Hebron University

Faculty of Graduate Studies (MBA)

Syllabus: Advanced Marketing Management
Second Semester- 2023/2024
Professor: Dr. Yusuf Abu Fara
(Associate Professor of Business Administration & Marketing).
e-Mail: abubeesan@yahoo.com
WhatsApp: 00972594222244
This Course :
Topics of this course focus on the marketing’s broader importance
which extends to society as a whole. The course explains how
Marketing has helped introduce and gain acceptance of new products
that have eased or enriched people’s lives. Marketing management
topics explain also how marketing can inspire enhancements in existing
products as marketers innovate to improve their position in the
marketplace. The topics focus on developing successful strategic
marketing plans, that build demand for products and services, which, in
turn, creates jobs.
Marketing Management is the art and science of choosing target markets
and getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value. Marketing
management seeks to meet organizational objectives by effectively
satisfying customers in a dynamic environment. This master’s course
provides advanced marketing subjects and topics, and provides MBA
students with the opportunity to apply the key concepts and marketing
knowledge to practical business situations.

Course Objectives:
1- Applying marketing theory and concepts to market requirements and
needs.
2- Using modern marketing concepts and factors to make effective and
efficient marketing and business decisions.

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3- Developing conceptual and analytical marketing skills and
knowledge of MBA students in marketing practices in profit and
non-profit organizations.
4- Helping MBA students to identify and analyze marketing problems,
and improving familiarity with current challenges and issues in
marketing (through applying quantitative and qualitative tools and
methods).

Course Topics:
• Introduction to marketing management.
• Analyzing Consumer Markets
• Analyzing Business Markets
• Identifying Market Segments and Target Customers
• Designing and Managing Products
• Designing and Managing Services
• Managing Pricing and Sales Promotions
• Managing Marketing Communications
• Designing an Integrated Marketing Campaign in the Digital Age
• Personal Selling and Direct Marketing
• Designing and Managing Distribution Channels
• Managing Retailing
• Marketing Planning and Management
• Conducting Marketing Research
• Crafting a Customer Value Proposition and Positioning
• Building Strong Brands
• Driving Growth in Competitive Markets
• Developing New Market Offerings
• Building Customer Loyalty
• Tapping into Global Markets
• Socially Responsible Marketing
• Cases in marketing.
• Other topics and articles in marketing.

Prerequisite:
A background in management, economics is helpful.

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References:
• Kotler, Philip, and Kevin Keller, (2022), Marketing Management,
Prentice Hall.
• Sutton, Dave, and Tom Klein, (2012) Enterprise Marketing
Management: The New Science of Marketing, John Wiley & Sons,
Inc.
• Kotler, Philip, and Gary Armstrong, (2024), Principles of Marketing,
Pearson Education Limited.
• Other required readings will be assigned.

Assessment:
Midterm exam: 20%
Final exam: 40%
Presentation, Research, & participation: 40%
Hint: Student participation is an important component of the course.
Students are expected to come to class prepared, and willing to discuss
the readings, cases, and other related activities.

With my best wishes

Dr. Yusuf Abufara