MARKETING MANAGEMENT

SPRING SEMESTER 2003

Post lecture assistance/discussion: immediately after class, by prior appointment, or by Email .

COURSE OUTLINE Modern marketing is an evolutionary process where methods and concepts are constantly changing to meet new challenges. This course focuses on the principle elements of Marketing.

The lectures are designed to cover many aspects of marketing, though some may only be at a superficial rather than an in depth level. However, through the lectures and course work you will discover, learn and apply basic theory of Marketing and be aware of the fundamentals and principles of Marketing Management.
STUDY LITERATURE Marketing Management: analysis, planning, implementation, and control/ Phlip otler. !"#: $urther readings will be assigned by instructors during classes% EXPECTATIONS The instructors e&pect every student to follow the course and lectures diligently and ensure time is allocated to all non'lecture assignments. (f at any time during the course you have difficulty with the structure or content, you should inform your instructor.

)ue to the nature of Marketing changes in theory and practice are constant. Each student is e&pected to maintain an active interest and study of Marketing periodicals and publications, both national and international. *elected topics or news items may be discussed and debated in class.
COURSE OBJECTIVES

To aid development of the students+ level of English terminology in relation to Marketing Management and to provide students with the fundamental Marketing concepts and practices that will assist them in their future career. ,t the end of the course the student should be able: -. .. /. To define the concept of Marketing and Market. To grasp the fundamental principle of Marketing Management. To ,pply the fundamental theory and concepts to modern market.

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To apply the theory and concepts to case study

OBSERVATIONS *tudents must ensure that all mobile telephones and other transmitting e1uipment are turned off during class. (f there is an essential need to take a call you will be e&pected to leave the classroom and be responsible for catching up with any missed course work. (n order to benefit fully from the course, you should:

Come to class well prepared. 2ead the case and think about how the concepts from the chapter or discussed in class can be applied. Make notes that you can refer to during class. 3ou may meet with your team or friends before class to discuss the case. Contrib te ideas and anal!sis to t"e class disc ssion# 4iven the comple&ities of the real world, there is no single right answer. 5hat is more important is how you use management concepts and tools to analyse a situation. $isten care% ll! to your classmates+ comments and suggest supporting or alternative views.

ACTIVE INVOLVEMENT 6lass participation is a primary but not the only element of active involvement. ,ctive involvement re1uires that you use class participation as a learning opportunity. $or e&ample, you should:

7se the concepts of Marketing Management and apply them to current business situations you have read about or seen reported in the media. 2elate class material to your own personal e&periences. #ring to class discussion your own uni1ue perspective. )evelop oral communication skills, learning to present ideas concisely and persuasively and respond effectively to the comments of others. Practice for your 8ob interviews, where you will be e&pected to respond to business problems similar to the ones we will discuss in class.

Team %ormation& 5e will be giving you some time during the class sessions to get to know how to work with one another by forming 9': person teams.
CLASS ATTENDANCE ,ttendance is an important indicator of attitude. *poradic attendance often signals to the instructor that the student places low priority on the course. #y enrolling in this course, you are, in effect, agreeing to do your best to attend and contribute to the group learning e&perience.

Because of the importance of the collective learning experience, regular attendance is re uired. !t is important that you arrive on time so that we may start class promptly. "rriving late to class is

very disruptive and discourteous to the class. !f you do have to miss a class, it is your responsibility to find out from your classmates what was covered in class, and to pick up any handouts from the instructors. $lease %ote& Topics covered will not usually be repeated and you will let down other members of your class and team.
COURSE CONTENT and TEACHING PLAN

The following is an outline of the course contents and the specific areas to be included: -*T 5EE '# (nderstandin) Mar*etin)
5hat s market 5hat is marketing The five concepts of marketing .") 5EE

2# +innin) Mar*ets& Mar*et,oriented strate)ic Plannin) )efining the corporate Mission #usiness *trategic Planning
/2) 5EE

3# Anal!-in) Mar*etin) .pport nit!

4athering information and Measuring Market )emand *canning the marketing Environment ,naly;ing 6onsumer Markets and #uyer #ehavior

0T< 5EE '''9T< 5EE /# Identi%!in) Mar*et Se)ments and Selectin) Tar)et Mar*ets
=evels and Patterns of Market *egmentation Market Targeting Positioning *trategy

T<

5EE '''>T< 5EE

0# Prod ct $i%e,c!cle Mar*etin) Strate)ies <ow to )ifferentiate The 6oncept of Product =ife 6ycle
?T< 5EE '''-@T< 5EE

1# Mana)in) Prod ction $ines And 2rands

"ew'Product )evelopment The Product and Product Mi& Product'=ine )ecision #rand )ecision

--T< 5EE '''-.T< 5EE 3# 4esi)nin) Pricin) Strate)ies And Pro)rams

*etting the Price

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,dapting the Price (nitiating and 2esponding To Price 6hanges -/T< 5EE ''''-0T< 5EE

5# Mana)in) and 4eli6erin) Mar*etin) Pro)rams

6hannel $unctions and $lows 6hannel =evels 6hannel')esign )ecisions

-0T< 5EE A-9T< 5EE 7# Mana)in) Retailin)8 +"olesalin)8 and Mar*et $o)istics
2etailing 5holesaling Market =ogistics

-:T< 5EE '''->T< 5EE '0# Mana)in) Personal Sellin)8 Ad6ertisin)8 Sales Promotion8 P blic Relations
Promotion Mi& ,dvertising *ales Promotion Public 2elations

-BT< 5EE ''# Mana)in) 4irect Mar*etin)

$ace'to'$ace *elling )irect Mail 6atalog Marketing Telemarketing

E9A$(ATI.N .: C.(RSE PER:.RMANCE

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Gro p Pro;ect +or*: .@ C Assi)nments: /@C There will be two assignments during the course. (t is e&pected that these will be carried out using the general layout for research. :inal E<am: 9@C

Please Note

The instructors reserve the right to reduce your grade at their discretion and in their 8udgement for: e&cessive absences, lateness, late papers, failure to participate in class/team, talking unnecessarily in class, active electronic devices in class other than tape recorders !e.g.: cell phones or pagers% or any other evidence of gaps in team work skills.