MBA/BBA Program Marketing Management

Course Code: MKT511/ MKT411 Pre-requisite Courses: Principles of Marketing WELCOME TO THE CLASS

Introduction: I look forward to have a fruitful and meaningful interaction with each one
of you during the term. This will however depend on your active participation and attention during the class sessions and an active follow up afterwards. Course Description: This course has been designed keeping in view the following ob ectives! To introduce to the students the variables involved in Marketing Management To enable the students to understand the comple"ities involved in decision making as applicable to marketing problems To e#uip the students with enough understanding of the marketing environments to study and analy$e the different environmental factors necessary for decision making To prepare the students for practical application of the concepts imparted in the classroom once he/she enters the real markets Course Objective: After completing this course a student will be able to! %nderstand the finer implications of Marketing Planning and &ecision Making Be able to analy$e the factors involved in marketing planning 'reate at least a theoretical framework for a complete market plan Posses a complete understanding of marketing theories and models for decision making

Te c!in" Met!odo#o"$ % &equire'ents: Please arrive and leave on time. 'lass will begin promptly five minutes after the hour and will end e"actly on the hour. (ate arrivals and early departures disrupt class and ruin the presentations of others. They are unprofessional. &o your own work. Plagiarism and cheating will lead to dismissal. &o not copy the work of others. &o not use others to do your work. &o not pass off work done in past semesters as work done for this course. Assignments must incorporate lessons taught in class. Personal assignments must be produced individually. )roup assignments must be produced by the members of the group. *tudents will be e"pected to read assignments in

advance of their discussion in class. 'lass time will be used to emphasi$e and clarify some te"t material+ but additional topics will be discussed as well. This will not be a lecture,only course. -ou will be asked to discuss what you have read. .hile you should e"pect to be fre#uently called on in class+ you should also voluntarily discuss and ask #uestions. /0A& A1& B0 P/0PA/0& T2 &I*'%** A(( &I*'%**I21 3%0*TI21* A1&/2/ 'A*0* AT T40 01& 25 0A'4 '4APT0/. 'lass meetings will 12T cover everything in the te"t. *eparate instructions will be provided for assignments. All written assignments must be handed in at the beginning of class on the due dates. They will not be accepted after the class has begun. All assignments not completed on time 6not handed in before class has begun7 will receive a $ero. 'heck the schedule for due dates. It is essential to keep current with the chapter assignments. 'lassroom conduct is predicated on the assumption that you have read the relevant material. -ou are most welcome to ask #uestions in class dealing with any material being presented+ and to take an active role in class participation. Course Contents The importance and scope of Marketing+ the basic functions of marketing An organi$ation8s internal and e"ternal environment9 *.2T Analysis 'oncept and components of marketing information system+ M:I*+ M/*+ M&** Buyer Behavior Analysis! The consumer &ecision Process Behavioral &imensions of consumer markets 2rgani$ational Markets! Buying ob ectives ; *tructures *egmenting+ targeting and positioning strategies 1ew product development Marketing strategies Pricing strategies and policies Marketing channels Promotion mi" decisions Branding and branding strategies &ecision making for strategic business units &ecision making models

Testin" nd (r din": (earning will be accomplished through lectures+ outside readings case analysis and student participation in classroom discussion and presentations.

)rading will tend to focus on your overall personality rather than one or two aspects. A mid,term e"amination and a comprehensive final e"amination will be given. Another portion of the course grade will include the discussion/attendance grade+ #ui$$es+ cases and/or other assignments. 0ach student will also be re#uired to complete individual pro ect. The mid,term e"amination will be of <= percent and final e"amination will be of >? percent. 0"cessive absences 6more than <? percent7 will result in @5 )radeA. Test #uestions may be taken from te"tbook readings+ hyperte"t material+ additional material discussed in class and /or other assigned readings. *tudents may prepare notebook for taking notes and for references. M r)s Distribution o* +,,-: 3ui$$es Assignments 'lass .orkshops 'ases Pro ects Mid,term 5inal 0"am Total BBBBBBBBBBBBBB BBBBBBBBBBBBBB BBBBBBBBBBBBBB BBBBBBBBBBBBBB BBBBBBBBBBBBBB BBBBBBB<=BBBBB BBBBBBB>?BBBBB 100_____

&eco''ended &e din"s: Philip :otler +:evin (ane :otler M r)etin" M n "e'ent + CDth edition Prentice 4all. Eegdesh *heth and &ennis 0. )arrett! M r)etin" M n "e'ent: A Comprehensive Reader+ *outh .estern Publishing.

P#e se .ote: In the unlikely event of an unplanned absence by the instructor+ the material to have been covered during that class meeting will be shifted to the ne"t meeting. If a test was scheduled for that class meeting+ the test will be given during the ne"t class meeting. In the event of any necessary planned absences+ information on schedule changes will be provided in advance.