Marketing

Management
Course Code: EM-702
Semester: 03
Batch-EMBA 04
Section: B

COURSE
DESCRIPTION
deals with the basic issues at all levels from

The course
producer to
consumer and emphasizes the planning required for the efficient use
of marketing tools in the development and expansion of markets.
Further, it exclusively introduces students on the principles, functions,
tools, and strategies for marketing. Topics include how individual and
organizational consumers make decisions, segment markets and
estimate customer economic value and position the firm. The course
also focuses effective marketing research, new product development,
pricing strategies, communicating with customers and managing
relationships with sales force and distribution partners. Efforts have
been made to ensure joyful study matter by freeing the students from
over-loaded content. Multiple Choice Questions and creative
questions are added for exercise as samples at the end of each chapter
to make assessment more meaningful. Besides, different related
videos, audios and images have been arranged to ensure the effective
learning.

COURSE OBJECTIVES
This course will introduce one to the fundamental issues
of marketing and shows ways to manage marketing,
and through an analysis of real - world marketing
issues, one will be allowed to apply these concepts
not only to address problems and opportunities facing
marketers but also to manage those in more effective
way.
The course is essential for those who want to be
experts in different areas of business.

OUTCOME OF THE COURSE

It is expected that, after completing this course one would
be able to have clear concept regarding marketing and
how to manage the different aspects of marketing more
effectively and fruitfully. One will be able to identify
the marketing mix components in relation to market
segmentation; explain the economic, psychological,
sociological, and global factors which influence
consumer and organizational decision-making
processes; outline a marketing plan and devise
strategies regarding product, branding, pricing, place
and promotion to meet customer demands in a better
way.

Course
The course
will dealt Topic
with the following topics Understanding Marketing Management
Developing Marketing Strategies and Plans
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets & Business Markets
Market Segmentation, Targeting & Positioning
Branding Strategy
Dealing with Competition
Product strategy
Developing Pricing Strategies and Programs
Designing and Managing Value Networks and Channels
Managing Retailing and Wholesaling
Designing and Managing Marketing Communications

Marks
distribution
Class
Attendance
Class Test/
Quiz/ Case
Presentation
Assignment

Weight
(%)
5
10
5
5

Term Paper

Mid-term
Exam (102)
Final Exam
Total

20

Marks

GPA

Grad
e

80% 100%
75% - 79%

4.00

A+

3.75

70% - 74%

3.50

A-

65% - 69%

3.25

B+

60% - 64%

3.00

55% - 59%

2.75

B-

50% - 54%

2.50

C+

45% - 49%

2.25

40% - 44%

2.00

0% - 39%

0.00

Incomplet
e

50
100

Students will not be allowed to sit for Final

Exam without 75% of attendance in Class.

Marks
distribution
for attendance

Weight
(5)

Attending
100%
Missing 1
Missing 2
Missing 3
Missing 4
Missing 5
Missing more
than 5

5
4.5
4
3.5
3
2.5
0

CLASS TEST & QUIZ

There will be two class Tests and many other
Quizzes.
There will be no make-up tests.

ASSIGNMENT/ TERM PAPER

Students have to submit one assignment/
term paper. The topic will be announced in
advance.
Bootlegging is strictly prohibited.
No assignment will be taken after the
submission date.

PRESENTATION
Presentation is mandatory for all and it bears 10
marks. Students have to perform both
individual and group presentation.
In each class at least three students will be
selected and each of them will get 4 minutes
to present a topic of previous class.
Except that, students have to present their term
paper in group.

CLASSROOM RULES OF
CONDUCT

NB: Course teacher may

bring any changes in
contents if requires. In
that case students will be
informed in advance.

BOOKS RECOMMENDED:
Text:
1. Kotler,Keller, Koshy & Jha, Marketing Management, Pearson Prentice-Hall Inc.
References:
2. W.J. Stanton, Fundamentals of Marketing, McGraw-Hill
International Book Company, New York (USA).
3. Philip Kotler and Gary Armstrong, Principles of Marketing, PrenticeHall Inc. New Jersy (USA).

TREATMENT FOR UNFAIR

MEANS
Adoption of unfair means is strictly
prohibited and will be dealt seriously as
existing university policy.

YOUR IDEAS, EVALUATIONS, ETC.

In general, your ideas, comments, suggestions,

questions etc. are always welcome. Your
discretion in these matters is expected. No
part of your grade will be based on anything
other than your coursework and attendance.

Class Hour:
Fri

6.30pm9.30pm

COURSE FACILITATOR:
Easnin Ara ,
Lecturer in Marketing,
Faculty of Business Studies
Bangladesh University of Professionals
Cell: 01713-302601
E- mail: emaeasnin@yahoo.com