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This document provides a course outline for a Marketing Management & Strategy course at GIFT Business School. The 3-credit graduate-level course will be taught on-campus in person by three instructors. Topics covered include developing marketing strategies and plans, analyzing consumer markets, identifying market segments, and designing integrated marketing communications. Students will learn fundamental concepts and tools to formulate, implement, and evaluate marketing strategy in diverse situations. The course aims to help students understand marketing from a general management perspective.
This document provides a course outline for a Marketing Management & Strategy course at GIFT Business School. The 3-credit graduate-level course will be taught on-campus in person by three instructors. Topics covered include developing marketing strategies and plans, analyzing consumer markets, identifying market segments, and designing integrated marketing communications. Students will learn fundamental concepts and tools to formulate, implement, and evaluate marketing strategy in diverse situations. The course aims to help students understand marketing from a general management perspective.
This document provides a course outline for a Marketing Management & Strategy course at GIFT Business School. The 3-credit graduate-level course will be taught on-campus in person by three instructors. Topics covered include developing marketing strategies and plans, analyzing consumer markets, identifying market segments, and designing integrated marketing communications. Students will learn fundamental concepts and tools to formulate, implement, and evaluate marketing strategy in diverse situations. The course aims to help students understand marketing from a general management perspective.
Faculty: GIFT Business School Credit hours: 3 Course level: Graduate Campus/Location/Instruction Mode: GIFT University/On Campus/In Person Course Instructors: Shoaib Muhammad, Awais Afzal & Shazif Iqbal 055-111.900.100 (Ext. 165) shoaib.wazir@gift.edu.pk shazifai@yahoo.com.au mhd_awais@hotmail.com Consultation hours: - Pre-requisite: Principles of Marketing/Basic Concepts of Marketing Timing See University Timetable This document was last updated: 16 March, 2012
BRIEF COURSE DESCRIPTION
The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It aims at developing a solid understanding of the basic terminology, concepts, tools, and frameworks in marketing. A broad range of marketing issues in a variety of consumers, industrial, and service environments is covered. Among the topics discussed in the course are consumer and industrial buying behavior, market segmentation, production positioning, elements of marketing mix. Social concepts of business are covered both explicitly in a couple of cases and implicitly throughout the course. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.
COURSE LEARNING OBJECTIVES
By the end of the course it is expected that the student will:
Understand fundamental marketing strategy concepts and theories; Be able to identify and use appropriate methods and tools for formulating, implementing, monitoring and evaluating marketing strategy in diverse organizational and marketing situations; Be able to develop, write and present a formal strategic marketing plan including financial implications; and Understand principles and behaviors underlying effective performance in project based teams.
To achieve these objectives, teaching focus will be on conveying the specific concepts and develops analysis capabilities without losing the general management perspective.
COURSE MATERIALS
The course packet is ready for you to purchase at the Resource Center. IT IS ESSENTIAL FOR EVERYONE TO PURCHASE THE COURSE PACKET. This packet contains book chapters, readings and case-materials. Required readings should be done before the class for which they are assigned.
REFERENCE TEXT BOOKS
Marketing Management, South Asian Perspective: Kotler, Keller, Koshy, & Jha, 13th edition Prentice Hall India, 2009 Marketing Management and Strategy, by Peter Doyle, second edition. Strategic marketing planning , Colin Gilligan, Richard Malcolm Sano Wilson Marketing Strategy and Management, by Michael. J. Baker. Fourth Edition Marketing Management and Strategy, A Reader, by Philip Kotler, Keith Kohn Cox
Most of these books are available at GIFT Library.
PREREQUISITES
Pass is required in any introductory course on Marketing.
CLASS PARTICIPATION
Class attendance is a requirement. If youre not in class, you cant participate. You should notify me in advance via email if you cannot attend a class. Missing multiple classes can seriously jeopardize even the best students chance of success in this class. Participation is evaluated by the quantity and quality of your input. Thus, students are expected to adequately prepare for all classes. Overall, lets try to create discussions around interesting, creative and insightful comments that stimulate the minds of the group. Some of the criteria that I will use to judge effective class participation for grading purposes include:
Is the participant a good listener? Are points made relevant to the current discussion? Are they linked to the comments of other students? Do the comments show clear evidence of appropriate and insightful analysis of the case data? Is there a willingness to participate? Is there a willingness to test new ideas, or are all comments safe? Do comments clarify and highlight the important aspects of earlier comments and lead to a clearer statement of the concepts being covered?
One of the following six grades is recorded as Class Participation in each session:
-1 or -2 student was absent or was engaged in cross talking, or didnt prepare for the session
0 late, no participation, or was unprepared for session
1 Read the case
2 Thorough Preparation + Active listening (challenge someones analysis)
3 preparation + Active listening + Excellent explanation
4 Analyzed the case, evaluated options and decision defended
5 Added to my learning
SESSIONS TOPICS READINGS CASES/ARTICLES 1 Defining Marketing For The 21st Century.
Why is Marketing important? What is the scope of Marketing? Nature of marketing Core marketing concepts Some fundamental Marketing Concepts, How Marketing Management changed. New paradigms in marketing What are the tasks necessary for successful Marketing Management?
Ch 01
Handout and
Assignment 2 Developing Marketing Strategies and Plans
Marketing and Customer Value How Does the Marketing affect Customer Value? Corporate and Division Strategic Planning Business Unit Strategic Planning Product Planning. How does the Marketing affect customer Value? How is the Strategic Planning carried out at different levels of the organization? What Does Marketing Plan Include?
Ch 02
3 Gathering Information and Scanning the Environment
What are the components of a modern Marketing information system? What is involved in a Marketing Intelligent System? What are the key methods for tracking and identifying opportunities in macroenviornment & developments in macroenvironment? Ch 03
Assignment:(Separate)
Case study: Lucozade
4
Creating Customer Value, Satisfaction and Loyalty Customer value, satisfaction and loyalty and how can companies deliver them? What is the lifetime value of customers and how can marketers maximize it? How can companies cultivate strong customer relationship? How can companies both attract and retain customers? What is database marketing?
Ch 05
5 Analyzing Consumer Markets How do consumer characteristics influence buying behavior & major psychological processes influence consumer Reponses to the marketing program? How do consumers make purchasing decisions? How do marketers analyze consumer decision making?
Ch 06
Case Study: Maggi From vice is nice to where 6 Identifying Market Segments and Targets
Different levels of market segmentation & requirements of effective segmentation? How companies divide a market into segments? How companies choose the most attractive target markets?
Ch 08
Case Study: The Tata Nano: The Peoples Car( ECCH Case)
7 Conducting Marketing Research & Forecasting Demand
What constitutes good Marketing research and metrics for measuring marketing productivity? How can marketers assess their return
on investment of marketing expenditure? How can companies more accurately measure and forecast demand?
8
Creating Brand Equity What is a brand and how does branding works? What is brand equity & how is it built, measured and managed? What are the important decisions in developing branding strategy? Warranties and guarantees as marketing tools?
Ch 10
9 Mid Exam: All Previous Contests
10 Crafting the Brand Positioning , Setting Product Strategy How can a firm choose and communicate an effective positioning in the market & how brands are differentiated? What are the characteristics of products and how do marketers classify products? How companies differentiate products? Companies' product mix and product line? How can companies use packaging, labeling, warranties and guarantees as marketing tools? Setting Product Strategy Product Characteristics and Classifications Differentiation Product and Brand Relationships Notes on Marketing Strategy Marketing Myopia
Ch 11 & 12
11 Developing Pricing Strategies & Programs
How do consumers process and evaluate prices? How should a company set prices initially for products or services? When should company initiate a price change? How should a company respond to a competitor's price change?
Ch 14
RIN Detergent: To Position Or Reposition-Case Study
Marketing Myopia by Theodore Levitt (HBR Article)
12 Designing and Managing Integrated Marketing Communication. What is the role of Marketing Communication? What are the major steps in developing effective communications? What is communication mix and how should it be set? What is the integrated marketing communications program? Ch 15
Case Study: Incredible India Building a country as a tourism Brand 13 Designing and Managing Value Networks and Channels The students need to recognize the importance of designing marketing channel system and value network & the work that the marketing channel performs? What decisions do companies face in managing their channels and channel conflict? What are the key issues with e- commerce?
Ch 15 & 16
14 Managing Mass Communications: Advertising, Sales Promotions, Events and Public Relations
What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? Ch 18
15 Managing Personal Communications: Direct Marketing and Personal Selling Integrate direct marketing for competitive advantage? What decisions do companies face in designing and managing a sales force? How can salespeople improve their selling, negotiating, and relationship marketing skills?
Ch 19
Case Study: Celebrity Brand Endorsement Please note: This is a proposed schedule only and may be varied at the discretion of the instructor to give a greater or lesser degree of emphasis to particular topics.
Marketing Plan for Products (IN GROUP) This marketing plan describes the general course of action and recommendations for this years marketing efforts for the ____ product line throughout the calendar year. It touches briefly on the product, the market segment, size, product offering, positioning, and the opportunities for Company Name. It then goes into detail about the tactics and execution to make this an explosive year for the Company Name/Division. Please refer to the appendices for a copy of the pricing schedule, media schedule, and timelines. Please refer to detail marketing plan provided with course pack for your understanding. Students can also avail consulting hours for further discussions and understanding for the project. ASSESSMENT Item Assessment Task Length Weighting Due Day and Time 1. Mid-Term Exam. 1 hour 30 mins 20% In Week 8 Class 2. Quizzes & Assignments 10 to 15 mins 20% Various Weeks in Class 4. Final Project 1 month 20% Before last week of classes 5. Final Examination 2 hours 40% During Formal Examination Period
Students must complete each component of the assessment to the satisfaction of the course instructor, and achieve an overall mark 50% prescribed by the examination department in order to pass the course. All components of the above assessment are compulsory, and must be completed in order to obtain a pass grade. Students are expected to perform satisfactorily in each item.