IBA, University of Dhaka

Marketing Competencies For Managers (MCFM), Intake-4

Intake 4: March 2020
Module Outline

Module Description:
This course will enable participants to develop an understanding of marketing and the
management of marketing functions in the modern organization. The module includes art of
meeting and exceeding the sales goals of an organization through effective planning, controlling,
budgeting and leadership. This module will also focus on what being market oriented means in
practice to organizations operating in manufacturing and service industries as well as non-profit
enterprises. It will, therefore, take a strategic orientation and introduce participants to the
theories, concepts, models, techniques and current best-practices for developing and
implementing sales and marketing strategies.

Topics to be covered:
 Changing Economy and Future of Marketing
 Changing Consumer Behavior and the Market
 Segmentation, Targeting and Positioning
 Product and Pricing Strategies
 Sales and Salesmanship
 Service Quality Management
 IMC and Social Media Management
 Market Research
 Marketing 4.0
 Category Creation to Branding
 Global Value Chain
 Digital Marketing

Module Assessment:
The success of this module is dependent upon each participant being fully prepared for each
session and participating in the class discussion. The instructor will be an active member of the
1
discussion group. Independent thinking is encouraged and friendly disagreements are anticipated.
The final assessment will be based on:
Class Attendance : 10%
Exams : 60%
Assignments& presentation : 30%
Reference Text:
 Principles of Marketing (14th Edition)- Philip Kotler & Gray Armstrong
 Marketing Management (14th Edition)- Philip Kotlet & Kevin Lane Keller
Session Plan:
Date Time Session # Topics
March 13,
3:30 pm -6:30 pm Session 1 Changing Economy and Future of Marketing
Friday
March 14, Changing Consumer Behavior and the
6:30 pm – 9:30 pm Session 2
Saturday Market
March 20, Segmentation, Targeting and Positioning
3:30 pm -6:30 pm Session 3
Friday (STP)
March 21,
6:30 pm – 9:30 pm Session 4 Product and Pricing Strategies
Saturday
March 27,
3:30 pm -6:30 pm Session 5 Sales and Salesmanship
Friday
March 28,
6:30 pm – 9:30 pm Session 6 Service Quality Management
Saturday
April 03,
3:30 pm -6:30 pm Session 7 IMC
Friday
April 04,
6:30 pm – 9:30 pm Session 8 Market Research
Saturday
April 10,
3:30 pm -6:30 pm Session 9 Marketing 4.0
Friday
April 11,
6:30 pm – 9:30 pm Session 10 Category Creation to Branding
Saturday
April 17,
3:30 pm -6:30 pm Session 11 Global Value Chain
Friday
April 17,
7:00 pm - 10:00 pm Presentation
Friday
April 18,
6:30 pm – 9:30 pm Session 12 Digital Marketing
Saturday
*This schedule is changeable.

GOOD LUCK!!