AMERICAN INTERNATIONAL UNIVERSITY – BANGLADESH

Faculty of Business Administration, Department of Marketing

BBA Program (Term: Fall 2010-2011)

COURSE OUTLINE

I. Course Code and Title: BBA 3117 - Marketing Management

II. Credits: 3

III. Course Description: This course is designed to help the students to understand the managerial orientation,
the analytical aspects and the basic discipline perspective of Marketing through theoretical and practical
approaches.

IV. Objectives: The primary objectives of the course are to provide:

- a managerial perspective on the marketing function across business, government and consumer markets
- practical concepts and tools for analyzing market opportunities and company capabilities as the bases
for strategic market selection, developing customer value propositions and competitive differentiation
- action-oriented approaches for translating strategic market analysis into marketing programs that
integrate product, pricing, communications and channel decisions

V. Topics to be covered:

Topics Specific Objectives Time Text

Frame Chapter
Marketing for the 21st Orienting practical approaches to the fundamental Lecture 1, 1
century concepts of Marketing & its Management 2&3
Developing marketing Examining some of the strategic marketing implications Lecture 4 2
strategies & plans in creating customer value and looking at several
perspectives to draw up a marketing plan
Gathering information Monitoring marketing environment that constantly Lecture 5 3
&scanning the presents new opportunities and threats &6
environment
Conducting marketing Review steps in marketing research process & outline Lecture 7 4
research & forecasting how marketers can develop good sales forecasts
demand
Creating customer value, Spelling out in details ways companies can win Lecture 8 5
satisfaction & loyalty customers beating competitors
Consumer Markets Exploring individual consumer buying dynamics and its Lecture 9 6
influence on marketing strategies
Business Markets Exploring business consumers’ buying dynamics and its Lecture 10 7
influence on marketing strategies
Market Segmentation Exploring ways of dividing market into segments and Lecture 11 8
choosing the most attractive target markets & 12
Creating brand equity Understanding strategic brand management process Lecture 13 9
Competition Discussing strategies to effectively deal with competition Lecture 14 11
Product Strategy Discussing product differentiation and ways of managing Lecture 15 12
product mix & product lines
Designing & managing Systematically analyze services and how to market them Lecture 16 13
services most effectively
Pricing Strategy Understanding pricing criteria and ways consumers Lecture 17 14
process & evaluate price & 18
Marketing Channels Understanding the role of channels, designing channels Lecture 19 15
and managing channel conflicts
Managing retailing, Consider marketing excellence in retailing, wholesaling Lecture 20 16
wholesaling & logistics & logistics
Integrated Marketing Understanding communication mix and ways of Lecture 21 17
Communication integrating them to exert optimum effects
Managing mass Examine the nature & use of mass communication tools Lecture 22 18
communications
Managing personal Describing effective interactive marketing strategy and Lecture 23 19
communications sales force management
New Market Offerings Understanding stages & management of new product Lecture 24 20
development as well as its challenges
Tapping into global Major decisions in expanding into global markets Lecture 25 21
markets
Group Term Paper Presentation Last 2
Lectures

VI. Teaching methods & tools: Lecture, case studies, discussion, participation and presentation will be the
main teaching mode. White Board and Multimedia presentation will be used as visual aid.

VII. Evaluation: Attendance, discipline and class participation: 20% Mid-term exam: 20%
Group term paper: 20% Final exam: 30%
Quiz: 10% Total 100%

VIII. Textbook / Reference Materials:

Text Book - Marketing Management, Philip Kotler & Kevin Lane Keller, 13th edition, Prentice Hall
Reference materials - Will be provided as needed during the course

IX. Course Instructor: Mahbub Hossain (Faculty of Business)