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Abbreviated Course Syllabus
BCO 112 MARKETING MANAGEMENT
3CH, 4 ECTS
ACADEMIC YEAR 2014-2015
COURSE DESCRIPTION
Marketing management is the process of planning and executing all activities that
create, communicate and deliver value to consumers while maximizing organization-
al resources. The course program equips students with the fundamental skills and
knowledge essential for managing the marketing function in organizations. It in-
troduces students to the latest concepts, theories and practices of the marketing
function.
COURSE OBJECTIVES
To prepare the student to become an effective marketing manager, overseeing
marketing activities within an organization and operating in an increasingly
competitive environment.
COURSE OUTCOMES
To develop an understanding of major theories and their applicability
To understand how marketing management works and which are its responsibilities.
To improve analytical abilities
PREREQUISITES
FCO24 Marketing Basics course
COURSE CONTENT
UNIT /SESSION
1. Understanding Marketing Management 6
Understand the Critical Role of Marketing in Organizations and Society

UNIT /SESSION
2. Analysing Marketing Opportunities 15
Understand Marketing Information Systems and Marketing Research
Describe the Marketing Environment
Explain Consumer Markets and Buyer Behaviour
Analyse Business Markets and Organizational Buying Behaviour
Analyse Competitors
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Abbreviated Course Syllabus

UNIT /SESSION
3. Selecting Target Markets 6
Identifying Market Segments and Selecting Target Markets

UNIT /SESSION
4. Planning Marketing Programs 12
Designing Communication and Promotion-Mix Strategies
Designing Effective Advertising Programs
Designing Direct Marketing, Sales-Promotion and Public Relations Programs
Managing the Sales force

COURSE EVALUATION
ASSESSMENT METHODOLOGY
Contribution in class includes contributing positively to class and group discussions, maintaining pro-
fessional standards during class sessions. The instructors observation and participation of discus-
sions and their findings will be used to evaluate all course outcomes.
Assignments include case studies and other exercises which are handed to students as a pack on
day one of the course. Hand in dates are clearly shown on the program and failure to respect them
will result in a percentage deduction ( up to 20%) for work handed in one week after the hand in date;
after that date work will not be graded. This course requires students to hand in a word processed
hard copy of working during the session indicated. The case study assignments will assess course
outcomes; analytical abilities, understanding of social responsibility and their application to practical
cases.
The mid-session and final exam comprise 2 sections. Section A is a test focusing on specific course
content . Section B includes another test requiring extended answers. Both sections aim at evaluating
acquisition of theory; as well as the ability to apply theory to practical situations and/or show an un-
derstanding of practical applications of social responsibility.

RUBRICS
Homework:
a minimum of 3 home assignments including topic related cases will be handed out
and/or uploaded on the Moodle platform.
COURSE WEIGHTINGS

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Abbreviated Course Syllabus
Contribution in class 25%
Assignments 25%
Mid-session exam 20%
Final Exam 30%

Grading follows the criteria set out in the students pack

THEORETICAL MODELS

BIBLIOGRAPHY
REQUIRED TEXTS
Marketing Management, Analysis Planning, Implementation and Control Philip Kotler 14
th

Edition
RECOMMENDED READINGS

Marketing Essentials, Sally Dibb & Dr Lyndon Simkin, Cengage (MyLibrary)
Principles / Practice of Marketing, Jim Blythe, Cengage (MyLibrary)
Harvard Business reviews
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Abbreviated Course Syllabus

COMMON PROFESSIONAL COMPONENT TABLE

Undergraduate Common Professional Component (ACBSP version) Hours
Functional Areas
1a) Marketing 20
1b) Business Finance 1
1c) Accounting 0
1d) Management (including Production and Operations Management, 2
Organizational Behavior, and Human Resource Management) 0
The Business Environment
2a) Legal Environment of Business 4
2b) Economics 0
2c) Business Ethics 4
2d) Global Dimensions of Business 2
Technical Skills
3a) Information Systems 1
3b) Quantitative Techniques/Statistics 0
Integrative Areas
4a) Business Policies OR 1
4b) A comprehensive or integrating experience that enables a student to
demonstrate the capacity to synthesize and apply knowledge from
an organizational perspective. 4


Common Professional Component (IACBE version) Hours
A. Accounting 0
B. Marketing 20
C. Finance 1
Management
D1. Management Principles 2
D2. Organizational Behavior 0
D3. Human Resource Management 0
D4. Operations Management 0
Economic/Social/Legal Environment
E1. Legal Environment of Business 4
E2. Economics
E3. Business Ethics 4
Decision-Support Tools
D1. Information Systems 0
D2. Quantitative Methods/Statistics 0
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Abbreviated Course Syllabus
G. International/Global Dimensions of Business 0
Integrative Experience, such as:
H1. Strategic Management/Business Policy 4
H2. Required Internship 0
H3. Capstone Experience (an experience that enables a student to demonstrate
the capacity to synthesize and apply knowledge in an organizational context,
such as a project, comprehensive examination or course, etc.) 4