uber: Changing the Way the World Moves
 Group Presentation
Pre-session Activities:
 Read Chapter 12 (Prescribed textbook)
 Read Magretta, J; The Five Forces – Competing for Profits
(Reading)
 Read Uber: Changing the Way the World Moves (Case Study)
 Watch The explainer: the five forces that make companies
successful

5
14 Building a strong Live-session Activities:
brand  Discussion of ‘The One Thing You Must Get Right When Building
a Brand’; ‘The Value of Brand Equity’ and ‘What are brands for?’
 Case Study Discussion: Coca-Cola Zero Sugar: The Value Cycle
During a Relaunch (Case Study)
 Group presentation
Pre-session Activities:
 Read Chapter 11 (Prescribed textbook)
 Read Barwise, P and Meehan, S; The One Thing You Must Get
Right When Building a Brand (Article)
 Read Budac, C and Baltador, L; The Value of Brand Equity
(Research Article)
 Read Keller, K; Brand Report Card (Article)
 Read Coca-Cola Zero Sugar: The Value Cycle During a
Relaunch (Case Study)

Study Week
Final Assessment

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 5. Teaching & Learning Methodology
As marketing is a fluid industry, this course will consist of various forms of teaching and learning
approaches. Your engagement with the content prior to each live-session is vital in order to ensure that
you obtain the most from the live-sessions and your engagements. The following teaching and learning
approaches will be followed:
1. Case study discussions
2. Class activities and exercises
3. Assigned readings
4. Presentations
5. Marketplace Simulation

6A. Textbook(s)
1) Marketing Management (15th ed, Global), Kotler and Keller, Pearson, 2016

6B. Reference Book(s)& Reading Material

1) Various case studies as listed in the course schedule
2) Selected readings on different topics

7. Grading Policy
Assessment Instruments Percentage
Quizzes and Class Participation 15%
Presentations 15%
Simulation 35%
Final Assessment 35%