INSTITUTE OF MANAGEMENT SCIENCES

BAHAUDDIN ZAKARIYA UNIVERSITY, MULTAN

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Course Plan Marketing Management

MBA I (1st) Semester

Session 1
Introduction to Marketing
 Definitions
 Marketing Concept, Selling Concept, Production concept
 Marketing Exchange Process
(Source-Ch 1 PK)
Session 2
 Relationship Marketing
 Societal Marketing
 Supply Chain Management
(Source-Ch 1 PK)
Session 3 Strategic Marketing
 Corporate Level Strategies
 Defining the Corporate Mission, Vision, Goals & Objectives
 BCG Approach
(Source-Ch 2 PK)
Session 4
 New Business Strategies
 Intensive Growth
 Integrative Growth
 Diversification Growth
(Source-Ch 2 PK)
Session 5 Strategies for Business Units
 Business Mission, Vision, Goals & Objectives formulation
(Source-Ch 2 PK)
Session 6
 SWOT Analysis
 Strategy Formulation, Program formulation, feed back & control
(Source-Ch 2 PK)
Session 7
Market Planning Process
 Value Delivery Sequence
 Contents of Marketing Plan
(Source-Ch 2 PK)
Session 8
 Environmental scanning
(Source-Ch 3 PK)
Session 9
Marketing Research and Marketing Information System
  Types of Research
 Types of Data
 Sources of Data
(Source-Ch 4 PK)
Session 10
 Methods of Conducting Research.
Sampling Process
(Source-Ch 4 PK)
Session 11
 Marketing Information System
 Marketing Intelligence system
(Source-Ch 4 PK)
Session 12
 Analysis of Marketing Plan-Case Discussion (Rise and Fall of EMI
Scanners) (Marketing Plans-by Malcolm McDonald 1995)

Session 13
Target Market Strategies
 Defining Market Segmentation, Micro Marketing, Mass Marketing
(Source-Ch 8 PK)
Session 14
 Bases for Market Segmentation, Demographic, Psychographic Segmentation
 Behavioral Segmentation
(Source-Ch 8 PK)
Session 15
Consumer Behavior
 Factors Influencing Buyer’s Decision Making Process
(Source-Ch 6 PK)
Session 16
 Buying Decision Process
 Buying Roles
 Stages of Buying Process
(Source-Ch 6 PK)
Session 17
 Organization Buying Behavior
(Source-Ch 7 PK)

Session 18

Dealing with the Competition

Defining Competition, Forms of Competition, Concept of Competitive Advantage
(Source-Ch 11 PK)

Session 19
 Identifying Competitors
Analyzing Competitors
(Source-Ch 11 PK)
Session 20
 Designing Competitive Strategies
(Source-Ch 11 PK)
Session 21
Setting Product Strategy
 Defining Product Characteristics and Classifications
 Product Mixes
(Source-Ch 12 PK)
Session 22
 Product and Brand Relationships
 Packaging, labeling
(Source-Ch 12 PK)
Session 23
 Brand Equity (Ch-9)
 Brand Positioning (Ch-10)
Article: Determinants of Brand equity (emaraldinsight.com)

Final Term
Session 24
 Brand Positioning (continued) (Ch-10)
 Case Study- Positioning Strategies of ICI-Dulux (Pakistan)

Session 25
 Product Life Cycle
(Source-Ch 10 PK)
Session 26

Article Presentation & Discussion-- New product launch "mix" in growth and
mature product markets Hart, Susan; Tzokas, Nikolaos
Benchmarking: An International Journal; Volume 7 No. 5; 2000

Session 27
Developing Pricing Strategies and Programs
 Understanding Pricing
 Setting the price
(Source-Ch 14 PK)
Session 28
 Setting the Price
 Adapting the Price
(Source-Ch 14 PK)
Session 29
Designing and Managing Value Networks and Channels
 Role and Importance of Marketing Channels
 Value Networks
(Source-Ch 15 PK)
Session 30
 Channel Design and Channel Management Decisions
(Source-Ch 15 PK)
Session 31
 Channel Integration and Systems
 Channel Conflicts, Cooperation and Competition
(Source-Ch 15 PK)
Session 32
 Retailing
 Types of Retailers
 Trends in Retailing
 Private Labels
(Source-Ch 16 PK)
Session 33
 Wholesaling
 Market Logistics- Objectives and Decisions
(Source-Ch 16 PK)
Session 34

 Supply Chain Management

Source-(Purchasing and Supply Chain Management, Emaraldinsight.com)

Session 35

Article: Supply chain management: the re-integration of marketing issues in logistics

theory and practise by Svensson, Goran European Business Review; Volume 14 No. 6;
2002
Session 36

Managing Mass Communications

 Advertising: Definition, Frequency, Reach and Impact, Media Selection
(Source-Ch 18 PK)
Session 37
 Advertising (Continued)
(Source-Ch 18 PK)
Session 38

 Publicity and Public Relations

 Sales promotion: Objectives, Sales promotion Techniques
 Advertising versus sales promotion
(Source-Ch 18 PK)
Session 39

 Managing Personal Communications

 Direct Marketing
(Source-Ch 19 PK)

Session 40

Article Presentation and Discussion—Advertising vs Sales Promotion: A Brand

Management Perspective By George Law, Jakki J. Mohr.
Journal of Product and Brand Management Vol. 9, No. 6 2000

Session 41
Service Marketing
 Nature of Services, Difference between products and Services
 Service Mix
(Source-Ch 13 PK)

Session 42
 Marketing of Service Organizations
(Source-Ch 13 PK)

Session 43
Introducing New Market Offerings
 Challenges in New Product development
 Managing the Development Process
 The Consumer Adoption Process
(Source-Ch 20 PK)
Session 44

Article-- The Internet: new international marketing issues

Eid, Riyad; Trueman, Myfanwy
Management Research News; Volume 25 No. 12; 2002

Session 45
 Entering Global Markets
(Source-Ch 21 PK)
Reference Material
 www.google.com
 www.emaraldinsight.com
 Research Articles

Books

 Marketing Management, 12th Edition by Philip Kotler

Published in 2006 by Prentice_hall of India
 Fundamentals of Marketing, 8th Edition by William J. Stanton
 Basic Marketing, 14th Edition by McCarthy E. Jerome
 Levy and Weitz, “Retailing Management” Fourth Edition, Published in 2001 by
McGraw-Hill Irwin Companies Inc.
 International Marketing, 11th Edition by Philip Cateora, John graham
Published in 2002 by McGraw Hill Inc.
 A.J.van Weele “Purchasing and Supply Chain Management”, Published by
Thomson Learning TM in year 2000.

Course Instructor: Prof. Dr. M. Zafarullah

Assisted by:Mr. M. Haroon Hafeez