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MKT 640 Consumer Behavior

MKT 645 Marketing Research
MKT 650 Sales Management
MKT 655 Retailing
MKT 660 Entrepreneurship
MKT 665 Promotional and Advertising
MKT 670 Export and International Marketing
MKT 675 Services Marketing
MKT 680 Strategic Marketing
MKT 685 Cases in Marketing
Course Title: Consumer
Course Code: MKT 640
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

The objective of the course is to enable the students study the consumer as a decision maker. This course

examines social and psychological influences on purchasing decisions, emphasizing their implications for

marketing strategy. Topics include the consumer as a decision maker, motivation concepts and their effect

on behavior, images, attitudes, and their measurement; social and cultural influences on purchasing

behavior; models of consumer behavior; application to advertising product and segmentation strategies.

Course Outlines:

1. Introduction
• Consumer
• Consumer
Behavior and Management Sciences

2. External Influences
• Culture/Sub-culture
• Cultural Values
• Demographics and Social Stratification
• Group Influence
on Consumer Behavior

3. Internal Influences
• Perception
• Learning and Product Positioning
• Motivation
• Personality
• Attitudes
• Self-concept and
Life style
4. Consumer Decision Process
• Situational Influences
• Consumer Decision Process
• Information Search
• Alternative Evaluation and Selection
• Purchase
• Post Purchase

5. Organizational Buyer Behavior

Recommended Textbooks:

• “Consumer Behavior”, by John C. Mowen. (Latest Edition)

• “Consumer Behavior”, by David L. Loudon & Albert J. Della Bitta. (Latest Edition)
• “Consumer Behavior”, by Leon G. Schiffman & Leslie Lazar Kanuk. (Latest Edition)
• “Consumer Behavior”, by Hawkins, Best, Coney, McGraw Hill, (7th Edition)
Course Title: Marketing
Course Code: MKT 645
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

The main objective of this course is to help students realise that consistent, high quality marketing

performance depends on objective data-driven strategies. Market research processes and techniques are

introduced to enable students to ask the right question, collect relevant data, analyse and interpret it, and

make decisions based on insights gained from the data. Both qualitative (focus groups, projective

techniques, in-depth interviews) and quantitative tools (cluster analysis, conjoint analysis, multi-

dimensional scaling) are covered in the course. Students are exposed to examples of successful use of

market research across a variety of marketing domains such as advertising, brand positioning, new product

introduction and market segmentation.

Course Outlines:

1. Market Research Process

• Introduction to Marketing Research
• The Market Research Process
• Research Objectives and Types of Research
• Search of Secondary Data
• Data Collection
• Preparation and Tabulation of Collection Data
• Data Analysis

2. Application of Marketing Research

• Identify Market Segment
• Product Research
• Advertising Research
• Market and Sales Analysis Research

Recommended Textbooks:

• “Marketing Research Principles & Applications” by Melvin Crask (Prentice Hall)

• “Marketing Research: Measurement and Method”, by Tull, D.S. and Hawkins, D.I.
(6th Edition) New York: Macmillan, 1993.
• “Marketing Research an Applied approach” (5th Edition) by Thomas C Kinnear.
• “Marketing Research: Text and Cases”, by Boyd, 7th Edition, 1996.
• Marketing Research, By Ralph Boyd, Jr, Ralph Westfall, Stanley F. Stasch, 7th
Course Title: Sales
Course Code: MKT 650
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510


The aim of he course is to develop skills in managing the sales function effectively. Key topics include

linkages between sales management and marketing strategy, selling process and strategies, sales force

organisation, leadership, morale and motivation, recruitment, compensation, sales forecasting, sales forces

quantification and performance evaluation.


1. Sales Management
1. Introduction to Sales Management

2. Planning the Sales Function

2. Strategic Planning and Sales Management
3. Sales Organization
4. Forecasting Market Demand and Sales Budgets
5. Territory Management
6. Sales Objectives and Quotes
7. Sales Ethics

3. Staffing The Sales Team

8. Recruiting and Selecting Personnel
9. Sales Training
10. Territory Design

4. Directing The Sales Team

11. Leadership
12. Motivating Sales People
13. Compensating Sales People

5. Controlling The Sales Team

14. Evaluating Sales Force Performance
15. Controlling Sales People
Recommended Textbooks:

• Sales Management, by Charles M. Futrell, 5th Edition

• Sales Management, Concept and Cases, by Douglas J. Dalrymple, William L. Cron,
5th Edition.
• Johnson, Evgene M., Kurtz, David L., Scheumg, Eberhard, E., Sales Management:
Concepts, Practices and Cases, N.Y. McGraw Hill.
• Donaldson., Bill, Sales Management Theory and Practice London, Macmillan.
• Still, Richard R., Cundiff, Edward W., and Govoni, Norman, A.P., Sales Management
Decisions, Strategies and Cases, N.Y. Prentice Hall.
Course Title: Retailing
Course Code: MKT 655
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

The aim of this course is to study retailing structure, merchandising, promotion, control and retail strategy

to enable the students become good retail planners and decision-makers.

Course Contents:

1. Retail institutions as categorized by ownership, strategy mix, non-store sales and

service versus product retailing
2. Understanding the buyer’s decision process
3. Marketing research in retailing
4. Choosing a Store Location
• Trading -area analysis
• Site selection
5. Retail organization and personal management
6. Merchandising Planning and Management
• Buying and handing
• Financial
7. Communicating with the Customer
• Establishing and maintaining a store image
• Promotional strategy
8. Pricing in retailing
9. Integrating and controlling the retail strategy
10. Careers in retailing

Recommended Books:

• “Retail Management: A Strategic Approach”, by Berman, B. and Evans, J.R. (2nd

Edition). New York: Macmillan, 1983.
• “Modern Retailing: Management Principles and Practices”, by Morgenstein, M. and
Strongin, H (2nd Edition), New York: Wiley, 1986.
Course Title:
Course Code: MKT 660
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: Consent of the Instructor

Aims and Objectives:

The aim of this course is to know how to start a small business of your own. It offers a step-by-step guide

to what has to be done to put together a practical, workable business plan for a prospective business. This

course will take the participant through marketing, organization design, finance accounting and planning

and control as they apply to small companies.

Course Outlines:

1. Entrepreneurship: Introduction
• Entrepreneurs
• Where do the new ideas come from?
• Why you what to start a view business


• Market Research
• Marketing Strategy

3. Foundation of Your Business

• Choosing legal
• Getting money to start
• Insuring Assets

4. Structuring Operations
• Operations,
Space and Equipment
• Personnel Requirements

5. Getting Into the Market

• Advertising and Promotion
• How much to Charge, Price
6. Financial Matters
• The Financial Statements
• Financial Ratios
• Managing Cash Inflows
• Managing Cash Outflows
• Projections
• Pro-forma Finance Statements

7. Keeping Control
• Budgeting as a Control Tool
• Operating Control
• Structuring Planning Time
• Contingency Planning

8. Other Options
• Buying a Going Concern
• Franchising

9. Business Plan Outline

Recommended Books:

• Small Business Start-Up, by Bob Adams.

• Entrepreneurs Are Made, by Lloyd E. Shefsky, McGraw Hill.
• Successful Entrepreneurship, by Kalyani Kulshreshta.
Course Title: Promotional
and Advertising Management
Course Code: MKT 665
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

This course facilitates development of skills in conceptualizing, developing, and implementing advertising

programs consistent with a formulated marketing strategy. The framework of advertising is used to expose

students to various concepts, tools, and techniques utilized in making better advertising decision by

competing in a comprehensive project.

Course Outlines:

1. Market Promotion and Advertising

• Overview of Promotion and Advertising and its relationship to marketing.

2. Objective Setting
• Integrated Marketing Communication
• Setting goals and objectives
• Segmentation and Positioning

3. Message Strategy
• Attention and Comprehension
• Associating Feelings with the Brand
• Brand Equity, Image and Personality

4. Message Tactics
• Creative Approaches
• The Art of the Copy Writing
• Advertising a Copy Testing and Diagnosis.
• Production and Implementation

5. Media Strategy and Tactics

• Setting Media Budgets
• Allocating Media
• Advertising Regulation
• Advertising and Society
Recommended Textbooks:

• Alison Corke, Effective Advertising and PR, London, Pan Books

• Wright, John S., Advertising, McGraw Hill Book Co. New York.
• Sandage, C.H. and Others, Advertising Theory and Practice, Richard. D. Irwin Inc.
Homewood, Illinois, USA.
• Advertising Management, by Rajeev Batra, John G. Myers, David A. Aaker, 5th
Edition, Prentice Hall, India
Course Title: Export and
International Marketing
Course Code: MKT 670
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

The objective of this course is to study fundamental principles, procedures, policies and management

problems associated with marketing in an international setting.

Course Outlines:

1. Introduction to Export and International Marketing

• The scope of export and international marketing.
• Current pattern of Pakistan foreign and world trade

2. The Cultural Environment of Global Marketing

• Cultural, Political, and legal environment

3. International Marketing Opportunity, Analysis, Planning and Strategy

• Researching Global Market
• International Marketing Planning and Strategy formulation
• Foreign Exchange and Exchange Control

4. Pakistan Export Trade

• Institutional Infrastructure for Export
• Export-Import Policy and Export assistance

5. Export Marketing Management

• Product Planning for Global Market
• Export Marketing Channels
• Physical Distribution
• Promotion of Export
• Pricing for Export

6. Special Issue
• Management of Risk and Export Financing
• Quality Control and Pre-shipment Inspection
• Documents for Export
Recommended Books:

• “International Marketing”, by Cateora, P.R. (6TH Edition), Homewood, ILL: Irwin,

• “Export-Import Financing”, by Venedikian, H.M. and Warfield, G.A. (2nd Edition).
New York: Wiley, 1986.
• “International Global Marketing: Concepts and Cases,” 1995 by Grahaw.
• “Complete Export – Export Correspondence,” 1996 by Ronda.
• Cateora Philip R., 1983, International Marketing, Homewook, Ill. Richard D. Irwin.
Course Title: Services
Course Code: MKT 675
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

The objective of this course is to emphasize how service organizations are different in many respects from

manufacturing businesses. It require’s a distinctive approach to planning and implementing marketing


Course Outlines:

1. Introduction to Service Marketing

• Distinctive Aspects of Sales Marketing
• Developing Framework for analyzing services

2. Strategic Service Marketing

• Positioning a Service in the Market Place
• Targeting Customers and Building Relationship
• Forecast and Manage Demand

3. Tools for Service Marketers

• Creating and Delivering Services
• Adding value to Core products
• Developing Pricing Strategies
• Communicating and Promoting Services

4. Challenges of Service Marketing

• Developing and Managing the Customer-Service function
• Organizing and Implementing the Marketing Effort

Recommended Books:

• Services Marketing, by Christopher H. Lovelock, Prentice Hall, 3rd Edition

Course Title: Strategic
Course Code: MKT 680
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510

Aims and Objectives:

The objective of the course is to identify the key issues and the important factors in selecting a strategy.

While attention is given to such areas as portfolio and screening analysis, profit impact of marketing

strategy (PIMS), market segmentation and position strategies, the primary objective is to weave these areas

into a strategic framework. The course is designed around a strategic marketing planning approach with a

clear emphasis on how to do strategic analysis and planning.

Course Outlines:

1. Introduction to Strategic Marketing

• The Strategic Role of Marketing
• Business Strategy
• Marketing Strategy
2. Marketing Situation Analysis
• Define and Analyze Markets
• Marketing Segmentation
• Analyzing Competition
3. Designing Marketing Strategy
• Market Targeting and Positioning Strategies
• Planning for New Product
4. Marketing Program Development
• Product Portfolio Strategy
• Distribution Strategy
• Price Strategy
• Promotion Strategy
5. Implementing and Managing
• Designing Marketing Organization
• Marketing Strategy Implementation and Control
• Marketing Strategy, Planning & Implementation, by Walker, Boyd, Larreche.
• Strategic Marketing, by David W. Cravens, 3rd Edition.
• Strategic Marketing Problems, Cases and Comments, by Roger A Kerin, Robert A.
Peterson, 7th Edition, Prentice Hall.
Course Title: Cases in
Course Code: MKT 685
Credit Hours: Three (3)
Semester: Specialization for MBA
Prerequisite: MKT 510 & MKT 680

Aims and Objectives:

The objective of this course is to present to the students real marketing situations for analysis, decision and

actions plans through case method. Students are asked to step into the shoes of decision-makers and

propose an appropriate action plan. At least eight long cases on the following topics will be covered during

the semester.

Course Outlines:

Cases Topics
Basic considerations in
case analysis

1. Opportunity analysis and market targeting

2. Marketing Research
3. Product and service strategy management
4. Pricing strategy management
5. Marketing channel strategy and management
6. Marketing communication strategy and management
7. Marketing strategy the control process
8. Marketing programs

Recommended Books:

• Strategic Marketing Problems, by Roger A Kerin, Robert A Peterson, Prentic Hall, 7th
• Strategic Marketing, by David W. Cravens, 3rd Edition.