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MARKETING MANAGEMENT
COURSE CODE:CREDIT HOURS:
COURSE OBJECTIVES: This course contains the in-depth knowledge of the field of Marketing Management, it provides a broader outlook about the subject, topics are presented in comprehensive but understandable manner, and at the end of this subject, students will be having more theoretical as well as practical touch towards the subject.
RECOMMENDED BOOKS:
Marketing Management, 12th Edition. By Philip Kotler & Kevin Lane Keller.
Marketing, 14th Edition.By Etzel, Walker, & Stanton.
COURSE CONTENTS:
PART FIRST : UNDERSTANDING MARKETING MANAGEMENT
CHAPTER # 1 DEFINING MARKETING FOR 2IST CENTURY
1. Definition & Introduction to Marketing 2. The scope of Marketing3. Exchange and transactions4. What is marketed?5. Who Markets?6. Marketing Management Insight
New customers Capabilities, How Business & Marketing are changing?7. Marketing Memo. The Ten Rules of Radical marketing.8. Companies orientations towards the marketplace. 9. The Production Concept10. The Product Concept11. The Selling Concept12. The Marketing Concept13. The Holistic Marketing Concept14. Marketing Insight. The Internet Advantage15. Fundamental Marketing Concepts, Trends, and Tasks16. Core Concepts17. Shifts in Marketing Management
1
18. Marketing Management Tasks
CHAPTER # 2DEVELOPING MARKETING STRATEGIES AND PLANS
1. Marketing & Customer Value2. The Value Delivery Process3. The Value Chain4. Core Competencies5. Holistic Marketing Orientation and Customer Value6. The Central Role of Strategic Planning7. Marketing Insight: Views on marketing from CEO’s 8. Marketing Insight: Keys to long term Market Leadership9. Corporate and division Strategic Planning10. Defining the Corporate Mission11. Defining the Business12. Assessing the growth opportunities13. Organization & Organizational Culture14. Business unit Strategic Planning15. The business mission16. SWOT Analysis17. Goal Formulation18. Marketing Memo: Checklists for Performing Strengths, Weaknesses Analysis.19. Strategic Formulation 20. Program Formulation & Implementation 21. Marketing Insight: Marketing’s Contribution to Shareholder value 22. Feed Back and Control23. Product Planning. The Nature & contents of Marketing Plan.24. Contents of the Marketing Plan.25. Marketing Memo: Marketing Plan Criteria.
PART 2 ND : CAPTURING MARKETING INSIGHTS CHAPTER # 3
GATHERING INFORMATION & SCANNING THE ENVIRONMENT
1. Components of a Modern Marketing Information System2. Internal Records & Marketing Intelligence 3. The order to payment cycle4. Sales Information Systems5. Databases, Data Warehouses, and data mining 6. The Marketing Intelligence System7. Marketing Insight : Putting data to work with business integration Software8. Analyzing the Macro environment 9. Marketing Memo: Clicking on the competition
2
10. Needs and trends11. Marketing Insight: Ten Mega trends Shaping the consumer Landscape12. Identifying the Major Forces13. The Demographic Environment14. Worldwide Population Growth15. Population Age Mix16. Ethnic & Other Markets17. Educational Groups18. House Hold Patterns 19. Geographical Shifts in Population20. Other Major Macro environments21. Economic Environment22. Social Cultural Environment23. Natural Environment 24. Marketing Insight: GREEN MARKETING25. Technological Environment 26. Political Legal Environment
PART 3RD: CONNECTING WITH CUSTOMERS.CHAPTER # 4
CREATING CUSTOMER VALUE
1. Creating Customer Value, Satisfaction, and Loyalty2. Customer Perceived Value3. Total Customer Satisfaction4. Measuring Satisfaction5. Product & Service Quality.6. Total Quality Management7. Maximizing Customer Lifetime Value8. Customer Profitability9. Measuring Customer lifetime Value 10. Customer Equity11. Cultivating Customer Relationships12. Customer Relationship Management13. Marketing Insight: Progress and Priorities in Customer Equity Management.14. Attracting, Retaining and growing customer 15. Marketing Memo: How to Handle Customer Complaints16. Building Loyalty17. Reducing Customer Defection18. Forming Strong Customer Bonds19. Marketing Memo: Asking Questions when customers leave20. Forming Strong Customers Bonds21. Customer Databases22. Data Warehouses and Data Mining23. The Downside of data base marketing and CRM24. Marketing Insight: Succeeding at CRM.
3
CHAPTER # 5ANALYZING CUSTOMER MARKETS
1. What Influences Consumer Behavior2. Cultural Forces3. Marketing Insight: Consumer Trends for the future4. Social Factors5. Marketing Insight: Marketing & Cultural Market Segments6. Personal Factors7. Marketing Memo: The Average American Consumer Quiz8. Key Psychological Processes 9. Motivation: Frued, Maslow, Hezberg10. Perception11. Learning12. Memory13. The Buying Decision Process, The 5 Stage Model14. Problem Recognition15. Information Search16. Evaluation of Alternatives17. Marketing Memo: Applying Customer Value Analysis18. Purchase Decision 19. Post Purchase Behavior20. Other Theories of Consumer Decision Making 21. Level of Consumer Involvement 22. Decision Heuristics and Biases23. Marketing Memo: Decision Traps24. Mental Accounting. 25. Profiling the Customer Buying Decision Process.
PART 4TH: BUILDING STRONG BRANDSCHAPTER # 6
CRAFTING THE BRAND POSITIONING 1. Developing and communicating a positioning Strategy2. Competitive frame of reference3. Marketing Insight: Value Disciplines Positioning4. Points if Parity and Points of Differences 5. Establishing Category Membership6. Choosing POPs and PODs 7. Creating POPs and PODs 8. Marketing Memo: Writing a Positioning Statement 9. Differentiation Strategies10. Marketing Memo: How to Derive fresh Consumer Insights to differentiate
products and services11. Product Differentiations12. Personnel Differentiations
4
13. Channel Differentiations14. Image Differentiations15. Product Life Cycle Marketing Strategies16. Marketing Memo: Exceeding Customer Expectations17. Product life Cycles 18. Style, Fashion, and Fad Life Cycles19. Marketing Strategies, Introduction Stage and the pioneer20. Advantages21. Marketing Strategies : Growth Stage22. Marketing Strategies : Decline Stage23. The Product life cycle concept: Critique24. Market Evolution25. Marketing Insight: Dynamics of Attribute Competition.
PART 5 TH : CREATING SUCCESSFUL LONGTERM GROWTH CHAPTER # 7
INTRODUCING NEW MARKET OFFERINGS
1. Challenges in new Product Development2. Marketing Insight: Iridium disconnects with global customers3. Organizational Arrangements 4. Marketing Memo : Lessons for new Products Success5. Budgeting for new product development6. Organizing new product development 7. Managing the development process : Ideas8. Idea Generations9. Marketing Memo: Ten ways to great new product ideas10. Idea Screening11. Marketing Insight: Developing Successful high tech products.12. Managing the development process : Concept to strategy13. Concept Development and testing 14. Marketing Strategy15. Business Analysis16. Managing the development process : Development to Commercialization17. Product Development 18. Market Testing19. Commercialization20. The Consumer Adoption Process21. Stages in Adoption Process22. Factors influencing the adoption Process.
5
CHAPTER # 8TAPPING INTO GLOBAL MARKETS
1. Competing on Global Basis2. Deciding to go Abroad3. Deciding which markets to enter4. How many Markets to Enter5. Developed .VS. Developing Markets6. Regional Free Trade Zones7. Evaluating Potential Markets8. Deciding how to enter the Market 9. Indirect and direct Exports10. Using a global Web Strategy.11. Licensing12. Joint Ventures13. Direct Investments14. Deciding on the Market Program15. Product16. Marketing Insight : Global Standardization or adaptation17. Marketing Memo : The ten Commandments of global Branding 18. Marketing Insight : Establishing Global Service Brands19. Communications20. Price21. Distribution Channels 22. Country of Origin effects 23. Building Country Images24. Consumers Perceptions of country of origin 25. Marketing Insight : The ups and downs of Brand America 26. Deciding on the Marketing Organization 27. Export Department28. International Division29. Global Organization.
Division of MarksMid-Semester: 30Final-Semester: 50Research assignments and its presentations: 10Quizzes: 06Attendance: 04
.
6
SEMESTER PLAN
SUBJECT: Marketing Management PROGRAM: MBA TEXT BOOK: Marketing Management Author: Philip Kotler & Kevin Lane Keller
LECTURE TOPIC TO BE DISCUSSEDSUPPLEMENTED BY
1
CHAPTER # 1 DEFINING MARKETING FOR 2IST CENTURY
1.Definition & Introduction to Marketing 2. The scope of Marketing3. Exchange and transactions4. What is marketed?5. Who Markets?6. Marketing Management Insight
New customers Capabilities, How Business & Marketing are changing?
7. Marketing Memo. The Ten Rules of Radical marketing.
8. Companies orientations towards the marketplace.
9. The Production Concept10. The Product Concept11. The Selling Concept12. The Marketing Concept
Group Discussion CaseStudy
2
13.The Holistic Marketing Concept14 Marketing Insight. The Internet Advantage15 .Fundamental Marketing Concepts, Trends, and Tasks16.Core Concepts17 Shifts in Marketing Management18.Marketing Management Tasks
Group Discussion Quiz Case Study Assignment
CHAPTER # 2DEVELOPING MARKETING STRATEGIES AND PLANS Quiz
7
3 1. Marketing & Customer Value2 The Value Delivery Process3. The Value Chain4. Core Competencies5. Holistic Marketing Orientation
and Customer Value6. The Central Role of Strategic
Planning7. Marketing Insight: Views on
marketing from CEO’s 8. Marketing Insight: Keys to long
term Market Leadership9. Corporate and division Strategic
Planning10. Defining the Corporate Mission11. Defining the Business12. Assessing the growth
opportunities13. Organization & Organizational
Culture
Group discussion Case Study Presentations
4
5.
26. Organization & Organizational Culture
27. Business unit Strategic Planning28. The business mission29. SWOT Analysis30. Goal Formulation31. Marketing Memo: Checklists for
Performing Strengths, Weaknesses Analysis.
32. Strategic Formulation 33. Program Formulation &
Implementation 34. Marketing Insight: Marketing’s
Contribution to Shareholder value
35. Feed Back and Control36. Product Planning. The Nature &
contents of Marketing Plan.37. Contents of the Marketing Plan.38. Marketing Memo: Marketing
Plan Criteria.CHAPTER # 3GATHERING INFORMATION & SCANNING THE ENVIRONMENT
Quiz Assignment Case Study Presentations
Quiz Assignment Case Study
8
1.Components of a Modern Marketing Information System2. Internal Records & Marketing
Intelligence 3. The order to payment cycle4. Sales Information Systems5. Databases, Data Warehouses,
and data mining 6. The Marketing Intelligence
System7. Marketing Insight : Putting data
to work with business integration Software
8. Analyzing the Macro environment
9. Marketing Memo: Clicking on the competition
6
10. Needs and trends11. Marketing Insight: Ten Mega
trends Shaping the consumer Landscape
12. Identifying the Major Forces13. The Demographic Environment14. Worldwide Population Growth15. Population Age Mix16. Ethnic & Other Markets17. Educational Groups18. House Hold Patterns 19. Geographical Shifts in
Population20. Other Major Macro
environments21. Economic Environment22. Social Cultural Environment23. Natural Environment 24. Marketing Insight: GREEN
MARKETING25. Technological Environment
Political Legal Environment.
Quiz Presentation Case Study
7
CHAPTER # 4CREATING CUSTOMER VALUE
1. Creating Customer Value, Satisfaction, and Loyalty
Quiz Assignment Case Study Presentations
9
2. Customer Perceived Value3. Total Customer Satisfaction4. Measuring Satisfaction5. Product & Service Quality.6. Total Quality Management7. Maximizing Customer Lifetime
Value8. Customer Profitability9. Measuring Customer lifetime
Value 10. Customer Equity11. Cultivating Customer
Relationships12. Customer Relationship
Management
8
13. Marketing Insight: Progress and Priorities in Customer Equity Management.
14. Attracting, Retaining and growing customer
15. Marketing Memo: How to Handle Customer Complaints
16. Building Loyalty17. Reducing Customer Defection18. Forming Strong Customer Bonds19. Marketing Memo: Asking
Questions when customers leave20. Forming Strong Customers
Bonds21. Customer Databases22. Data Warehouses and Data
Mining23. The Downside of data base
marketing and CRM24. Marketing Insight: Succeeding at
CRM.
Quiz Assignment Presentations
MIDTERM EXAMINATION
9CHAPTER # 5
10
ANALYZING CUSTOMER MARKETS
1. What Influences Consumer Behavior
2. Cultural Forces3. Marketing Insight: Consumer
Trends for the future4. Social Factors5. Marketing Insight: Marketing &
Cultural Market Segments6. Personal Factors7. Marketing Memo: The Average
American Consumer Quiz8. Key Psychological Processes 9. Motivation: Frued, Maslow,
Hezberg10. Perception11. Learning12. Memory13. The Buying Decision Process,
The 5 Stage Model
Group discussion Case Study Assignment
10
11
14. Problem Recognition15. Information Search16. Evaluation of Alternatives17. Marketing Memo: Applying
Customer Value Analysis18. Purchase Decision 19. Post Purchase Behavior20. Other Theories of Consumer
Decision Making 21. Level of Consumer Involvement 22. Decision Heuristics and Biases23. Marketing Memo: Decision
Traps24. Mental Accounting. 25. Profiling the Customer Buying
CHAPTER # 6CRAFTING THE BRAND POSITIONING
1. Developing and communicating a positioning Strategy
2. Competitive frame of reference3. Marketing Insight: Value
Disciplines Positioning
Presentations Quiz Case Study
Quiz Presentations Case Study
11
4. Points if Parity and Points of Differences
5. Establishing Category Membership
6. Choosing POPs and PODs 7. Creating POPs and PODs 8. Marketing Memo: Writing a
Positioning Statement 9. Differentiation Strategies10. Marketing Memo: How to
Derive fresh Consumer Insights to differentiate products and services
11. Product Differentiations12. Personnel Differentiations
12
13.
13. Channel Differentiations14. Image Differentiations15. Product Life Cycle Marketing
Strategies16. Marketing Memo: Exceeding
Customer Expectations17. Product life Cycles 18. Style, Fashion, and Fad Life
Cycles19. Marketing Strategies,
Introduction Stage and the pioneer
20. Advantages21. Marketing Strategies : Growth
Stage22. Marketing Strategies : Decline
Stage23. The Product life cycle concept:
Critique24. Market Evolution25. Marketing Insight: Dynamics
CHAPTER # 7INTRODUCING NEW MARKET OFFERINGS
1. Challenges in new Product Development
2. Marketing Insight: Iridium
Group Discussion Quiz Case Study
Quiz Assignment Presentations
12
disconnects with global customers
3. Organizational Arrangements 4. Marketing Memo : Lessons for
new Products Success5. Budgeting for new product
development6. Organizing new product
development 7. Managing the development
process : Ideas8. Idea Generations9. Marketing Memo: Ten ways to
great new product ideas10. Idea Screening11. Marketing Insight: Developing
Successful high tech products.12. Managing the development
process : Concept to strategy
14
13. Concept Development and testing
14. Marketing Strategy15. Business Analysis16. Managing the development
process : Development to Commercialization
17. Product Development 18. Market Testing19. Commercialization20. The Consumer Adoption Process21. Stages in Adoption Process22. Factors influencing the adoption
Process.
Quiz Presentation Case Study
15
CHAPTER # 8TAPPING INTO GLOBAL MARKETS
1. Competing on Global Basis2. Deciding to go Abroad3. Deciding which markets to enter4. How many Markets to Enter5. Developed .VS. Developing
Markets6. Regional Free Trade Zones
Quiz Assignment Presentations Case Study
13
7. Evaluating Potential Markets8. Deciding how to enter the
Market 9. Indirect and direct Exports10. Using a global Web Strategy.11. Licensing12. Joint Ventures13. Direct Investments14. Deciding on the Market Program
16
15. Product16. Marketing Insight : Global
Standardization or adaptation17. Marketing Memo : The ten
Commandments of global Branding
18. Marketing Insight : Establishing Global Service Brands
19. Communications20. Price21. Distribution Channels 22. Country of Origin effects 23. Building Country Images24. Consumers Perceptions of
country of origin 25. Marketing Insight : The ups and
downs of Brand America 26. Deciding on the Marketing
Organization 27. Export Department28. International Division
Global Organization
Quiz Presentations Case Study
FINAL SEMESTER EXAMINATION
14
15