Last Update 11.01.

2020
Ref No. 1

Name of Course : Marketing Management

Course Code : MKT 7101
PBS subscribes to the notion of human as a being who is at once body and
soul with consciousness instead of human whose nature is modeled as
animals or machines. The humans we refer to are expected to play the
role of trustees or stewards of resources rather than themselves resources.
Thus, they bear the responsibility to themselves, other humans and habitat;
the universe; and the Creator.

Ultimately, PBS aspires that our graduates have both the competence and
character to contribute towards the betterment of society and human
well-being.

Rationale for the inclusion of the course in the program:

It is one of the course in HG MBA, an entry level marketing course to give
a foundation knowledge on marketing to the HG MBA students.

Guided and Total Student

Learning Activity
Independent Learning Learning Time (SLT)
L = Lecture L IL GD AP
IL = Independent
Learning 30 60 18 12
GD = Group
120
Discussion
AP = Assignment
Preparation
Credit Value : 3 (3+0) 3 hours lecture

Learning Outcomes :
At the end of the course, student will be able to :

1. Formulate marketing mix strategies to achieve goals of

organizations and needs of markets (C5, PLO1).

2. Evaluate optimization approaches to address decisions and

strategies pertaining to marketing mix to achieve organizational
excellence (A5, PLO3).
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 3. Exhibit effective leadership in inspiring team members (A3, PLO8).

Teaching-Learning and assessment strategy:

Teaching-Learning Methods Assessment

Lectures, Problem Based Assignments, individual
Learning (PBL) and Student participation, group report and
Centered Learning (SCL) presentations, quizzes

Synopsis:
The course encompassed an understanding of the basic concepts,
strategies, and theories of marketing management. The influence of
marketing environment; consumer and organization buying behavior;
decisions and strategies pertaining to marketing mix such as product,
price, distribution, and promotion; are strategic marketing planning,
implementation, and control of marketing program; major techniques in
gathering information that determine the marketing objectives and
strategies of companies are discussed.

Assessment methods and Types:

Course works (70%): Marks
1. Individual Assignment (Essay 2500 words 20%
minimum) (due 14th July, Thursday 11pm)
2. Team Marketing Plan Project (Essay 2500 20%
words) (due 21st July, Thursday 11pm)
3. Team Case Study and Presentation (Essay 30%
3000 words) (due Thursday, 28th July 2022,
11pm)
Final Assessment (30%):
4. Written Final Examination 30%
1.
2. References:

Text BOOK (Compulsory):

Kotler, Philip, Kevin Keller, and Alexander Chernev. 2021. Marketing

Management (16th Ed.). Pearson, 16.

Kotler, P., & Keller K.L. (2016). Marketing Management (15th Edition). Essex:
Pearson Education Limited

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Additional references supporting the course:
1. Allen, J., & Markey, R. (2006). Marketing in the 21st Century. World
Business.
2. Dawar, N. (2013). When Marketing is a Strategy. Harvard Business
Review.
3. Zaltman, G., & Morse, G. (2002). Hidden Minds. Harvard Business
Review.
4. Court, D., Quelch, J. A., Crawford, B., & McGovern, G. (2004).
Bringing Customers into the Boardroom. Harvard Business Review.
5. Stein, J. (2011). Customer Segmentation in Business-to-Business
Markets. Darden Business Publishing.
6. Rust, R. T, Zeithaml, V. A., & Lemon, K. N. (2004). Customer-centered
branding management. Harvard Business Review.
7. Peter, J. P. & Donnelly, J. H. Jr. (2013). Marketing Management:
Knowledge and Skills (11th Edition). Irwin McGraw-Hill, Inc.

SIGNIFICANT REFERENCES :

RELEVANT JOURNALS

Journal of Marketing Journal of Consumer

Marketing

Journal of Marketing Journal of International

Research Marketing

Journal of Marketing Psychology and Marketing

Management

Journal of Services Marketing Journal of Public Policy and

Marketing

European Journal of Journal of Business and

Marketing Industrial Marketing

Journal of Advertising Journal of Retailing

Harvard Business Reviews Marketing Science

IMPORTANT WEBSITES

3
 American
Marketing http://www.marketingpower.com
Association

The Chartered
Institute of https://www.cim.co.uk/
Marketing

Academy of
http://www.academyofmarketing.org/
Marketing, UK

Academy of
http://www.ams-web.org/
Marketing Science

The Marketing
Association, New http://www.marketing.org.nz/
Zealand

Marketing Society,
http://www.marketingsociety.co.uk/
UK

Institute of
http://www.imm.org.my/
Marketing Malaysia

Tentative Study Plan

Session Lecture Topics Assignments References Allocated time

(minutes)
Defining Marketing for the new
realities
 Intro
 The importance of
 Course Content –
marketing
Couse works Various
 The scope of marketing
briefing sources
1  Core marketing concepts 225
 Team formation related to team
 New marketing realities
 Chapter 1 assignments
 Company orientations
 Case assignments
toward the marketplace
 Marketing management
tasks
Developing Marketing
Strategies and Plans
 Marketing and customer
value
Various
 Corporate and division  Case discussion
sources
2 strategic planning  Case consultation 225
related to team
 Business unit strategic  Chapter 2 assignments
planning
 Product planning: the nature
and contents of a marketing
plan

4
 Conducting Marketing
Research
Various
 The scope of marketing  Case discussion
sources
3 research  Case consultation 225
related to team
 Marketing research process  Chapter 4 assignments
 Measuring marketing
productivity
Creating LT Loyalty
Relationship
 Building customer value,
satisfaction and loyalty Various
 Case presentation
 Maximizing customer sources
4  Case consultation 225
lifetime value related to team
 Chapter 5
 Cultivating customer assignments
relationships
 Customer databases and
database marketing
Identifying Market Segments
and Targets
 Levels of market
segmentation Various
 Case discussion
 Bases for segmenting sources 225
5  Case consultation
consumer markets related to team
 Chapter 9
 Bases for segmenting assignments
business markets
 Marketing targeting

Crafting the
Brand Positioning
 develop and establish an
effective positioning in the
marke
 identify and analyze
competition  Case discussion
Various sources
 How a brands successfully  Case consultation 225
6 related to case
differentiated  Chapter 10 studies
 communicate their
positioning
 alternative approaches to
positioning
 differences in positioning
and branding for a small
busines
Setting Product Strategy
 Product Characteristics and
classification Various
 Case discussion
 Differentiation sources 225
7  Case consultation
 Design related to team
 Chapter 13
 Luxury products assignments

Managing Digital
 Online Marketing  Industry talk Various
 Social Media  Case discussion sources 225
8
 WOM  Case Presentation related to team
 Mobile marketing  Chapter 21 assignments

5
 Designing and Managing
Services
 The Nature of Services
 The New Services Realities  Case discussion Various sources
225
9  Achieving Excellence In  Case Presentation related to case
Services Marketing studies
 Managing Service Quality
 Managing Product-Support
Services
Developing Pricing Strategies
and Programs
 Understanding Pricing
 How Companies Price  Team discussion Various sources
225
10  Setting the Price  Team Presentation related to case
 Adapting the Price studies
 Initiating and Responding to
Price Changes

Designing and Managing

Integrated Marketing Channels
 Marketing Channels and
Value Networks
 The Role of Marketing
Channels
 Channel-Design Decisions
 Channel-Management  Team discussion Various sources
225
11 Decisions  Team Presentation related to case
 Channel Integration and studies
Systems
 E-Commerce Marketing
Practices
 M-Commerce Marketing
Practices
 Conflict, Cooperation, and
Competition
Designing and Managing
Integrated Communication
Channels
 The Role of Marketing
Communications
 Marketing Communications
Mix
 How Do Marketing  Team discussion Various sources
225
12 Communications Work?  Team Presentation related to case
 Developing Effective studies
Communications
 Selecting the Marketing
Communications Mix
 Managing the Integrated
Marketing Communications
Process

Break and Final Exam