Institute of Management Technology Academic City, Dubai Syllabus MBA Program

Course Title : Marketing Management Instructor : Dr. K. Abdul Waheed Classroom : Timing : waheed@imtdubai.ac.ae Credit Hours :3
I. Course Description

Course Code: MKT 601 Office : Telephone : E-mail :

Marketing Management course offers an introduction to the strategic orientation of marketing decisions. The course focuses on the concepts markets, differentiation from competitors, value to the customers and product or service decisions, pricing, marketing communications and use etc. II. Course Objectives 1. 2. 3. 4.

as well as tactical like choice of target positioning, form of of delivery channels

Explain the marketing concepts, tools and techniques. To apply marketing concepts/principles to marketing situations. To apply Marketing research tools and conduct market survey and analyze findings. Ability of the students to communicate, in an oral and written format, business analyses and topics.

III. Learning Outcomes After completion of this course, students will be able to:

1. Demonstrate ability to conduct preliminary Marketing research and derive useful

inferences from the data collected

2. Prepare and critically analyze professional marketing reports and communicate them
efficiently

3. Implement different tools of Marketing mix 4. Apply principles of marketing to real life business problems
IV. Textbook and Other Major References A) Textbook The main textbook for the course is: Kotler, Philip. Marketing Management, 13th ed., Upper Saddle River, NJ: Prentice-Hall, Inc., 2009. B) Other References

1. Winer, Russell S. Marketing Management, 3rd ed. Pearson Education, 2007.

2. Michael J. Etzel, Bruce J. Walker Stanton and William J., Marketing, 13th ed. McGraw
Hill, 2004. 3. Best, Roger. Market-Based Management, 5th ed. Pearson Education, 2009. 4. Harrell, Gilbert D. and Gary L. Frazier, Marketing: Connecting with Customers, 2nd ed. Pearson Education, 1999. 5. Kerin, Roger and Robert Peterson. Strategic Marketing Problems, 12th ed. Pearson Education, 2010. V. Pedagogical Approach The course employs a balanced mix of lectures/class discussions and case studies/projects. Class lectures and discussions provide an exposition to key concepts, and are supported by current marketing practices. The case studies/projects provide an opportunity to apply the theories, concepts, and analytical devices developed in the lectures. VI. Course Evaluation All students are expected to observe the academic rules and regulations of the IMT. Please refer to your Student Handbook for specific details. Feel free to ask your instructor or Dean of Graduate Programmes if you have any questions as to how those rules and regulations apply to this course. Assignments are important part of this course. All assignments must be handed-in on the due dates. Evaluation would be based on class participation, presentations, assignments, tests, projects etc. and a Final Examination. Evaluation scheme is as follows:

1. Project 2. Case Analysis

3. Quizzes 4. Class Participation 5. Mid Semester Test 6. Final exam. Total

15% 15% 10% 10% 20% 30% 100%

VII. Course Delivery Plan Week Topic Hrs Activities (Assignments/ Reading Material/ Case studies/Project/Quizzes/mid-term and Final exam/) Group formation & case selection

1st

Introduction and orientation to the course, background for the study of marketing, What is marketing? Marketing system, definitions and scope of marketing. Core concepts of Marketing, Elements of Marketing Mix, Companys orientation towards the market place. Managing customer satisfaction by delivering value, attracting and retaining Customers. Market Oriented Strategic Planning & Forecasting market demand Marketing research process, research designs, sampling, data collection and analysis. Understanding marketing environment & Customer Analysis (consumer and organizational buying behavior) Competitor Analysis and designing strategies & Segmentation and Targeting Developing and Communicating Positioning Strategy & Positioning

2nd

3rd

4th

Case study: Oscar Mayer: Strategic Marketing Planning. Write -up submission & presentationGroup 1 Case study: Zenith HDTV Write -up & presentation-Group 2 Quiz 1 Case study: The New Beetle. Write up & presentation-Group 3

5th

6th

Status report of group project Groups 5, 6, 7 & 8 Case study: BMW Z3 Roadster Write -up & presentation-Group 4 Status report of group project Groups 5, 6, 7 & 8 An Article by McKechnie, Grant and Katsioloudes (2008): Positions and positioning: strategy simply Stated, published in Business Strategy Series, 9(5). Mid Term Exam Topics covered upto the date of the exam

7th

8th

Product Life Cycle Marketing Strategies Stages in Market Evolution & New Product Development Process; Consumer Adoption

Process 9th Product and Brand Strategy 3 Case study: Nestl Refrigerated Foods: Contadina Pasta & Pizza (A). Write -up & presentation-Group 5 An article by Melodena Stephens Balakrishnan (2008), Dubai a star in the east: A case study in strategic destination branding, published in Journal of Place Management and Development 1(1). Case study: Avari Ramada Hotel (Pakistan) Write -up & presentation-Group 6 Quiz 2 Case study: Goodyear: The Aquatred Launch. Write -up & presentation-Group 7 Case study: Citibank: Launching the Credit Card in Asia Pacific (A). Write -up & presentation-Group 8 An Article by Derby, Jones and Al Madani (2003),e- Commerce Marketing: Fad or Fiction - A case study in UAE, published in Logistics Information Management, 16(2) Group project presentation Groups 5, 6, 7 & 8 Group project presentation Groups 1, 2, 3 & 4 Final Exam Comprehensive covering all the topics / syllabus discussed

10th 11th

Services: Nature, Marketing Strategies Developing Price Strategies

3 3

12th

Channel Strategy, Decisions and 3 Policies

13th 14th

Managing Integrated Marketing Communications Advertising, sales promotions, Public Relations and Direct Marketing Organizing and Implementing the Marketing Plan

3 3

15th

Guidelines Case Analysis Form a group with the members of your choice. The group size should not exceed 4-5. Each group will be provided with a case and is expected to present and submit a write-up. Case Write-up The group is expected to analyze the case and prepare a write-up. The write-up should not exceed 5 pages (12 font; Times new roman, 1 line space) excluding exhibits and appendices. Your write-up will be graded on both style and content. Present your ideas in a clear, concise, logical and organized manner. Dont repeat the case facts in your write-up. Group Presentation

The group will get a maximum presentation time of 30 minutes with some 30 minutes for discussion and Q&A. You should submit a copy of your slides before the presentation for some suggestions from me. The following are some guidelines for your presentations: Focus on the key issues and do not spend (much) time on long, detailed, complete and repetition of facts presented in the case. Involve the class by direct questioning, discussion of problems/issues, presentation of controversial statements, etc. Group Project Title: Comparative Market Analysis of a Organization The group is required to study an organization. The project work should not be a pure description of the company, but should also involve critical evaluation and/or identification of key issues. The following are some guidelines for the project: 1. Select a industry in which you are interested (i.e.: consumer goods, industrial goods, travel, postal, health care, entertainment, finance, retail, etc.). 2. Select a leading business in your field of interest. For example, in the travel industry, you might select an airline, a cruise line, a tourism bureau, a hotel chain, a travel agency, a car rental firm or a resort/destination. 4. Prepare a critical evaluation of the organization that you have chosen. Some of the criteria for evaluation are: At whom is this product / service targeted? What is the product / service concept, stated in terms of results produced for the customer? How is it being positioned in relation to customer needs and competitive offerings? What is the level of customer satisfaction? How is it managing the marketing mix? What are your recommendations on its strategies on segmentation, targeting and positioning and marketing mix? 4. Conduct a comparative analysis between the leader you have chosen and a company (or companies) within the industry that does not enjoy the same success. What strengths and weaknesses do you find in their marketing efforts? How have their efforts enhanced or hindered the companys image and success? 4. Your analysis should use the concepts developed during the course where appropriate. 5. The write-up should not exceed 10 pages excluding appendices (as per the same format suggested for case write-up). 6. Before making presentation, you should submit your slides.