Arab Academy for Science and Technology & Maritime Transport

Arab Academy Graduate School of Business

)AAGSB(

Course Outline
Marketing Management
Instructor: Dr. Ahmed Elsamadicy
Email: asamadicy@aast.edu, samadicy@hotmail.com

We are all surrounded by "

marketing and each one of
us is already a marketer in
our own way" Russell, E. (2010)
.""The Fundamentals of Marketing

:Course description
The course is designed to help students
develop a sound appreciation of the
basic concepts and techniques of marketing with an emphasis on creating
customer value and building customer relationships. A key focus is to develop the
 .planning and analytical skills necessary to manage marketing plans and strategy

The course develops concepts and skills necessary for marketing decision-making
and illustrates how various decision-making tools apply to actual business
situations. The goal of this course is to develop a disciplined process for
addressing marketing issues and problems in a variety of settings, and to give
students the tools and background necessary to think through marketing
problems. Through the use of a marketing plan assignment, students are
encouraged to apply the concepts and generalizations to a real life product or
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service. The course assignments and applications give students the opportunity to
.learn business report writing and researching skills

Specific topics include defining

marketing in the 21st century and making
a comparison between traditional and
contemporary marketing perspectives,
developing marketing strategies and
plans, analyzing consumer and business
markets creating brand equity and
customer value, developing an
integrated marketing communication
plan, and managing direct, interactive,
.word of mouth, and other forms of personal communications

:Learning Objectives

:This course intends to

Explain the process of strategic planning in an organization and o

marketing’s role in the planning
Analyze factors that affect a company‘s marketing strategy including both o
internal and external environmental factors (SWOT analysis)
Apply the basic concepts of customer marketing o
Examine the major internal and external forces that affect buying o
behavior
Conduct market segmentation and select target markets and market o
positioning using cases
Explain how a company develops and manages its marketing mix and how o
the strategies change over the product life cycle

Create a marketing plan for a new product within a real company using o
information gained from secondary research and applying the concepts of
marketing strategy and team process

Describe how a company manages its product/service mix to build brand o

equity
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Discuss the value of integrated marketing communications (IMC) and how o
.IMC strategy is applied
Help students develop a clear and effective marketing plan in different o
.business contexts

Core text
Kotler, P. (2018), "Marketing Management: The Millennium Edition," 15th edition,
.Prentice Hall
th
.Kotler, P. (2016), "Marketing Management: " 14 edition, Prentice Hall
Supporting texts
Kotler, P. and Armstrong, G. (2013), "Principles of Marketing," Principles of
.Marketing (15th Edition) [Philip Kotler, Gary Armstrong Prentice Hall; 15 edition
Kotler, P. (1999), "Kotler on Marketing: How to Create Win and Dominate
.Markets, " The Free Press, NY
Peter, J. P., and Donnelly, J. H. (2008), "Marketing Management," 9 th edition,
.McGraw-Hill/Irwin

Additional readings
Management Review -
Harvard Business Review -
Journal of Marketing Management -
Journal of Marketing -
Journal of the Academy of Marketing Science -
Journal of International Consumer Marketing -
Advances in Consumer Research -
European Journal of Marketing -
International Marketing Journal -

:Web sources
www.prenhall.com/phlip,www.emerald.com, www.ama.com,

/http://www.hbsp.harvard.edu

Teaching methods

The course is structured to provide ample opportunity for interaction among

students, and between students and the instructor. Students are expected to
read current periodicals and journals to keep abreast of current international

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developments. The course will primarily consist of lectures, discussions, students'
presentations, cases, and group projects which are designed to stimulate student
.interest, participation and learning

The teaching methods employed are chosen to suit postgraduate students and
will encourage them to give their own opinions, to apply concepts to practical
cases, to bring in their own experience if appropriate, and engage in critical
debate. Participation will be fostered and wanted to both, ask doubts and
questions that may arise from the class sessions or the recommended text book,
as well as to shed light on some marketing or corporate issues that may enrich
.the overall class session

Evaluation System
:Achieving success in this course depends on
Attending lectures and pursuing different contemporary examples in the -
.marketing field
Carrying out extra reading, and taking into consideration the guidance and -
.additional hand-outs delivered throughout the course
Demonstrating wider knowledge and reading by discussing alternative -
.theories, and viewpoints with examples
.Participating in group discussions -
.Presenting advanced topic in the field of marketing management -
Developing a creative and effective marketing plan for a company in as -
.specific industry of your choice

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 Course grading

30% Midterm Exam

20% Marketing Plan
10% Attendance and class participation
40% Final Exam
100% Total

:Topics to be covered

:On completion of this course the following topics should be covered

Topic
Defining Marketing for the 21st Century )1(
Developing Marketing Strategies and Plans )2(
Creating Customer Value, Satisfaction, and Loyalty )3(
Identifying Market Segments and Targets )5(
Setting Product Strategies )6(
Designing & Managing Integrated Marketing Communication )7(

☺ Wishing you all the best