Mini MBA

Module 5
Marketing Management
Description: Marketing is the central of an operating business. It is an organizational
attitude and a set of guiding principles for interfacing with customers,
competitors, collaborators, and the environment. Marketing entails
planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services. It starts with recognizing and
determining consumers' needs and wants, assessing the competitive
environment, selecting the most appropriate customer targets and
developing marketing strategy and implementation program for an
offering that satisfies consumers' needs better than the competition.
Marketing is the art and science of creating customer value and market
place exchanges that benefit the organization and its stakeholders. This
module introduces contemporary marketing concepts to help students
prepare to operate effectively in their respective occupations. In
addition, by using concepts and useful tools, the course is designed to
develop decision-making skills in marketing.

Intended A successful student will have the following attributes and abilities:
Learning ▪ Assess market opportunities by analysing customers, competitors,
Outcome: collaborators, context, and the strengths and weaknesses of a
company;
▪ Know how to make segmentation, targeting, and positioning to meet
organizational and operational marketing objectives;
▪ Understand marketing mix that best satisfies target market and meets
sales objectives;
▪ Develop effective marketing strategies and implementation program
to achieve organizational objectives and maximize its chance of
success.

Content: Part I: Introduction to Marketing

1. Marketing Defined and Marketing Management
2. Societal Marketing and Social Responsibility

Part II: The Marketing Process: Strategy and Planning

3. Marketing Strategy
4. The Marketing Plan

Part III: Marketing Environment

5. The Marketing and Business Environment

Part IV: Marketing Segmentation and Positioning

6. Understanding Market Segmentation
7. Segmenting Consumer Markets
 8. Positioning Products and Brands

Part V: The Marketing Mix

9. Product (Product Life Cycle, Branding, New Product
Development)
10. Place (Place & Distribution, Selection of Distribution Channel, Just
in Time)
11. Pricing (Importance of Price, Pricing Strategy, Breakeven
Analysis, Pricing Approaches)
12. Promotion (Promotion and Communicating with Customers,
Advertising, Branding, Sales Promotion, Personal Selling, Direct
Marketing, Public Relations)

Part VI: Service Marketing

13. Extended Marketing Mix of Services
14. Service Quality Practice

Instructor ▪ Conduct lectures online and/or offline materials.

Approach: ▪ Participate students with online face to face discussions to
demonstrate the ideas and concepts of the course.

Assessment Method Weighting

and Grading: Attendance 30%
Final Assessment 50%
Comprehensive Case Study 20%
Total Earning Percentage 100%

Assessment There will be 12 face-to-face teaching hours on this online module and
Description students are required to attend according to the schedules. Students who
and Passing fulfilled the attendance will get 30% of grading. In order to successfully
Grades
complete this module, students must complete the mandatory final
assessment paper which is 50% of the assessment criteria and they also
require to sit comprehensive case study at the end of all the course works
which will earn 20% for each module. Students need to achieve passing
grade of 50% or higher to complete this module.

References: 1. Kotler, P & Keller, K. (2015) “Marketing Management” 14th

edition, Pearson.
2. JIM BLYTHE, 2005, “Essentials of Marketing” Third edition,
Pearson Education.