MARKETING MANAGEMENT

Instructor: Arshad Mahmood Awan

Email: sir.arshad@msn.com
Institute: Lahore School of Economics
Note: To avail all reading and course support material register yourself to OneDrive shared folder.

REQUIRED MATERIALS
Marketing Management, 13th - 15th edition, by Kotler/Keller, Prentice-Hall 2016, ISBN
0-13-385646-1 and The Marketing Plan Handbook, 5th edition with Marketing Plan
Pro, by Marian Burk Wood, Prentice-Hall 2014, 0-13-307835-3.

COURSE DESCRIPTION
The characteristics and management of markets are described in topics that include the
marketing environment, components of the marketing mix, market segmentation, and
planning.

COURSE PERSPECTIVE
The course focuses on formulating and implementing marketing management strategies
and policies, a task undertaken in most companies at the strategic business unit level. The
marketing management process is important at all levels of the organization, regardless of
the title applied to the activity. Typically, it is called corporate marketing, strategic
marketing, or marketing management. For our purposes they all involve essentially the
same process, even though the actors and activities may differ. The course will provide
you with a systematic framework for understanding marketing management and strategy.

Accordingly, the course emphasizes the following:

Primary and changing perspectives on marketing management in the New
Economy.
The impact of interactive media on marketing management.
Applied marketing management and strategy, domestic and global.
An international focus in developing marketing management and strategy.

The course is intended for:

Marketing concentration students who wish to deepen their understanding of
marketing management in a strategy-planning context.
Non-marketing concentration students who desire a course in marketing strategy,
with a management and planning orientation.

Copyright 2016 Arshad Mahmood Awan

COURSE GOALS
To further disseminate and develop the knowledge and skills in the essential aspects of
marketing management, marketing strategy, and emerging marketing applications, with a
focus on the development and execution of programs, audits, and plans.

COURSE OBJECTIVES
This course is concerned with the development, evaluation, and implementation of
marketing management in complex environments. The course deals primarily with an in-
depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques,
and models. The course addresses strategic issues such as:
What business should we be in?
What are our long-term objectives?
What is our sustainable marketing competitive advantage?
Should we diversify?
How should marketing resources be allocated?
What marketing opportunities and threats do we face?
What are our marketing organizational strengths and weaknesses?
What are our marketing strategic alternatives?

To ensure that students have a solid foundation of the fundamental marketing decision-
making tools and management of all of the elements of the marketing plan, students will
be provided the opportunity to apply marketing planning and decision-making skills
through an in-depth semester-long project. We will be building upon these principles
throughout this course especially those principles that you have learned in Marketing.

LEARNING OBJECTIVES
To become familiar with the range of decisions implicit in strategic marketing
management and planning. In addition, to develop skill in using a variety of analytical
frameworks for making such decisions. To develop an understanding of how markets
contrast in terms of:
Their enduring characteristics.
Their stage of development and how the nature of competition in such
markets is impacted.
To develop skills in planning a variety of marketing management tools, ranging from new
product entry strategy to international market product life cycle management and
strategy.
To develop skill in organizing for effective strategic marketing and in implementing the
market planning process.

Copyright 2016 Arshad Mahmood Awan

COURSE STRUCTURE
Semester-Long Marketing Plan Project
An effective way to help students learn about marketing management is the actual
creation of a marketing plan for a product or service. This project is designed to
accomplish such a task.

The class will be divided into groups (five students maximum per group), each group will
decide on a fictional consumer product or service they wish to bring to market. During
the course of the semester each of the elements of the marketing plan, coordinating with
the text chapter, will be due for my review. See the attached schedule for when the
specific information is due to me.

I will review each submission and suggest areas for improvement, for more detailed
study, or if acceptable, allow the students to proceed to the next phase in development.

Students can use the computer program Marketing Plan Pro in creating their proposals
and submissions and in their final presentation(s). At the end of the semester, each group
is to present their entire marketing plan to the class.

Chapter Material Exams

In addition to the semester long marketing plan project, we will have two exams (see
schedule). Students are responsible for all of the material covered from the textbook,
lectures, outside speakers, and any videos/DVDs shown.

METHOD OF INSTRUCTION
The course is highly interactive between the class and the instructor. Through video case
studies/presentations, problems, and specific company client activities, students will have
the opportunity to use the concepts, ideas, and strategies presented in class. Problem-
solving sessions occur in both individual (primarily) and team (occasionally) settings.

This upper level undergraduate course will incorporate a lecture and project-based
approach to marketing management. The textbook used in this course will be used as a
reference point for the discussion(s) of the marketing management project. Students are
encouraged to read and inculcate the major principles found in the textbook.

To ensure compliance with the Universitys policy on academic performance, during

examination periods, once one student completes his/her exam, no additional student(s)
will be allowed to enter the classroom to take the exam.

Cell phones, calculator watches, and/or tablets cannot be used as

calculators during exams. Students must have a separate business
calculator.

Copyright 2016 Arshad Mahmood Awan

Note that occasionally, changes in the schedule of the course, or in the assignments, are
announced during class. It is your responsibility to ensure that you have received all of
the changes and you will still be responsible for this information.

The University is committed to a policy of honesty in academics. Conduct, which

compromises a breach of this policy, may result in academic and/or disciplinary action.
Cheating is a violation of student academic behavior standards. Any student who violates
or knowingly helps another student violate academic behavior standards will be pursued
through the Office of the Dean of the College of Business. Please note that the sharing of
information with other class members or with other sections of the course is considered
cheating.

I will make all the necessary accommodations for class members with disabilities. Those
students who require or who wish to request special accommodations are encouraged to
contact the instructor after the first class of the semester and Student Disability Services
immediately.

Copyright 2016 Arshad Mahmood Awan

EVALUATION

The weightings for the individual components are as follows:

1) Mid Exams 15 percent
2) Final Exams 30 percent
Marketing Project 30 percent
3) Quizzes 20 percent
4) Class Participation 05 percent

Total: 100 percent

Grading for this course is as follows:

Numerical Grade Letter Equivalent

80+ A

75 - 80 A-

70 - 75 B+

65 - 70 B

60 - 65 B-
55- 60 C+

50 - 55 C

45 - 50 C-

40 - 45 D

35 - 40 F

Copyright 2016 Arshad Mahmood Awan

TENTATIVE COURSE SCHEDULE
Marketing Management

Week Chapter Lecture Chapter Topic Quiz, Project & Assignment

1 1 1-2 Defining Marketing for the New 1, Group formation; Selecting

Realities a brand from given choice.
1. Why is marketing important?
2. What is the scope of 2, Marketing Plan Infographic
marketing?
3. What are some core marketing 3, Marketing Plan Pro
concepts?
4. What forces are defining the 4, Discussion
new marketing realities?
5. What new capabilities have
these forces given consumers
and companies?
6. What does a holistic marketing
philosophy include?
7. What are the tasks necessary
for successful marketing
management?

2 2 3-4 Developing Marketing Strategies 1, Quiz-1

and Plans
1. How does marketing affect 2, Discussion
customer value?
2. How is strategic planning 3, Submit groups and product
carried out at the corporate and for approval
divisional levels?
3. How is strategic planning 4, Classic vs Modern
carried out at the business unit Marketing
level?
4. What does a marketing plan 5, Video case
include?

3 3 5-6 Gathering Information and 1, Quiz-2

Forecasting Demand
1. What are the components of a 2, Discussion
modern marketing information
system? 3, Project Understanding
2. What are useful internal discussion
records for such a system?
3. What makes up a marketing Competitive information and
intelligence system? environmental scanning
4. What are some influential projects

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 macroenvironment
developments?
5. How can companies accurately
measure and forecast demand?

4 4 7-8 Conducting Marketing Research 1, Quiz-3

1. What is the scope of
marketing research? 2, Discussion
2. What steps are involved in 3, Colour Psychology in
conducting good marketing Marketing
research?
3. What are the best metrics Initial marketing research
for measuring marketing parameters completed; demand
productivity? forecasted and target market
selections defined
5 8 9-10 Tapping into Global Markets 1, Quiz-4
1. What factors should a company
review before deciding to go 2, Discussion
abroad? 3, Project Progress
2. How can companies evaluate and
select specific international Cultural factors that need to be
markets to enter? considered (if applicable)
3. What are the differences between
marketing in a developing and a
developed market?
4. What are the major ways of
entering a foreign market?
5. To what extent must the company
adapt its products and marketing
program to each foreign country?
6. How do marketers influence
country-of-origin effects?

6 9 11-12 Identifying Market Segments and 1, Quiz-5

Targets
1. In what ways can a company 2, Discussion
divide the consumer market into
segments? 3, Ten Top Marketing Matrix
2. How should business markets be infographic
segmented?
3. How should a company choose the Market segmentation,
most attractive target markets? targeting, and positioning
4. What are the requirements for statements
effective segmentation?
5. What are the different levels of
market segmentation?

Copyright 2016 Arshad Mahmood Awan

7 10 13-14 Crafting the Brand Positioning 1, Quiz-6
1. How can a firm develop and
establish an effective positioning in 2, Discussion
the market? 3, Project Progress
2. How do marketers identify and
analyze competition? Brand positioning
3. How are brands successfully
differentiated?
4. How do firms communicate their
positioning?
5. What are some alternative
approaches to positioning?
6. What are the differences in
positioning and branding for a small
business?
8 15 MIDTERM From Complete 7 Chapters

9 11 16-17 Creating Brand Equity Quiz-7

1. What is a brand, and how does
branding work?
2. What is brand equity?
3. How is brand equity built?
4. How is brand equity measured?
5. How is brand equity managed?
6. What is brand architecture?
7. What is customer equity?
Discussion
Branding strategy: the brand
name, its equity position, and
the decisions in developing the
brand strategy.

10 15 18-19 Introducing New Market Offerings Quiz-8

1. How can new products be
categorized? Discussion
2. What challenges does a company
face in developing new products and
services? Consumer-adoption process for
3. What organizational structures and their new product
processes do managers use to oversee
new-product development?
4. What are the main stages in
developing new products and
services?
5. What is the best way to manage the
generation of new ideas?
6. What is the best way to manage
concept and strategy development?

Copyright 2016 Arshad Mahmood Awan

 7. What is the best way to manage the
commercialization of new products?
8. What factors affect the rate of
diffusion and consumer adoption of
newly launched products and
services?

11 16 20-21 Developing Pricing Strategies and Quiz-9

Programs
1. How do consumers process and Discussion
evaluate prices?
2. How should a company set prices
initially for products or services? Pricing strategy decisions for
3. How should a company adapt their fictional product/service.
prices to meet varying
circumstances and opportunities?
4. When and how should a company
initiate a price change?
5. How should a company respond to
a competitors price change?

12 17 22-23 Designing and Managing Integrated Quiz-10

Marketing Channels
1. What is a marketing channel Discussion
system and value network?
2. What work do marketing channels
perform? Channel decisions for getting
3. How should channels be designed? their product or service to the
4. What decisions do companies face consumer
in managing their channels?
5. How should companies integrate
channels?
6. What are the key channel issues in
e-commerce?
7. What are the key channel issues in
m-commerce?
8. How should companies manage
channel conflict?

13 20 24-25 Managing Mass Communications: Quiz-11

Advertising, Sales Promotion,
Events and Experiences, and Public Discussion
Relations
1. What steps are required in
developing an advertising Advertising program complete
program? with objectives, budget,

Copyright 2016 Arshad Mahmood Awan

 2. How should marketers choose advertising message, and
advertising media and measure creative strategy, media
their effectiveness? decisions, and sales and
3. How should sales promotion promotional materials.
decisions be made?
4. What are the guidelines for
effective brand-building events
and experiences?
5. How can companies exploit the
potential of public relations?

14 21 26-27 Managing Digital Communications: Quiz-12

Online, Social Media, and Mobile
1.What are the pros and cons of online Discussion
marketing?
2.How can companies carry out
effective social media campaigns? Digital communications
3.What are some tips for enjoying
positive word of mouth?
4.What are important guidelines
for mobile marketing?

15 23 28-29 Managing a Holistic Marketing Discussion

Organization for the Long Run
1. What are important trends in Final Project Submission
marketing practices?
2. What are the keys to effective Students should ensure that
internal marketing? their marketing plans contains
3. How can companies be socially a holistic view of the
responsible marketers? marketing process.
4. What tools are available to help
companies monitor and improve their
marketing activities?
5. What do marketers need to do to
succeed in the future?

15 n/a 30 Final Exam

Copyright 2016 Arshad Mahmood Awan