SU Marketing Management Curriculum

Salale University
Harmonized Curriculum
BACHELOR OF ARTS DEGREE (BA) IN
MARKETING MANAGEMENT
April . 2021
Fitche ,Salale
Ethiopia
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Table of Contents
1. Background ........................................................................................................................................................ 3
2. Rationale ............................................................................................................................................................ 5
3. Program Objectives ............................................................................................................................................ 5
3.1. General Objectives ..................................................................................................................................... 5
3.2. Specific Objectives ..................................................................................................................................... 6
4. Professional Profile of Marketing Management ................................................................................................ 6
5. Graduate profile ................................................................................................................................................. 7
6. Academic Requirement of the Program ............................................................................................................ 8
6.1. Admission requirements ............................................................................................................................ 8
6.2. Duration of the program ............................................................................................................................ 8
6.3. Graduation requirements .......................................................................................................................... 8
6.4. Medium of Instruction ............................................................................................................................... 8
6.5. Degree Nomenclature ........................................................................................................................... 8
7. Delivery Methods and Teaching methodology .................................................................................................. 8
7.1. Mode of Delivery........................................................................................................................................ 8
7.2. Teaching methodology .............................................................................................................................. 9
8. Module and Course Structure ........................................................................................................................ 9
9. Assessment and Evaluation Methods .............................................................................................................. 10
10. Grading System ................................................................................................................................................ 10
11. Resources ......................................................................................................................................................... 11
11.1. Human resources ................................................................................................................................. 11
11.2. Physical Resources ............................................................................................................................... 11
12. Quality assurance ............................................................................................................................................. 11
13. Module Name and Distribution ....................................................................................................................... 12
13.1. Modules’ Name and Number ............................................................ 12
13.2. Course Listing by Year and Semester ......................................................
13.3. Module Profile ..................................................................................................................................... 19
14. Course Guide Book...............................................................................................................................................

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Name of the Program: - BA in Marketing Management
1. Background
Doing business in the 21st Century is evolving in association with new opportunities such as vast
information made available through information technology and internet, fast decision making,
and capabilities to reach wider areas and with new challenges such as cutthroat competition. As
such, it is critically important to create such business capabilities like efficient and strategic
marketing in order to succeed in the business world of the 21st century.
Growth in the volume of output and change in the structure of production, as essential features of
economic development, make specialization and exchange (marketing) important part of the
overall socioeconomic activity across societies. Whereas production of goods and services
remains one of the basic economic activities of individuals, it is dysfunctional without the
distribution of such products from their place of production to the place of consumption where
income is generated so that production could be continued. As such, whether products are
distributed to consumers through their producers or middlemen, the success of individuals or
business organizations involved in production activities depends not only on their production
performance but also on their marketing performance.
Successful marketing performance, in turn, needs its own philosophy of handling the marketing
process starting from analyzing the marketing environments to making strategic plans and their
implementation. Given the mix of threats and unprecedented opportunities unveiled by
globalization and technological advancement experienced in recent times, the role of marketing
to the success and survival of organizations is getting even more crucial for businesses both in
the developed and developing countries. And, more than any time else, it seems that it is a high
time for respective marketing departments of business to get afresh in their reaction to such new
national and global business environments.
Ethiopia, a country in the process of economic transformation, with growing private sector
economic participation, offers the best example of situations where knowledge of scientific
marketing management to marketing managers of various business entities is extremely
necessary for the respective business to cope up with the emerging challenges, by tapering the
otherwise opportunities. As the practice of marketing management has entered into the era in
which it is both a science and art, developing inspired and skillful marketing managers should be
better approached through formal education systems where they can be well versed with the
theoretical and empirical experiences of the day.
Therefore, currently many higher education institutions are offering a program of “Marketing
Management” with the objective of producing skilled human power on issue of marketing to fill
gaps in marketing management, marketing planning, marketing research, and consultancy on
marketing strategies and activities in different private and public sector organizations in the
country.
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As the focus of marketing is meeting the need of customers better than competitors, Marketing
program is geared to produce qualified and innovative Marketing professionals and practitioners
who will contribute to organizations-small and large, public and private, profit and non profit - to
satisfy their customers‟ needs. To achieve this, high standard staff, teaching-learning facilities
including computer, and interlink with industry for practicing the theories will be critically
considered.
The program is established with rigorous concern to address marketing research and analysis;
marketing strategy; implementation planning; organizational management and cross functional
leadership in marketing; reporting measurement and control a cost-efficient manner with view of
domestic and international marketing practices.
Today‟s central business problem is not a shortage of goods but a shortage of customers. Thus,
the marketing program will be the place to provide the required competencies to give answer to
how to compete on values other than price. Manufacturing exists to support marketing but what
makes a company prospers are its marketing ideas and offerings. Marketing starts before a
product exists.
Consequently, the Program will prepare marketers who are hard-working, enthusiastic,
entrepreneurial oriented, innovative and problem solver of a company in the customer
marketplace
Values are sets of beliefs that shape behavior in organizations, and they strongly determine
internal and external perceptions or Values are sets of beliefs that people in the organization
think are important and to which they pay significant attention. The department of marketing
thus believes that the following values are instrumental for accomplishing its purpose and
achieving its vision.
Quality first: the department of marketing believes that its products (graduates and findings) as
well as its services should be of the highest quality (superior quality). The quality of the
department‟s products reflects the quality of its performance as well as its staff. The department
of marketing believes that excellence is the standard for all it does.
The department is committed to continuously improve its processes. It applies new methods and
innovations to enhance the quality of its services. Quality will be the department‟s distinguishing
mark and it will not be compromised.
People centered: Our fate is determined by the satisfaction of our customers. Hence, we value
our customers and their affairs are our top concerns. The department of Marketing also believes
that its staff is the source of its strength. They are the source of academic excellence and
determine its reputation. All investment made to develop and compensate staff is aimed at
preparing them to achieve the purpose and vision of the department.
Innovation: We value innovation as we are in a higher education industry where creativity and
innovation are not only necessities but also mandatory. We are not to wait and see but plan and
perform jobs, forecasting and preventing problems.
Team work: Our future success depends on how effective are we at forming cohesive teams.
We fail or succeed together! Together we make it happen.
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Integrity and respect to ethics: Compliance to legal, social and professional ethics and
norms is crucial for our survival and development.
Cost conscious: We are committed to continuously seeking to improving our process and
applying new methods and technologies to improve our service efficiency. We are keen to
minimizing wastage, inefficient utilizing resources and overhead costs.
Environment friendly: we respect and protect natural diversity. We are committed to have a
green campus, green region, green nation and green world.
Inclusiveness: Our doors are open to all ethnic and religious groups, sensitivity to gender and
disadvantaged group both sexes, and all colours without discrimination. We are open to accept
opinions and feedbacks from our customers, stakeholders, and partners or from any angle.
2. Rationale
As a result of promulgation of free market economic policy in Ethiopia since the beginning of
the 1990s, the country is at crossroads where it heads towards a growing participation of the
private sector in economic activities. The growth of the private sector economic activities
provided that the business policy environment remains so attractive. Apart from domestic
business ventures, there is also a growing tendency of attracting foreign direct investment.
To achieve the socio-economic development goals of the policy provisions, however, the
performance of the private sector has to be competitive and successful. In addition to the need
for successful entrepreneurship, success and performance of the private sector needs a sound
marketing performance as its wing to reach the consumers of its goods and services. For a
number of reasons, the supply of human power with the necessary capacity to run marketing
activities of business ventures has remained low in Ethiopia. Henceforth, capacity building in
terms of skilled human power capable of running the marketing activities of such growing
private business sector deservers a due attention to rationalize the degree program on Marketing
Management.
Marketing Management program provides the ideal preparation for a career in marketing
management. The department of marketing management prepares students to qualify for and
excel in careers in marketing management as well as in other professions where the theory and
practices of these disciplines can be applied. Careers in marketing are expected to remain
plentiful in the future, and qualified job seekers will need to have an up-to-date education that
addresses current marketing trends and the factors caused by an ever-changing economy. The
program combines a core education in business and focuses on specific aspects related to various
careers in the field of marketing.
3. Program Objectives
3.1. General Objectives
The Program is designed to provide a learning opportunity and train prospects who would like to
pursue their career in the field of “Marketing Management”. Students on this program will get
an exciting opportunity to combine business knowledge with professional expertise and develop
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the confidence to look forward to a career to understand, create, communicate, and deliver value
and satisfaction to customers.
The program is designed to provide students an in-depth understanding of how to achieve total
customer satisfaction through the use of appropriate marketing skills. It is also aimed to develop
flexibility, adaptability and independence to enable our graduates to cope in a rapidly changing
economic, social and technological environment in an innovative way.
Finally, the program aims at producing marketing professionals that can contribute a lot to the
development of modern marketing practices in Ethiopia.
3.2. Specific Objectives

At the end of the three-year degree program, students will be able to:
 Be Familiar to the theories, concepts and models of marketing management.

 Apply the fundamental terms, concepts and theories of contemporary marketing
activities in selected marketing situations.
 Comprehend behavior of customers that are relevant for marketing decision.
 Carry out marketing management functions in global environment where influences
flow across international borders.
 Perform marketing research to generate market information that can facilitate
effective marketing decisions.
 Make ethical decisions with respect to marketing activities.
 Manipulate marketing mix variables to achieve organizational objectives.
 Contribute their own share to the development of marketing practices.
4. Professional Profile of Marketing Management

 Contribute to the professionalism of marketing activities in the market
 Advise and comment on a country‟s marketing policies and strategies
 Promote social well-being through developing and implementing appropriate
marketing principles
 Develop marketing models and theories that help companies to cope up with the
changing business environment
 Contribute to fill/avoid the negative gap that exists in the profession‟s
philosophies and the actual world practice.
 Guide the development of marketing strategies for a specific brand.
 Direct multiple product lines at corporate level
 Research the market and provide important strategic information to concerned
bodies
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5. Graduate profile
Graduates of B.A. in Marketing Management have the opportunity to go on to a wide range of
marketing and business careers in the commercial, public and voluntary sectors. As a marketing
Management graduate will be able to:
1) Provide an understanding of the context, nature, role and significance of marketing

activities as undertaken by marketing managers in a range of organizations by analyze
basic marketing and management issues
2) Apply basic economic and accounting principles in marketing related decision making.
3) Identify key issues, write up, and present resultant marketing plan
4) Formulate marketing strategies, prepare budgets, and develop implementation plans
5) Analyze and interpret statistical data by using relevant quantitative models for marketing
decision making ,
6) Identify and analyze the nature of customers‟ behavior and develop marketing program
that are relevant to the needs and wants of customers
7) Design appropriate marketing mix strategies for successful marketing of agricultural
products
8) Know the nature of the global marketing environment and its influences on foreign
marketing operations,
9) Identify and evaluate global marketing opportunities and feasible target markets for
domestically produced products in global market places.
10) Analyze the channel system and design appropriate channels for the product distribution
11) Conduct marketing research to generate information that is useful for marketing problem
solving.
12) Apply the marketing concepts, theories and tools in different social organizations.
13) Apply marketing concepts and tools in online marketing program,

14) Recruit, train and manage sales forces of an organization
15) Apply the marketing concepts, theories and tools in different service organizations.
16) Analyze and manage sales activities

17) Develop and manage product and brand program, promotional plan, and Formulate,
implement and evaluate marketing strategies.
18) Identify tourism potentials of Ethiopia and apply marketing mix strategies to the tourism
industry
19) Organize and manage events
20) Manage effective business negotiations
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6. Academic Requirement of the Program
6.1. Admission requirements
Admission to all regular degree programs is based on:
 12th grade completion at least with minimum qualification to join higher education
 Having minimum diploma in related fields and with two years work experience as an
advance standing and COC certified.
 And others as per the national admissions requirements set by the ministry of
Education.
6.2. Duration of the program

The duration of the study for BA in Marketing Management is four years. A student who fails to
meet the minimum graduation requirement may stay as per the legislation of the respective
universities.
6.3. Graduation requirements

Graduate students will be awarded the “Bachelor of Arts Degree in Marketing Management” if
they fulfill the following requirements:
 A minimum of 247 ECTS (147 credits)
 A minimum Cumulative Grade point Average of 2.00
 No Fx, F, NG, I, in any course and
 Compliance with the regulation of the University
6.4. Medium of Instruction

The medium of instruction for the program is English
6.5. Degree Nomenclature

Bachelor of Arts Degree in Marketing Management
የአርት ባችለር ዲግሪ በገበያ ሥራ አመራር
7. Delivery Methods and Teaching methodology

7.1. Mode of Delivery
The semester based Delivery system is preferred than block based delivery system because of
the following major points:
i. The fact that most of the courses are designed to deliver both practice and theory
demands students to undertake practical attachments with the industry while taking
the courses. Such practical attachment demands relatively longer time which the
block system cannot tolerate
ii. The intensive communication made with the instructors and students. Surprisingly, no
student favored the block based system and nor did the instructors.
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iii. The member universities in the national curriculum implement semester based
delivery system. And developing similar system enhances consistency and national
harmony in the skills and knowledge of the graduates. Besides, implementing similar
system can enhance program flexibility in a sense that students transfer will be
possible.
As a result, the time demands to apply competency based modular approach with semester based
delivery system. Based on this common understanding, this nationwide harmonized curriculum
was developed by Nine member universities in the series of workshops held in Addis Ababa in
2013. Following the direction from MOSHE, this curriculum has been revised after several
virtual & face to face discussions marketing scholars and practitioners invited by the ministry
and was approved in Addis Ababa, in April 2021.
7.2. Teaching methodology

 Lecture along with active student participation
 Demonstration
 Term paper
 Visiting the market industry
 Case study
 Group discussion
 Presentation of assignments, term papers, seminar and projects
8. Module and Course Structure

The national harmonization committee has observed that the framework provided by various
higher institutions is worthwhile to consider as a framework. Thus we have agreed that our
courses can be structured as:
 General Foundation Courses – courses offered to Marketing management department

as basic know-how for core courses.
 Core Courses – Major area courses that reflect the core objective of the program.
 Supportive Course – Courses that will provide support for core courses.
A. Module Coding
Module coding used is alpha numeric
 Mktm represents core courses.
 M represent module
 The first digit represents the year in which the Module is offered.
 The second two digits represent the module number in the program.
 The fourth digit represents nature of the course offered in that module. (1 represents
core courses, 2 represents Supportive courses and 3 represents general foundation
courses)
B. Course Coding
Course code, used in alpha numeric
 Mktm represents core courses.
 The first digit represents the year in which the course is offered.
 The second two digits represent the module number in which the course is included.
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 The fourth digit represents the alphabetic sequence of the core course offered among
other course in that module.
9. Assessment and Evaluation Methods

Student work is assessed continuously throughout the semester through examinations, quizzes,
research and writing assignments, projects and participation in class discussions. Final exams
and/or projects typically comprise maximum of 50 percent of the final grade for a course.
Hence the evaluation will have three parts for each course:
I. For course work
 Continuous assessment like Quizzes and assignments
 Final examination
II. For practical courses
 Reports/field reports
 Practical examinations
III. For senior essay and term papers
 Quality of paper presented
 Way of presentation
 Defending material presented
10. Grading System

The grading system is based on the European credit transfer system (ECTS) that is
contextualized to Ethiopia. One EtCTS is equivalent to 27 study hours taking the assumption that
a student has 50 working hours per week (10 hours per day is multiplied by 5 working days).
EtCTS is based on the principle that 60 credits points measure the workload of a full-time
student during one academic year and average semester load of 30 EtCTS (Hence, in a four
years Bachelor Degree program a students must take 250 EtCTS). The grading system will be
criteria-based fixed scale system as shown below:
Raw mark Corresponding Corresponding

Interval (100%) fixed number letter grade
grades
[90,100] 4.0 A+
[85,89) 4.0 A
[80,84) 3.75 A-
[75,79) 3.5 B+
[70,74) 3.0 B
[65,69) 2.75 B-
[60,64) 2.5 C+
[50,59) 2.0 C
[45,49) 1.75 C-
[40,44) 1.0 D
[0,30) 0.0 F
Description of the Grading System
 A student who scored „C-„ and/or “D” in a course/s can pass to the next semester if he or
she has pass mark in Cumulative Average Number Grade (CANG).
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 If the „C-„ and/or “D” grade is for a Module or for a course as a module, he/she must re-
sit for another exam with self-study to remove „C-„ and/or “D” when module status
determination is required.
 A student with a good stand can pass to the next semester and even can graduate if he/she
scores “D” and or “C-” in any course under module. Nevertheless, if the student is not in
good standing, he or she should re-sit an exam within two weeks after the beginning of
the semester with self-study.
 A student who scored “F” in a course/module must repeat the course/module for a
maximum of two-time. After that, if s/he repeats F grade, the student can request for
course change/replacement or waiver as course allergic.
 The final grade of any repeated course shall be maintained regardless of the initial one.
11. Resources
11.1. Human resources (University Specific)
11.2. Physical Resources

 Classrooms and furniture
 Access to reputed journals
 Offices
 Computer, teaching aids, learning materials
 LCD, white boards, photocopy machines, printers, and internet connected
computers
12. Quality assurance

The program will establish a system to monitor the educational quality of the program by
collecting feedback from the employers, academic staff members, students and alumni and other
stakeholders. The program will also take all the necessary steps to enhance the quality of
education to be in line with international standards by improving the student-teacher ratio,
student-book ratio, improving access to e-journals, organizing educational seminars and
workshops, and other resource requirements. The standard of the examinations offered by the
program and assessment methods used for each course will be examined every year and the
curriculum will be revised every four years period. The program will also use external examiners
and independent reviewers of program. Besides, the program will conduct entry expectation and
exit satisfaction survey of students.
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13. Module Name and Distribution
13.1. Module & Course Names and Codes @
No. Major Module Module Courses clustered COURSE CR.hr ECTS
Name Code under the modules CODE
1 Fundamentals of Mktm-M01 1. Principles of MKTM2011 4 6
Marketing Marketing
2. Consumer MKTM2012 3 5
Behavior
2 Marketing Mktm-M02 1. Marketing MKTM3021 3 5
Research & Research
Information 2. Marketing MKTM3022 3 5
System Information System
3. E-Marketing MKTM3023 3 5
3 Promotion & Mktm-M03 1. Integrated MKTM2031 3 5
Brand Marketing
Management Communication
2. Product & Brand MKTM4031 3 5
Management
3. Event MKTM3032 3 5
Management
4. Business MKTM2033 3 5
Communication
4 Services and Mktm-M04 1. Services Marketing MKTM3041 3 5
Social Marketing 2. Tourism & MKTM3042 3 5
Hospitality Marketing
3. Social Marketing MKTM3043 3 5
5 Sales & Channel Mktm-M05 1. Marketing Channel MKTM4051 3 5
Management &Logistics
Management
2. Sales Management MKTM2052 4 6
3. Negotiation MKTM4052 3 5
Management
4. Retails Management MKTM2055 3 5
6 Agricultural & Mktm-M06 1. Agricultural & MKTM4062 3 5
Business commodity Marketing
Marketing 2. Business MKTM4061 3 5
Marketing
7 Strategic & Mktm-M07 1. Strategic MKTM4073 4 6
International Marketing Management
Marketing 2. International MKTM4071 3 5
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Marketing
3. Import Export MKTM4072 3 5
Policy and Procedure
8 Apprenticeship Mktm-M08 1. Apprenticeship in MKTM4081 3 5

and Senior Essay Marketing
in Marketing 2. Senior Essay in MKTM4082 3 5
Marketing
No. Supportive Module Courses clustered CORSE CR.hr ECTS
Module Name Code under the modules CODE
9 Fundamentals of Mgmt-M09 1. Introduction to MGMT 3 5
Management Management 1061
2. Organizational MGMT 3 5
Behavior 2082
10 Advanced Mgmt –M10 1. Project MGMT 3 5
Business Management 3102
Management 2.Risk Management & MGMT 3 5
Insurance 2024
3. Operations MGMT4122 4 6
Management
Quantitative Mgmt 11 1. Business MGMT 3 5
11 Methods and Mathematics 3112
Statistics 2. Managerial Stat 3113 3 5
Statistics
12 Business law Blaw 12 1. Business Law BLAW2123 3 5
13 Economics Econ-13 1. Micro Economics ECON2132 3 5
14 Accounting AcFn-14 1. Fundamentals of ACFN3142 3 5
Accounting I
2. Fundamentals of ACFN3143 3 5
Accounting II
3. Financial AcFn3041 3 5
Management
15 Basic Computer Bais 16 2. Introduction to ICT CoSc 2162 3 5
Skill
No. Common Module Module Courses clustered CORSE CR.hr ECTS
Name Code under the modules CODE
16 Mathematics for Math1012 Mathematics for Math 1012 3 5
Science Science
17 Critical Thinking LoCT1011 Critical Thinking LoCT1012 3 5
18 Physical Fitness SpSc1011 Physical Fitness SpSc1011
19 General Psyc1011 General Psychology Psyc1011 3 5
Psychology
20 Inclusiveness SNIE1012 Inclusiveness SNIE 1012 2 4
21 Geography of GeES1011 Geography of GeES1011 3 5
Ethiopian and the Ethiopian and the Horn
Horn
22 Communicative FLen 1011 Communicative FLen 1011 3 5
English Language English Language
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Skills I Skills I
23 Communicative FLen 1012 Communicative FLen 1012 3 5

English Language English Language
Skills II Skills II
24 Economics Econ1011 Economics Econ 1011 3 5
25 Introduction to EmTe1012 Introduction to EmTe1012 3 5
Emerging Emerging Technologies
Technologies
26 Entrepreneurship MGMT1012 Entrepreneurship MGMT1012 3 5
27 Social Anth1012 Social Anthropology Anth1012 2 4
Anthropology
28 Moral and Civic MCiE1012 Moral and Civic MCiE1012 2 4
Education Education
29 Global Trends GlTr1012 Global Trends GlTr1012 2 4
Total Core Courses ( Cr.Hr./ ECTS) 72 118

Total Supportive Courses (Cr.Hr./ ECTS) 40 66
Total Common Courses (Cr.Hr./ ECTS) 35 61
Grand Total for the Program ( Cr.Hr./ECTS) 147 247
13.2. Course Listing by Year and Semester

Regular Program
Year I, Semester I
S.N Course Code Course Title Cr. ECTS Prerequisite
Hrs.
1 FLen 1011 Communicative English Language Skills I 3 5 None
2 Econ1011 Economics 3 5 None
3 Psyc1011 General Psychology 3 5 None
4 Math1012 Mathematics for Science 3 5
5 LoCT1011 Critical Thinking 3 5
6 GeES1011 Geography of Ethiopian and the Horn 3 5
7 SpSc1011 Physical Fitness P/F 2

contact
Hrs
Total Semester Load 18 32
14
Year I, Semester II
Hrs.
1 FLen 1012 Communicative English Language Skills II 3 5 None
2 MGMT1012 Entrepreneurship 3 5 None
3 Anth1012 Social Anthropology 2 4 None
4 MCiE1012 Moral and Civic Education 2 4 None
5 SNIE1012 Inclusiveness 2 4 None
6 EmTe1012 Introduction to Emerging Technologies 3 5 None
7 GlTr1012 Global Trends 2 4 None
Year II, Semester I
Course Course Title Cr.Hrs. ECTS Prerequisite

Code
1. MGMT 2092 Introduction to Management 3 5 None

2. MKTM 2011 Principles of Marketing 4 6 None
3. Econ 2132 Microeconomics 3 5 Econ1011
4. MKTM2012 Consumer Behavior 3 5 None
5. BLAW2123 Business Law 3 5 None
6 CoSc2162 Introduction to ICT 3 5 None
15
Year II, Semester II
Hrs.
1 MKTM2033 Business Communication 3 5 None
2 MKTM2052 Sales Management 4 6 None
3 MKTM2055 Retails Management 3 5 None
4 MGMT 2092 Organizational Behavior 3 5 MGMT 2092
5 MGMT2024 Risk Management & Insurance 3 5 None
6 MKTM 2031 Integrated Marketing Communication 3 5 MKTM 2011
Year III, Semester I
S.N Course Course Title Cr. ECTS Prerequisite

Code Hrs.
1 Mgmt 3112 Business Mathematics 3 5 Math1012
2 AcFn 3142 Fundamentals of Accounting –I 3 5 None
3 Stat 3113 Managerial Statistics 3 5 None
4 MKTM3041 Services Marketing 3 5 None
5 MTKM3043 Social Marketing 3 5 None
6 MKTM3023 E-Marketing 3 5 None
Total semester Cr. Hrs/ ECTS 18 30

Year III, Semester II
Hrs.
1 MGMT3102 Project Management 3 5 None
2 AcFn3142 Fundamentals of Accounting II 3 5 AcFn 3142
3 MKTM3022 Marketing Information system 3 5 None
4 MKTM3032 Event Management 3 5 None
5 MKTM3042 Tourism & Hospitality Marketing 3 5 None
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6 MKTM3021 Marketing Research 3 5 None
Year IV, Semester I

Hrs.
1 MKTM4051 Marketing Channel & Logistics 3 5 None
Management
2 MKTM4031 Product & Brand Management 3 5 None
3 AcFn3041 Financial Management 3 5 AcFn3142
4 MKTM4061 Business Marketing 3 5 None
5 MKTM4081 Apprenticeship in Marketing 3 5 MKTM2031&

MKTM 2011
6 MKTM4071 International Marketing 3 5 Mktm 2011
Year IV, Semester II

S.N Course Code Course Title Cr. Hrs ECT Prerequisite
S
1 MKTM4062 Agricultural and Commodity 3 5 None
Marketing
2 MKTM4072 Import /Export Policy & Procedure 3 5 MKTM4071
3 MKTM4073 Strategic Marketing Management 4 6 MKTM 2011
4 MGMT 4122 Operations Management 4 6 None
5 MKTM4052 Negotiation Management 3 5 None
6 MKTM4082 Senior Essay in Marketing 3 5 MKTM3021 &

MKTM4081
Total Semester Cr. Hrs/ ECTS 20 32
Major Courses Total Cr. Hrs./ ECTS 72 118

Supportive Courses Cr. Hrs./ ECTS 40 66
Common Courses Cr. Hrs./ ECTS 35 61
Grand Total Cr. /ECTS 147 247
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13.3. Course Equivalence Table
Course /code changed Corse code ECT Equivalent course / Corse code ECTS
S code (new)
1 Principles of Marketing Mktm1022 6 Principles of Mktm2011 6
Marketing
2 Consumer Behavior Mktm1032 5 No change Mktm2012 5
3 Marketing Research Mktm2043 5 No change Mktm3021 5
4 Marketing Information Mktm2042 5 No change Mktm3022 5

System
5 E-Marketing Mktm3051 5 No change Mktm3023 5
6 Integrated Marketing Mktm2052 5 No change Mktm2031 5

Communication
7 Product & brand Mktm2051 5 No change Mktm4031 5
Management
8 Services Marketing Mktm2061 5 No change Mktm3041 5
9 Tourism & Hospitality Mktm2062 5 No change Mktm3042 5

Marketing
10 Social Marketing Mktm2071 5 No change Mktm3043 5
11 Marketing Channels & Mktm3081 5 No change Mktm4051 5

Logistics mgt.
12 Sales Management Mktm3082 5 Sales Management Mktm2052 5
13 Retails Management Mktm3071 5 No change Mktm2055 5
14 Agricultural & Mktm3101 5 No change Mktm4062 5

commodity Marketing
15 Business Marketing Mktm3091 5 No change Mktm4061 5
16 Strategic marketing Mktm3112 6 No change Mktm4073 6

management
17 International Marketing Mktm3102 5 No change Mktm4071 5
18 Field Practicum / Senior Mktm3131 4 Apprenticeship in Mktm4081 4

Essay I Marketing
19 Senior Essay Mktm3132 5 Senior Essay in Mktm4082 5

Marketing
20 Business Communication Mktm1013 3 Business Mktm 2033 3
Communication
21 Introduction to Bmgt1021 5 Introduction to Mgmt 2062 5
Management Management
22 Operations Management Bmgt3092 6 Operations Mgmt 4122 6
Management
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23 Entrepreneurship and Mktm3111 5 Entrepreneurship Mgmt 1012 5
Small Business
Management
24 Business Mathematics Bmgt2121 5 Business Mgmt 2041 5

Mathematics
25 Business Statistics Bmgt2041 5 Managerial Stat 1052 5

Statistics
26 General Psychology Psyc1031 5 General Psyc1022 5

Psychology
27 Business Law Blaw1142 5 Business Law Blaw2091 5
28 Micro Economics I Econ 1151 5 Micro Economics Econ2132 5
29 Principles of Accounting AcFn2161 5 Fundamentals of AcFn1111 5

I Accounting I
30 Principles of Accounting Acfn2162 5 Fundamentals of AcFn1112 5
II Accounting II
31 Communicative English EnLa1011 5 Communicative EnLa1011 5
Skills English language
skills I
32 Civics & Ethics CESt1023 5 Moral and Civic CESt1023 5
Education
33 Introduction to ICT CoSc1171 5 Introduction to ICT Bais 1032 5
Course /code changed Corse code ECT Equivalent course / Corse code ECTS
S code (new)
13.4. Module Profile

Module Name: Fundamentals of Marketing
Module Category: Core
Module Code: Mktm-M01
Module Number: 01
Module Weight: 11
Module Description:
It provides a broad overview of all the marketing activities involved And familiarizing students
to the processes and practices of management More specifically, this module provides the
students with an understanding of marketing concepts, marketing environment marketing mix
applies to real world situations, and also consists of overview of management, management
processes such as planning, organizing, directing and controlling processes.
19
Module Objectives:
At the end of the module learners will be able to:
 Grasp the essence, role and function of management in the integration and utilization of
resources toward the achievement of organizational objectives.
 Identify techniques of designing product, price, distribution channel and promotion.
 Describe marketing in a changing environment
 Describe the nature of consumer and business markets.
 Develop market segmentation, targeting and positioning strategies
Module Competencies:
 Analyze basic marketing and management issues and apply the marketing concepts,
theories and tools in different business organizations
Module Mode of Delivery: Semester Based
Module Learning Methods:
 Lecture
 Group Discussions
 Case analysis
 Individual and group assignments
Module Assessment Techniques:

No Course title Course Status Cr. h Total study hours ECTS
Code (CP)
L L/P T HS
1 Principles of Core 4 64 0 0 125 6

MKTM2011
Marketing
2 Core 3 48 0 0 87 5
Consumer Behavior MKTM2012
Total 11
20
Module Name: Marketing research & Information System
Module Number: 02
Module Weight: 15
Module Description:
The module deals with the concept of marketing information system (MIS), elements of
Marketing information, as a tool for decision making for market managers and introduces
students to the field of marketing research and discloses them with various concepts and tools of
marketing research. specifically The module focus on research proposal writing, designing data
collection techniques, sample designing techniques as to how to collect relevant data, analyzing
the data collected, synthesizing, interpreting as well as reporting to relevant management groups
to make an informed decisions.
Module Objectives:
 Explain theoretical and practical concepts in the field of marketing research
 Apply analytical tools used in conducting marketing research
 Manage internal and external information flow
 Comprehend how information technology is used in modern information systems to

support end user collaboration, enterprise operations, managerial decision-making and
strategic advantage
 Conduct research through the application of scientific approaches to provide information
for decision making to solve marketing related problems.
Module Mode of Delivery: Semester basis
 Lecture
 Case analysis

21
Code (CP)
L L/P T HS
1 Marketing Research MKTM3021 Core 3 48 0 0 87 5
2 Marketing Information Core 3 48 0 0 87 5

MKTM3022
System
3 Core 3 48 0 0 87 5
E-Marketing MKTM3023
Total 15
Module Name: Promotion & Brand Management

Module Number: 03
Module Weight: 15
Module Description:
This module primary emphasizes on providing fundamental understanding of the Product and
Brand Management and also access the theoretical framework in promotion management area.
Basically it focuses on understanding building, measuring, analyzing and managing of brands
and product categories for a company brand selection and product development. In addition the
module focuses on the „promotion mix‟, other communication theory and models to gear
students viewpoint as promotion manager, rather than that of the advertising technician.
Module Objectives:
 Examine the nature of marketing communication tools to develop an effective
promotional program
 Determine the major attributes of a product as per the needs and wants of
customers
 Formulate effective brand strategies for consumer and business goods
 Develop and Manage marketing communications program
22
 Manage product and brand programs
 Lecture
 Case analysis

Code (CP)
L L/P T HS
1 Integrated Marketing Core 3 48 0 0 87 5

MKTM2031
Communication
2 Product & Brand Core 3 48 0 0 87 5

MKTM4031
Management
3 Core 3 48 0 0 87 5
Event Management MKTM3032
Total 15
Module Name: Services and Social Marketing Management

Module Code: Mktm M04
Module Number: 04
Module Weight: 15
Module Description:
This module is composed of two very vital marketing courses: service marketing and tourism
and hospitality marketing. This module is structured with the most recent service marketing
concepts and principles. Features of service, dimensions of service, service models and service
challenges are some of the topics. It also provides a basic concept regarding the newly advocated
23
social concern of marketing. Furthermore, it equips students required knowledge and skill to
market products that are useful to improve the society‟s wellbeing.
Furthermore the module is designed to help students to have the real world experiences in the
service industry. The ever growing service industry challenges and opportunities will have
emphasis throughout this course.
Module Objectives:
 Examine the unique characteristics of service to develop an effective marketing
program
 Determine appropriate marketing mix elements for tourism industry
 Design strategies to tackle problems in the service sector
 Solve social problems by applying social marketing principles
 Apply marketing techniques to bring about a change and adoption of positive
social behavior for the benefits of the target audience as well as for the society at
large.
 Prepare marketing programs for tourism and other services in line with their unique
characteristics considering changes in technology
 Lecture
 Case analysis
 Field trip


Code (CP)
L L/P T HS
1 Services Marketing MKTM3041 Core 3 48 0 0 87 5
2 Tourism and Core 3 48 0 0 87 5

Hospitality MKTM3041
Marketing
24
3 Social Marketing Core 3 48 0 0 87 5
MKTM3043
Total 15
Module Name: Sales and Channel Management

Module Number: 05
Module Weight: 25
Module Description:
This module is aimed at providing foundation for learners to effectively plan and execute sales
and distribution activities. Furthermore, helps learners to design marketing channels that enhance
speedy and safe flow of products. Moreover, it enables them to know the importance of
distribution in securing customer satisfaction.
Module Objectives:
 Apply marketing mix elements at retail business
 Acquire the essential abilities required to manage sales activities and sales force
 Design and manage marketing channel systems that enhance efficient flow of
products
 Manage sales function
 Effectively handle business negotiations
 Manage sales and sales force
 Develop effective and efficient logistics and channel of distribution that satisfies all
marketing intermediaries and final consumers
 Undertake marketing activities by using information communication technology
 Business negotiation skill
 Lecture
25
 Case analysis
 Field trip
Code (CP)
L L/P T HS
1 Marketing Channels Core 3 48 0 0 87 5

&Logistics MKTM4051
Management
3 Core 3 48 0 0 87 5
Sales Management MKTM2052
4 Negotiation MKTM Core 3 48 0 0 87 5

Management 3052
5 Core 3 48 0 0 87 5
Retails Management MKTM2055
Module Name: Agricultural and Business Marketing

Module Code: MktmM06
Module Number: 06
Module Weight: 10
Module Description:
This module is made up of two courses namely agricultural marketing and international
marketing. A handful of topics which are very helpful to understand the landscape of agricultural
marketing in Ethiopia will be discussed. Commodities like grain, coffee, and milk will be
analyzed, discussed and scrutinized in light of the different marketing principles. Additionally, In
this module the students are expected to deal with the nature of business market, business buying
behavior, factors that affect business buying and how they can set appropriate promotional
strategy for industrial products.
26
Moreover the procedures and practices in the import and export market are the main issues.
Complexities and challenges in the underdeveloped Ethiopian import and export market will be
seriously discussed by referring theories and models.
Module Objectives:
 Examine the international marketing environment and develop appropriate
strategies to satisfy customers and win international competition
 Develop marketing programs in line with the nature of agricultural and
commodity products
 Develop and adapt marketing program that suits the requirements in the international
market
 Design and implement marketing programs for agricultural products and commodities in
domestic and international markets
 Lecture
 Case analysis
 Field trip

Code (CP)
L L/P T HS
1 Agricultural & Core 3 48 0 0 87 5

MKTM4062
commodity Marketing
2 Core 3 48 0 0 87 5
Business Marketing MKTM4061
27
Total 10
Module Name: Strategic and International Marketing

Module Number: 07
Module Weight: 16
Module Description:
This module is designed to enhance skills in strategic thinking in marketing and developing and
presenting marketing plans. This will specifically require formulating mission, vision, setting
objectives, and target market selection, marketing mix strategy formation, marketing plan and
tactic development and control procedure formulation for creating competitive advantage. On
the other hand the module is also designed to expose students to salient aspects of starting a
business and to acquaint them with the peculiar challenges and management decisions faced by
owners of small businesses.
Module Objectives:
 Examine international marketing environment
 Execute international marketing activities
 Handle import and export practices
 Analyze the marketing environment and develop appropriate strategies
 Analyze the marketing environment and formulate the corresponding marketing
strategies that can ensure sustainable competitive advantage
 Develop innovative business ideas for job opportunity creation and wealth accumulation
Module of Delivery: Semester basis
 Lecture
 Case analysis
28
 Field trip

Code (CP)
L L/P T HS
1 Strategic Marketing Core 4 46 0 0 114 5

MKTM4073
Management
2 International Core 3 48 0 0 87 6
MKTM4071
Marketing
3 Import Export Policy Core 3 48 0 0 87 5

MKTM4072
and Procedure
Total 16
Module Name: Internship and Senior Essay

Module Code: MktmM08
Module Number: 08
Module Weight: 10
Module Description:
This module is given for students as a beginning to work their senior essay. The module deals
with the research proposal of their graduation senior essay. Hence this module is believed to
provide practical experience of preparing research proposal and writing a complete research
report for graduating class students.
Module Objectives:
 Involve and relate themselves with the real world marketing practices
 Conduct marketing research
 Identify and analyze real world marketing related problems and opportunities through the
application of scientific research approaches
29
 Advising
 Providing continuous feedback
 Quality of paper presented

 Way of presentation
 Defending material presented
Code (CP)
L L/P T HS
1 1. Apprenticeship in Core 3 48 0 0 87 5
MKTM4081
Marketing
2 Mktm Core 3 48 0 0 87 5
Senior Essay
3132
Total 10
30
14. Course Guide Book:
14.1. Principles of Marketing
Program Marketing Management
Course code Mktm2011
Course Title Principles of Marketing
Degree Program BA in Marketing Management
Module Name Fundamentals of Marketing
Module Number 01
Course Chair Office Location

Mobile:
Consultation Hours:
Instructor/Tutor
Office Location
Mobile
Consultation Hours:
ECTS Credits (CP) 6
Contact Hours (per Lecture Tutorial Lab/practical Home Study Total

week)
4 7 11
Lecture days, Hours,

and Rooms
Target Student Marketing Management 2nd year students
Year/Semester Year 2 Semester 1
Status of the Course Compulsory
Course Description
31
This course is primarily designed to provide students with some preliminary insights of
marketing management. It deals with the basic concepts of marketing: marketing management;
the role and importance of marketing department in an organization; the main functions of
marketing which include the product designing, promoting, pricing, and distributing want
satisfying products.
Course Objectives
Marketing touches all of our everyday lives. Market oriented thinking is thus a necessity in
today‟s competitive world. Hence, this course is designed with the following objectives.
Up on completion of the course, students will be able to:
 To develop the themes of marketing management as a process function and people
management activity with respect to the four strategic elements of marketing its product,
pricing strategy, distribution system and promotional activities.
 To develop the students‟ abilities to apply their marketing knowledge and skills in their
special field.
 To familiarize students with the concepts and principles of marketing and the significance
of different forces that influence the marketing effort.
Schedules of lecture time, Topics and Reading materials

Week Topic of the Lecture Reference
Lecture Materials
Hours
Chapter One: Nature and Scope of Marketing
Week 1.1. Basic concepts and definitions 1. Philip Kotler,
1& 2 8 Hours 1.2. Evolution and Philosophies of Marketing Principles,
marketing 11th ed.
1.3. Importance of marketing 2. Kotler, Philip,
1.4. Marketing Tasks Marketing
1.4.1. Building Customer Management, 10th ed.
Relationship
1.4.2. Demand Management
Chapter Two: Marketing Environment
Week 3 6 Hours 2.1. Microenvironment 1. Philip Kotler,
&4 2.2. Macro environment Marketing Principles,
11th ed.
2. Kotler, Philip,
Marketing
Management, 10th ed.
Chapter Three: Understanding The Market
Week 6 Hours 3.1. What is a market? 1. Philip Kotler,
4&5 3.2. Types of market Marketing Principles,
3.2.1. Consumer markets 11th ed.
and buying behavior 2. Kotler, Philip,
32
3.2.2. Organizational Marketing
Markets and Management, 10th ed.
Buying behavior
Week 8 hours Chapter Four: Market 1. Philip Kotler,
6&7 Segmentation, targeting and Marketing Principles,
positioning 11th ed.
4.1. Market segmentation 2. Kotler, Philip,
4.2. Targeting Marketing
4.3. Positioning Management, 10th ed.
Chapter. Five Managing Products

Week 10 Hours 5.1. Meaning of Product 1. Philip Kotler,
8,9 &10 5.2. Classification of products Marketing Principles,
5.3. New products 11th ed.
5.3.1. New product 2. Kotler, Philip,
Development Marketing
5.3.2. Product life cycle Management, 10th ed.
& its management
5.4. Product attributes
5.5. Product mix policies and
strategies
5.6. Product branding, packaging, and
labeling
Chapter Six: Pricing Decisions
Week 10 Hours 6.1. Meaning and significance of 1. Philip Kotler,
10,11, pricing Marketing Principles,
&12 6.2. Pricing objectives 11th ed.
6.3. Factors affecting pricing 2. Kotler, Philip,
decisions Marketing
5.3. Basic methods of determining Management, 10th ed.
price
5.4. Pricing procedure
5.5. Pricing policies and strategies
Chapter Seven: Promotion
Wee k 8 Hours 7.1. Meaning and significance of 1. Philip Kotler,
13&14 promotion Marketing Principles,
7.2. The promotion mix elements 11th ed.
7.2.1. Advertising 2. Kotler, Philip,
7.2.2. Personal selling Marketing
7.2.3. Sales promotion Management, 10th ed.
7.2.4. PR and publicity
7.2.5. Direct Marketing
Chapter Eight: Distribution
Week 8 Hours 8.1. Meaning and importance of 1. Philip Kotler,
15& 16 distribution Marketing Principles,
8.2. Marketing intermediaries and 11th ed.
their functions 2. Kotler, Philip,
33
8.3. Channel design and management Marketing
8.4. Factors affecting marketing Management, 10th ed.
channel decisions
Teaching Methodology
The course delivery system will be student centered. The course will be offered through mix of
lectures, case studies, discussions, reading and writing assignments that attach the theory with
the real world.
Assessment Methods
Assessment Methods: Assessment types Topics Schedule Weight (%)

 Continuous 1st Quiz Chapter One &Two 10%
Assessment (50%)
 Final Exam. (50%) Individual Assignment & Chapter Two & Three 10%
Presentation
1st test Chapter Four 10%
Group assignment & Chapter Five, Six & seven 10%
presentation
2nd Test Six & seven 10%
Final Exam From all chapters 50%
Total 100%
Grading System
Raw mark Corresponding Corresponding

Interval (100%) fixed number letter grade
grades
[90,100] 4.0 A+
[85,90) 4.0 A
[80,85) 3.75 A-
[75,80) 3.5 B+
[70,75) 3.0 B
[65,70) 2.75 B-
[60,65) 2.5 C+
[50,60) 2.0 C
[45,50) 1.75 C-
[40,45) 1.0 D
[0,39) 0.0 F
Description of the Grading System
34
 A student who scored „C-„ and/or “D” in a course/s can pass to the next semester if he or
she has pass mark in Cumulative Average Number Grade (CANG).
 If the „C-„ and/or “D” grade is for a Module or for a course as a module, he/she must re-
sit for another exam with self-study to remove „C-„ and/or “D” when module status
determination is required.
 A student with a good stand can pass to the next semester and even can graduate if he/she
scores “D” and or “C-” in any course under module. Nevertheless, if the student is not in
good standing, he or she should re-sit an exam within two weeks after the beginning of
the semester with self-study.
 A student who scored “F” in a course/module must repeat the course/module for a
maximum of two-time. After that, if s/he repeats F grade, the student can request for
course change/replacement or waiver as course allergic.
 The final grade of any repeated course shall be maintained regardless of the initial one.
Class room policies

 Every student is bound to the university‟s rules and regulations
 Students shall submit their assignments in time. Late submissions will be subject to 10%
penalty
 Duplication of assignments is strictly forbidden; it entails stringent penalty.
 Every student is required to take all the quizzes. Since quizzes are equivalent to taking
attendance, a student who fails to take the quiz shall get zero.
 Cheating of any form is illegal. If a student is found cheating, s/he shall be penalized as
per the university‟s rules and regulations
 Students shall make their cell phones silent while they are in class
References:
1. Kotler, Philip, (2001) Marketing Management: 10th ed. (The Millennium Edition), Prentice-
Hall.
2. Kotler, Philip, (1998) Marketing Management: Analysis, Planning, Implementation and
Control. 6th ed. Hnglewood cliffs, Prentice –Hall.
3. Baker, James, (1990) Marketing: An Introductory Text, 4th ed, London, Macmillan Education
Limited.
4. McCarthy, E. Jerome. And William D. Perreault (1987), Jr. Basic Marketing. 9th ed. Hom
Wood, Richard D. Erwin, Inc.
5. J. Stanton, William. Kenneth E. Miller, and Roger A. Laton. (1985) Fundamentals of
Marketing.
6. Jobber, David, (1995) Principles and Practices of Marketing, England, McGrow-Hill Book
Company Europe.
35
14.2. Consumer Behavior
Course Code Mktm 2012
Course Title Consumer Behavior
Module Name Fundamentals of Marketing
Module No. 3
Course Chair
Office Location:
e-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
e-mail: ---
Consultation Hours: ---
ECTS credits(CP) 5
Contact Hours(per Lecture Tutorial Lab/Practical Home study Total

week)
3 7 10
Lecture days, Hours ---
&room
Tutorial/lab days ---
&hours
Target group 2nd year marketing management
Year/semester Year 2 semester 1
36
Status of the course Compulsory
Course Description
This course presents an in-depth discussion of consumer needs and motivations, exploring both
the rational and emotional bases of consumer actions. It further discusses the impact of full-
range personality theories on consumer behavior, examines learning theories and cognitive
learning theories, limited and extensive information processing and the application of consumer
involvement theory in marketing practices.
Course Objectives:
At the end of the course learners will be able to:
 Identify the basic features of human development
 Gain insight in to the behaviors and mental processes.
 Get familiar with various disciplines in psychology
 Grasp the factors that shape the buying behavior of consumers
 Analyze the trends in consumer behavior and their impacts on the marketing of products or
services.
PART ONE: INTRODUCTION TO CONSUMER BEHAVIOR
Week Lect Conceptual Focus Activities/Tasks Reading

ure assignments
Hrs
1&2 6 Chapter One: Basics of Consumer Listen to a lecture made by Martin Knan
Behavior (6 hrs) course team leaders and take key (2006)
notes
 Definition and characteristics
of consumer behavior Participate in discussion
 Importance of studying Asking questions
consumer behavior
 Model of consumer behavior Answering questions
3 ,4 &5 9 Chapter Two: Consumer Decision Listen to a lecture made by Cateora and
Processes (9 hrs) course team leaders and take key Graham(2005)
notes
 What is decision Onkvist and
 Levels and types of consumer Participate in discussion Shaw(2005)
decision making Asking questions
 Consumer decision making
Process Answering questions
37
6&7 6 PART TWO: THE CONSUMER AS Listen to a lecture made by Micheal
AN INDIVIDUAL course team leaders and take key Sollomon and
notes Margrate k.
Chapter Three: Consumer need Hogg (2006) 3rd
and motivation (6hrs) Participate in discussion Edition.
Asking questions Martin Knan
(2006)
Answering questions
8 3 Chapter Four: Personality and Listen to a lecture made by Micheal

consumer behavior (3 hrs) course team leaders and take key Sollomon and
notes Margrate k.
Hogg (2006) 3rd
Participate in discussion Edition.
Asking questions
Answering questions
9 3 Chapter Five: Consumer perception Listen to a lecture made by

(3 hrs) course team leaders and take key
notes
Participate in discussion
Asking questions
Answering questions
10&11 6 Chapter Six: Learning and Listen to a lecture made by Micheal

consumer involvement (6 hrs) course team leaders and take key Sollomon and
notes Margrate k.
Hogg (2006) 3rd
Asking questions
Answering questions
12&13 6 Chapter Seven: The nature of Listen to a lecture made by Micheal

consumer attitude (6 hrs) course team leaders and take key Sollomon and
notes Margrate k.
Hogg (2006) 3rd
Asking questions
Answering questions
14 3 Chapter Eight: Individual Listen to a lecture made by Micheal

differences in innovativeness (3 hrs) course team leaders and take key Sollomon and
notes Margrate k.
Hogg (2006) 3rd
38
Asking and answering question
15 3 PART THREE: THE CONSUMER Listen to a lecture made by Micheal

AS A GROUP course team leaders and take key Sollomon and
notes Margrate k.
Chapter Nine: The influence of Hogg (2006) 3rd
culture and social class on consumer Participate in discussion Edition.
behavior (3 hrs)
Asking and answering question
16 3 Chapter Ten: Reference Group and Listen to a lecture made by Micheal

family influences (3 hrs course team leaders and take key Sollomon and
notes Margrate k.
Hogg (2006) 3rd
Asking questions
Answering questions
The course delivery system will be student centered. The course will be offered through mix of
lectures, case studies, discussions, reading and writing assignments that attach the theory with
the real world.
Assessment Methods: Assessment types Topics Schedule Weight

(%)
 Continuous Assessment (50%) 1st Quiz Chapter One &Two 10%
 Final Exam. (50%)
Individual Assignment & Chapter Two & Three 10%
Presentation
presentation
2nd Test Six & seven 10
Total 100%
References
Assael, H. (1995). Consumer Behavior and Marketing Action. Ohio: South Western Publishing
Co.
39
Engel James F. David T. Kolat and Roger D. Blackwell. Consumer Behavior. New York : Holt,
Rinehart and Winston
Engel, J. F., Roser D. Blackwell and Paul W. Miniard (1980). Consumer Behavior. Chicago :
Dryden Press
Hawkins Dell., Roger J Best, Kenneth A. Conej, (1985). Consumer Behavior Implication for
Marketing Strategy. Chicago : Irwin
Hayer Wayene D. and Deborah J. maclnnis. Consumer Behavior. Houghton: Miflin Co.
Peter, J. Paul, and Jerry C. Olson (1993). Consumer Behavior and Marketing Strategy. Illinois :
Richard D. Irwin
Schiffman, L. G. and L.L. Kanuk. Consumer Behavior. New Delhi: Prentice –Hall of India Pvt.
Ltd.
14.3. Marketing Research

Course Title Marketing Research
Module Name Marketing Research and information system
Module Number 02

Mobile:
Consultation Hours:
Instructor/Tutor
Office Location:
Mobile:
Consultation Hours:
ECTS Credits (CP) 5
40
week)
3 7 10

and Rooms
Target Student Marketing Management 3rd year
Year/Semester Year 3/Semester2
Status of the Course Compulsory/core
Course description:
This course introduces students to the field of marketing research and discloses them with various
concepts and tools of marketing research. The course focuses on the marketing research process, starting
form research proposal writing, designing data collection techniques, sample designing techniques as to
how to collect relevant data, analyzing the data collected, synthesizing, interpreting as well as reporting to
relevant management groups to make an informed decisions. Students will use the knowledge gained to
conduct, exploratory, descriptive or explanatory studies depending on the nature of the research topic.
Students are also equipped with the various techniques of measurement scales, designing of
questionnaires, qualitative and quantitative techniques/ approaches in order to carry out a scientific
research related to marketing problems or opportunities
Learning outcomes:
Upon successful completion of this course, students should be able to:
 Identify and Define the research problem and objective

 Define the value, types and structure of research proposals
 Define the nature and characteristics of good research.
 Identify and define research problems,
 Design questionnaire
 Collect, analyze, interpret and report information,
 Prepare and present a final research report
 Explain quantitative data collection method
 Understand how to code qualitative data
 Measure and analyze data, using statistical methods
 Use research and other information to prepare a consulting report
Course Guide Book: Marketing Research

CHAPTER - 1. THE NATURE AND SCOPE OF MARKETING RESEARCH
Week Lectur Conceptual Focus Activities/Tasks Reference

e Hrs
1 3 1.1 Definition Listen to a lecture made by Boyd westfall

course team leaders and take key
41
1.2 The role of research notes and stasch. 7th Ed
1.3 Scientific method of the research Participate in discussion

process.
Asking questions
1.4 Characteristics of good research
Answering questions
CHAPTER-2 THE RESEARCH PROCESS
Week Lecture Conceptual Focus Activities/Tasks Reference

Hrs
2&3 6 Active listening Boyd westfall

2.1 Establish the need for research and stasch. 7th Ed
Taking short notes
2.2 Define the problem
Forward all the doubts or
2.3 Establish research objectives confusions students may have in
the given lecture
2.4 Determine research design
2.5 Identify information types and

sources
2.6 Determine methods of accessing

data
2.7 Design data collection forms
2.8 Determine sample plan and size
2.9 Collect data
2.10 Analyze data
2.11 Prepare and present the final

research report
CHAPTER - 3 THE RESEARCH PROPOSAL

Hrs
4 3 3.1 The value of proposals Active listening Boyd westfall

and stasch. 7th Ed
3.2 Types of research proposals Taking short notes
3.3 Structure of the research proposal Forward any doubts or

confusions on the lecture
CHAPTER- 4 DEFINING THE PROBLEM AND THE RESEARCH OBJECTIVES
42
5 3 4.1 Define manager‟s problems done in group Boyd westfall
and stasch. 7th Ed
4.2 Define research problems Reflect on the group assignments
by giving presentations
4.3 Develop the research objectives
CHAPTER-5 RESEARCH DESIGN

Hrs
6 3 5.1 The significance of research design Listen to a lecture Boyd westfall

made by course and stasch. 7th Ed
5.2 Types of research design team leaders and
take key notes
Participate in
CHAPTER-6 QUALITATIVE RESEARCH METHODS
Week Lecture Hrs Conceptual Focus Activities/Tasks Reading

assignments
7 3 6.1 Qualitative research Active listening Boyd westfall

and stasch. 7th Ed
6.2 Observation techniques Taking short notes
Forward all the

doubts or
CH APTER-7 QUANTITATIVE RESEARCH METHODS
Week Lecture Hrs Conceptual Focus Activities/Tasks Reading

assignments
8 3 7.2 Alternative data collection modes Listen to a lecture

made by course
7.3 Factors determining the choice of a team leaders and
particular survey method take key notes
Participate in
Chapter - 8 Measurements in Research (3 Hours)

Hrs
43
9 6 8.2 Basic concepts in measurement -Independent
reading
8.3 Levels of measurement of scales
-Small group
8.4 Scaled response question forms discussion on
international
Chapter 9: Designing a Questionnaire

Hrs
10 3 9.1 The functions of a questionnaire -Independent Donald R.

reading Cooper, Pamela
9.2 The questionnaire development process S.(2008)
-Small group
9.3 Developing questions discussion on Boyd westfall
international and stasch. 7th Ed
9.4 Pre coding the questionnaire
CHAPTER - 10 DETERMINING THE SAMPLE PLAN AND SIZE
Lecture Conceptual Focus Activities/Tasks Reference

Week Hrs
11 3 10.1 Basic concepts in sampling -Independent Donald R.

reading Cooper, Pamela
10.2 Basic sampling methods S.(2008)
-Small group
10.3 Methods of determining sample size discussion on Boyd westfall
Computing the sample size using the confidence international and stasch. 7th Ed
interval approach
Chapter-11 DATA PREPARATION AND ANALYSIS

Week Hrs
12 6 11.1 Data editing, coding, and tabulation -Independent Donald R.

&13 11.2 Types of statistical analyses used in research reading Cooper, Pamela
Descriptive statistics (mean, median, mode, S.(2008)
standard deviation) -Small group
Inferential statistics (null hypothesis discussion on
testing) international
Differential statistics (ANOVA)
Associative statistics (regression analysis,
correlation analysis, cross tabulation)
CHAPTER -12 SELECTED APPLICATION OF MARKETING RESEARCH

Week Hrs
44
14 3 12. 1 Market segmentation -Independent reading Donald R. Cooper,
Pamela S.(2008)
12.2 Product research -Small group
12.3 Advertising research discussion on Boyd westfall and
Sales researches international stasch. 7th Ed
Chapter-13 PRESENTING THE RESEARCH RESULTS

Week Hrs
15& 6 13.1 Importance of the research report -Independent reading Donald R. Cooper,
16 13.2 Organization of the research Pamela S.(2008)
report -Small group
13.3 Guidelines and principles for the discussion on Boyd westfall and
written report international stasch. 7th Ed
Mode of Delivery
The course will be offered through mix of lectures, discussions, reading and writing assignments.
Assessment Methods
Assessment Methods: Assessment types Topics schedule Weight
(%)
 Continuous
Assessment (70%) 1st Quiz Chapter One , Two and Three 10%
 Final Exam. (30%) Individual Assignment Chapter Four and Five, 10%
& Presentation
1st test Chapter six, Seven and Eight 10%
2nd quiz Nine, Ten and Eleven 10%
Group assignment All Chapters 20%

and presentation
( Proposal preparation)
2nd Test Chapter Twelve and Thirteen 10%
Total 100%
References
1. Donald R. Cooper, Pamela S. Business Research Methods, 10th edition 2008,Schindler,

ISBN10: 0071263330, ISBN13: 978-0071263337, McGraw Hill Higher Education
References:
45
2. Saunders, Thorn hill, Lewis, Research Methods for Business Students 5thEd, 646 P>V
Pearson/Financial Times Press, UK, 2009, ISBN-13: 978- 0273716860
3. Allyn and Bacon. (2007). Boston: Qualitative Research Methods for the Social
Sciences (6th Ed). By Berg, B.L.
4. Rovert E with and mark I alpert “Marketing Research Text
5. Marketing Research Hair /bush/ Ortinall With A Changing Environment
6. Boyd westfall and stasch : “ Marketing Research “Text And Cases, Richard irwium,
lonc.7tEd.1990
7. Luckd.j.wales H.G Taylor D.A ; AND robin ,R.S “Marketing Research” Prentice hall
6th Eduition 1982
14.4. Marketing Information Systems
Course Title Marketing Information Systems
Module Name Marketing Research and Information System
Module Number 02

Mobile:
Consultation Hours:
Instructor/Tutor
Office Location
Mobile
Consultation Hours:
ECTS Credits (CP) 5
46
week) 3 7 10

and Rooms
Target Student Marketing Management 3rd year students
Year/Semester Year 3 Semester2
Status of the Course Compulsory / Core
Course Description
The Course Marketing Information Systems is about the marketing decision supporting information‟s in
order to have successful operation. The course includes “the five-knowledge area information systems
framework” which includes foundation concepts, Development, Application, Technologies and Business
challenges of Information systems. Each knowledge area has its own dedicated chapter.
Course Objectives
A student who desires to successfully complete this course shall be required to:
At the end of this course, students will be able to:
 Have a basic understanding of information systems concepts and the marketing
operations decision-making, and marketing strategic roles of information systems.
 Know how to develop information system solutions to business problems/marketing problems
using a systems approach to problem solving and application development.
 Understand the major concepts, developments, and marketing implications involved in computer
hardware, software, telecommunications technologies, and database management.
 Comprehend how information technology is used in modern information systems to support end
user collaboration, enterprise operations, managerial decision-making and strategic advantage.
 Understand and describe the challenges and methods of Marketing information system
technologies, activities, and resources.
Week Lecture Topic of Lecture student Activities

(Hours)
Chapter one : Foundation Concepts of Information Systems

Chapter objectives :
The main objective of this chapter is to explain why knowledge of information systems is
crucial for managerial end users and business professionals. It discusses the areas of
knowledge that you as future managerial end users and business professionals need to know
about information systems.
47
Week 4hr chapter content listening to lectures and
1&2 Introduction take notes on the lesson
Data and Information -take part in reading
Systems Concepts assignment(will be given
Information Systems and types of by the instructor )
Information -fore ward all the
Systems confusions and doubts
Information System students may have in
Components (Activities & relation to the given
Resources) lecture
-case study work(will be
given by the instructor)
Reference Material:
Dans, Enrique (2003), IT Does Matter, Instituto de Empresa, Madrid, Spain
Carr Nicholas G. (2003), IT Doesn’t Matter, Harvard Business Review, USA
CHAPTER TWO: DEVELOPMENT OF INFORMATION SYSTEMS SOLUTIONS

chapter objective :
In this chapter, the question on how managerial end users or information specialists should
develop information systems solutions to business problems is answered by discussing the
fundamental steps in systems approach of solving business problems.
Week 14 chapter content listening to lectures and take

2,3,4& Introduction notes on the lesson
5 Understanding a -take part in a written group
problem or opportunity Assignment (will be given
Developing an by the course instructor)
information system -fore ward all the confusions
solution and doubts students may
Implementing the have in relation to the given
information system lecture
Solution -present the solution (will be
system Development at the end of this chapter)
Life cycles
Reference Material:
TBA
CHAPTER THREE : TECHNOLOGY OF MARKETING INFORMATION SYSTEMS

chapter Objective
A review of the concepts, developments, and managerial implications of the major
technologies in computer systems is discussed. The major technologies in computer systems
include computer hardware, Computer software, Telecommunication networks, and data
resource management technologies
48
Week 6 hr chapter content listening to lectures and take
6&7 Overview of the history, notes on the lesson
importance and types of -take part in reading
Computers assignment (will be given by
Computer Hardware the course instructor).
Computer Software -fore ward all the confusions
Telecommunications and doubts students may
Network have in relation to the given
Data Resource lecture
Management
E-business
Reference Material:
James A. O‟Brien (2002), Management Information System: managing IT in the EBusiness
Enterprise, 3rd edu
CHAPTER FOUR : APPLICATIONS OF INFORMATION SYSTEMS IN

MARKETING
chapter objectives
This chapter provides knowledge on the major applications of information systems for end
user activities and the operations, management, and strategic advantages of organizations. The
types of information systems described in Chapter 1 are further discussed in much more
detail.
Week 12 hr chapter content listening to lectures

8,9,10& Introduction to types of and take notes on the
11 Information Systems lesson
TPS -take part in reading
DSS assignment (will be
EIS given by the course
Business Information Systems: instructor).
Cross-Function E-Business: -fore ward all the
ERP,CRM,SCM and SFA . confusions and doubts
Functional Business students may have in
Information system: MIS, relation to the given lecture
AIS, HRIS, Manufacturing, -case study work(will
Marketing concepts be given by the
Artificial Intelligence concept in instructor)
marketing
Reference Material:
James A. O‟Brien (2002), Management Information System: managing IT in the EBusiness
Enterprise, 5th edu.
W S Jawadekar(2002),Business information System: Managerial issues,2nd edu.
49
CHAPTER FIVE: MARKETING /BUSINESS CHALLENGES OF INFORMATION
SYSTEMS
chapter objectives
This chapter gives an answer as to how should managerial end users meet the major
challenges they face in managing the information systems of their organizations.
Week 12hr chapter content listening to lectures and take

12,13, Managers and notes on the lesson
14&15 Information -fore ward all the confusions
Technology and doubts students may
Organizations and have in relation to the given
Information lecture
Technology -case study work(will be
Information Resource given by the instructor)
Management (IRM)
Reference Material:
Heather A., James D. & Satyendra Singh (2007), Developing Information Technology
Strategy for Business Value, Journal of Information Technology Management Volume
XVIII, Number1,
Kimble, Chris & McLoughlin, Kevin (1995), Computer based Information Systems and
Managers‟ Work, New Technology, Work and Employment, 10 (1), pp 56 - 67.
Final Exam Time
Mode of Delivery
Semester based
Assessment Methods

(%)
 Continuous Assessment 1st Quiz Chapter One &Two 10%
(50%)
Presentation

presentation
50
Total 100%
Reference materials
 O‟Brien, James A. (1996), Management Information Systems: Managing
Information Technology in the Networked Enterprise, 3rd Ed., USA
 O‟Brien, James A. (2002), Management Information Systems: Managing
Information Technology in the Ebusiness Enterprise 5th Ed., USA
 Graham Curtis and David Cobham (2002), Business Information system: analysis,
design and Practices, 4th Ed, UK
 Davis and Oslon (1985), Management Information Systems: Conceptual
Foundations, Structure, and Development, McGraw-Hill.
 Kenneth and Jane (1991), Business Information Systems: A Problem Solving
Approach, Holt, Rinehart and Winston, Inc.
 Senn James A. (1990), Information Systems in Management, Wadsworth, Inc.
 Bentley, Trevor J. (1986), Management Information Systems and Data Processing,
Holt, Rinehart, and Winston, Inc
 Wetherbe, Dock, and Mandell (1988), Readings in Information Systems: A
Management Perspective,West Publishing Company.
14.5. Integrated Marketing Communications
Course Title Integrated Marketing Communications
Module Name Product and Promotion Management
Module Number 02

Mobile:
Consultation Hours:
51
Instructor/Tutor
Office Location
Mobile
Consultation Hours:
ECTS Credits (CP) 5

week)
3 7 10

and Rooms
Target Student Marketing Management 2nd year students
Year/Semester Year 2 Semester 2
Course Description
Integrated Marketing Communications (IMC) is a course designed to assess the numerous
communication alternatives employed by organizations today. The course deals with the concept
of Integrated Marketing Communications and its role in the contemporary business environment,
the IMC process, situational analysis of promotional program, analysis of the marketing
communication process, the importance of establishing promotional objectives and
corresponding budgets. Moreover, the different promotional tools from the IMC perspective, the
role of advertising agencies, advertising campaign management and measures of promotional
effectiveness are the concerns of this course.
Course Objectives
 Explain the concept of IMC
 Determine the importance of IMC in the contemporary business environment
 Describe a model of IMC planning process and examine the steps in developing a
marketing communication program
 Identify the various factors considered during the situational analysis of promotional
program
 Distinguish amongst the common forms of IMC tools
 Identify the steps in an advertising campaign management
52
 Describe the need to measure the effectiveness of promotional program and the
corresponding alternative methods

Week Lecture Hours Topic of the Lecture Reference
Materials
Chapter One: An Introduction to Integrated Marketing Communications
Week 1 6 Hours 1.1. Concepts and definitions of IMC 1. Blythe, Essentials of
and 2 1.2. Reasons for the growing importance of Marketing
IMC Communications, 3rd
edition
1.3. The Tools for Integrated Marketing 2. Belch, G.E.
Communications Advertising and
1.4. The IMC planning process Promotion: An Integrated
Marketing
Communication
3. Clow, K.E. Integrated
Advertising, Promotion
and Marketing
Communications
Chapter Two: Analysis of Marketing Communication Process
Week 3, 8 Hours 2.1. Basic model of communication 1. Blythe, Essentials of

4, & 5 2.2. Analyzing receivers Marketing
2.3. The response process Communications, 3rd
2.3.1. Traditional response hierarchy models edition
2.3.2. Alternative response hierarchies 2. Belch, G.E.
2.3.3. The cognitive response approach Advertising and
2.4. Controllable variables of the communication Promotion: An Integrated
process Marketing
2.4.1. Analyzing source, message, and Communication
channel factors 3. Clow, K.E. Integrated
2.3. Establishing communication goals and Advertising, Promotion
objectives and Marketing
2.4. Allocating budget Communications
Chapter Three: Advertising

Week 5, 10 3.1. Advertising 1. Blythe, Essentials of
6, 7, & 8 Hours 3.1.1. Nature of Advertising Marketing
3.1.2. Advantages and limitations of Communications, 3rd
advertising edition
3.2. Advertising campaign management 2. Belch, G.E. Advertising
3.3. Evaluating broadcast and print media and Promotion: An
Integrated Marketing
Communication
53
and Marketing
Communications
Chapter Four: Personal selling and Direct Marketing
Week 9, 9 Hours 4.1. Personal selling 1. Blythe, Essentials of
10, & 11 4.1.1.Meaning of personal selling Marketing
4.1.2. Advantages and limitations of personal Communications, 3rd
selling edition
4.2. Direct marketing 2. Belch, G.E.
4.2.1. Meaning of direct marketing Advertising and
4.2.2. Advantages and limitations of direct Promotion: An Integrated
marketing Marketing
Communication
and Marketing
Communications
Chapter Five: Sales promotion and Public relations
Week 9 Hours 5.1. Sales promotion 1. Blythe, Essentials of
12, 13, 5.1.1. Meaning of sales promotion Marketing
& 14 5.1.2. Advantages and limitations of sales Communications, 3rd
promotion edition
5.1.3. Evaluating techniques of consumer- 2. Belch, G.E.
oriented Sales promotion Advertising and
5.1.4. Evaluating techniques of trade-oriented Promotion: An Integrated
sales promotion Marketing
5.2. Public relations Communication
5.2.1. Meaning of Public relations 3. Clow, K.E. Integrated
5.2.2. Advantages and limitations of Public Advertising, Promotion
relation tools and Marketing
5.2.3. Evaluating Public relation tools Communications
Chapter Six: Measuring the Effectiveness of the promotional program
Week 15 6 Hours 6.1. Arguments for and against measuring 1. Blythe, Essentials of
and 16 effectiveness Marketing
6.2. Measures used in assessing promotional Communications, 3rd
program effectiveness edition
2. Belch, G.E.
Advertising and
Promotion: An Integrated
Marketing
Communication
and Marketing
Communications
54
Assessment Methods

(%)
(50%)
Presentation

presentation
Total 100%
References:
Blythe (2006) Essentials of Marketing Communications, 3rd edition.
Belch, G.E. (2004). Advertising and Promotion: An Integrated Marketing /Communication.
New Delhi : McGraw-Hill
Clow, K.E. (2004). Integrated Advertising, Promotion and Marketing Communications.
Mumbai: Prentice Hall
Chunawalla, S.A (2003). Advertising: An Introductory Text. Mumbai: Himalaya.
Kumar, N. (2002). Advertising Management. New Delhi : Anmol
Chunawalla, S.A (1985). Foundations of Advertising. Mumbai: Himalaya
George E. Belch & Michael A. Belch. (2003). Advertising and Promotion: An integrated
Marketing Communications Perspective, 6th edition
55
14.6. Product and brand management
Course Title: Product and brand management
Degree program BA in Marketing Management
Module Name Promotion and Brand management
Module No. 03
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5
Contact hours Lecture Tutorial Lab/Practical Home study Total
56
(per week) 3 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Target Group: Marketing Management 4th year Students
Year/Semester Year4 semester 1
Status of the course Compulsory/core
COURSE DESCRIPTION
This course primary emphasizes on brand selection and product development.
Major topics subsumed in this include the type of new product, the purpose of product development,
historical background of brand, fundamental principle of launching a new brand, brand extension and
multiple brand portfolios. The main idea of the Product and Brand Management course is to give you a
fundamental understanding of how to understand, build, measure, analyze and manage brands and product
categories for a company. The course content has a tilt towards big businesses where the PBM role is
more distinct from other roles.
Managing product-markets and building brand equity involves managing brands within the context of
other brands, as well as managing brands over multiple categories, over time, and across multiple market
segments.
First, we will provide a framework within which students will be able to identify and understand variables
that drive the success of brands and product lines and the interrelationships among these variables. We
shall look at frameworks from academic thinkers as well as those from Industry from proprietary sources.
Second, we shall provide practical tools to develop and implement winning product and brand strategies
in an array of customer contexts and competitive contexts. This course will especially focus on best-in-
class branding strategies and practices across a number of industries – in global as well as national
context.
Course Objectives: The intent of this course is to :
 Obtain an overview of product development and brand management.

 Develop an understanding of the central importance of managing brand.
 Develop an understanding to lunch new product and new brand.
 Explain the impact of brands name on the successfulness of products
 Describe the characteristics of strong brand.
 Appreciate how branding affects the success firms of among products of same
nature
Weeks Hours Element of competence Activities References
57
1&2 Chapter One: New Products Development Question 1. Philop Kotler,
6 1.1. Definition of new and Marketing
products answering Management, 12th ed.
1.2. Types of new product 2. William J. Stanton,
categorization Group Fundamentals of
1.3. Organization for new discussion Marketing
product development and 3. Puell P. Victo,
1.4. The process of new lecture Marketing
product development Management a
1.5. Factors for successful strategic
innovation Management
Approach
3 3 Chapter Two: Overview of brand Group Question and
management assignment answering
2.1 Introduction of brand management Group discussion and
and its definition. lecture
2.2 Establishing a sound brand
2.3 Type of brand name
2.4 Relation and difference of Brand and
product
2.5 The benefit of strong brand
2.6 Why do brand matter?
2.7 Brand challenge and opportunities
2.8 Strategic brand management
4&5 6 Chapter Three: Customer Based Brand Test Kevin L. Keller.
Equity Strategic Brand
3.1 Definition of CBBE Management, 2nd
3.2 Making a brand strong: Customer ed.
knowledge
3.2.1 Brand awareness
3.2.2 Brand image
3.3 Building a strong brand: The four
steps of brand building
3.3.1 Brand identity
3.3.2 Brand meaning
3.3.3 Brand response
3.3.4 Brand relationships
6 Chapter Four: Brand positioning and values Individual Kevin L. Keller.

3 4.1 Identifying and establishing brand presentation Strategic Brand
positioning Management, 2nd
4.2 Positioning guidelines ed.
4.3 Defining and establishing brand values
7&8 6 Chapter Five: Choosing brand elements to test Kevin L. Keller.
build brand equity Strategic Brand
5.1 Criteria for choosing brand elements Management, 2nd
5.2 Options and tactics for brand elements ed.
58
5.3 Putting it all together
9 & 10 6 Chapter Six: Designing marketing programs Quiz Kevin L. Keller.

to build brand equity Strategic Brand
6.1 Product strategy Management, 2nd
6.2 Pricing strategy ed.
6.3 Channel strategy
6.4 Communication strategy
11 &12 Chapter Seven: Designing and implementing Group Kevin L. Keller.
6 branding strategies assignment Strategic Brand
7.1 The brand-product matrix Management, 2nd
7.2 Brand hierarchy ed.
7.3 Designing a branding strategy
13&14 6 Chapter Eight: Introducing and naming new Kevin L. Keller.

products and brand extensions Strategic Brand
8.1 New products and brand extensions Management, 2nd
8.2 Advantages and disadvantages of ed.
extensions
8.3 Evaluating brand extension
opportunities
15&16 6 Chapter Nine: Managing brands over time Kevin L. Keller.

9.1 Reinforcing brands Strategic Brand
9.2 Revitalizing brands Management, 2nd
9.3 Adjustments to the brand portfolio ed.
Mode of Delivery
Semester based
Assessment Methods

(%)
(50%)
Presentation
59

presentation
Total 100%
References
1. Kevin lane Keller (2003) Strategic Brand Management, 2nd ed prentice hall of India plc, New
Delhi.
2. Merly, Crowford & Anthony Di Benedito (2000) New product Management, 6 th ed McGraw-hill
Inc.
3. Principles of marketing, Philp kotler and Armsrong, 10th ed.prentice-hall India.
4. Www. Product and brand management course materials.com
14.7. Service Marketing
60
Marketing Management
Program
Course code Mktm 3041
Course title Services Marketing
Degree program BA in Marketing management
Module name Services marketing Management
Module No. 04
Course chair Office location room-
Mobile:
Instructor/tutor Office location :
Mobile:
ECTS Credits (CP) 5
Contact hours (per week) Lecture Tutorial practical Home study Total
3 7 10
Lecture days, hours & room
Tutorial/lab days & hours
Target group 2nd year Marketing management students
Year/semester Year II, Semester II
Course Description
The course services marketing generally introduce students to cutting-edge coverage of services
marketing. The foundation of this course is the recognition that services present special challenges that
must be identified and addressed. It will examine marketing in industries that deal primarily in services
but also from the perspective of all organizations, in recognition of the fact that service is an integral part
of the offering of every company and organization, regardless of the sector in which it operates. In this
course, an attempt is made to explore the nature of services, consumer behavior in services, expectation
and perception of services, building customer relationships, service recovery, pricing, integrated services
marketing communications, distribution of services, designing the service environment, and service
differentiation, integrated gaps model of service quality, and productivity, more specifically in the context
of service industries. To this end, the course ensures the fact that successful marketing of services and
delivery of excellent services are critical element in the development of customer satisfaction and the long
term success of an organization.
Objectives of the Course

The main objective of this course is to equip students with in-depth knowledge to manage
logistics activities.
61
After the successful accomplishment of the course the learner should:.
 Explain what services are and identify trends in the service sector.
 Construct a flowchart identifying the service processes from the customer and provider
perspectives.
 Understand the value of customer loyalty, customer retention and service recovery.
 Explore the profound impact of technology on service.
 Outline the basic differences between goods and services and the resulting challenges for
service businesses.
 Introduce the expanded marketing mix for services.
 Understand and apply aspects of productivity, quality and service delivery.
Identify strategies and key success factors to enhance the effectiveness of services marketing
and measure services performance.
SCHEDULE OF LECTURE TOPICS, ACTIVITIES AND READING
Week Lectur Conceptual focus Activities/tasks Reading materials

e
hours
1st & 2nd 6 1. INTRODUCTION TO SERVICE Listen to a lecture,  Zeithaml, Bitner, &
weeks MARKETING & taking short notes, Gremler (2006); 1-30
 The concept of services Answer questions,  Christopher, L. &
 Characteristics of services Vs Products Small group
Jozhen W. (2004); 1-48
 Rationale of studying marketing of discussion, Take
 Gronroos (2007); 51-66
services part in reading
assignment  Palmer & Cole (1995);
 Impact of technology on services
1-58
 Services triangle
 Douglas & John(2008);
 Gap Model of service Quality
1-82
 Services marketing mix
3rd week 3 2. CONSUMER BEHAVIOR IN Listen to a lecture,  Zeithaml, Bitner &
SERVICES & taking short notes, Gremler (2006); 50-77
 Categories of consumer products: answer questions,  Palmer & Cole (1995);
search qualities, experience qualities & group discussion,
96-134
Take part in reading
credence qualities
assignment,
 Consumer decision making processes
 Role of culture in services Case study work
4th & 5th 6 3. CUSTOMER EXPECTATIONS OF Listen to a lecture,  Zeithaml, Bitner &
weeks SERVICES & taking short notes, Gremler (2006); 80-103
 Meaning and types of service expectations answer questions,  Gronroos (2007);71-102
 Factors influencing customer expectations group discussion,
on services Take part in reading
 Model of customer service expectations assignment
 Issues involved in customer service
expectations
6th week 3 4. CUSTOMER PERCEPTIONS OF Listen to a lecture,  Zeithaml, Bitner &
SERVICE & taking short notes, Gremler (2006); 105-
 Customer Perceptions answer questions, 134
 Concept of customer satisfaction & service group discussion,
 Douglas & John (2008);
62
quality Case 282-312
 Service Quality dimensions studies/Analysis  Manfred & Dominik
 Service Encounters or Moments of truth (2006); 71-106
 Strategies for influencing customer
perceptions
7th week 3 5. BUILDING CUSTOMER Listen to a lecture,  Zeithaml, Bitner &
RELATIONSHIPS & taking short notes, Gremler (2006); 176-
 Concept of relationship marketing in-class activities, 207
 Goals of relationship marketing Take part in reading
 Gronroos (2007);71-102
 Benefits of long-term relationship to assignment, Case
studies  Manfred & Dominik
customers and firms
(2006); 109-142
 Relationship value of customers
 Customer profitability segments
 Levels of relationship strategies
8th &9th 6 6. SERVICE RECOVERY Listen to a lecture,  Zeithaml, Bitner &
weeks  The concept of service recovery & taking short notes, Gremler (2006); 212-
 Importance of service recovery in-class activities, 243
 The service recovery paradox Case analysis work
 Customer complaint 345-373
 Types of customer complaint actions  Manfred & Dominik
 Service recovery strategies
(2006); 91-106
 Service guarantees
10th week 3 7. Service Design and Development Listen to a lecture,  Zeithaml, Bitner &
 Challenges of service and design & taking short notes, Gremler (2006); 250-
 New service development in-class activities, 281
 Types of new services Take part in reading
 Manfred & Dominik
 Stages in new service development assignment, Case
(2006); 147-188
 Service Blueprinting studies
 Quality function development
11&12th 6 8. DELIVERING AND PERFORMING Listen to a lecture,  Zeithaml, Bitner &
weeks SERVICE & taking short notes, Gremler (2006); 349-
 Employee‟s role in service delivery in-class activities, 415; 419-446
 Roles of customers in service delivery group discussion,
 Strategies for enhancing customer Case studies, Take
(2006); 226-263
participation part in reading
 Concept of service intermediaries assignment
227-255
 Common issues involving intermediaries
 Concept of electronic channels and its
challenges in services industry
 Strategies for effective service delivery
through intermediaries
13th week 3 9. INTERGRATED SERVICES Listen to a lecture,  Zeithaml, Bitner &
MARKETING COMMUNICATIONS & taking short notes, Gremler (2006); 483-
 Concept of integrated services marketing in-class activities, 509
communications group discussion,
 Reasons for service communication Case studies, Take
part in reading 168-196
problems
 Strategies to match service promises with assignment  Christopher L.&Jozhen
service delivery W. (2004); 376-394
 Concept of customer expectations  Gronroos (2007); 303-
63
 Managing internal marketing 322
communication  Palmer & Cole (1995);
251-283
(2006); 267-299
14th week 3 10. PRICING OF SERVICES Listen to a lecture,  Zeithaml, Bitner &
 Concept of value to customers & taking short notes, Gremler (2006); 511-
 Role of price as an indicator of service in-class activities, 540
quality group discussion,
 Christopher L.&Jozhen
 Approaches to pricing services Take part in reading
W. (2004); 361-375
 Strategies used by companies to price assignment, Case
studies  Palmer & Cole (1995);
services
222-248
142-166
(2006); 191-224
15&16th 6 11. SERVICES DIFFERENTIATION, Listen to a lecture,  Zeithaml, Bitner &
weeks QUALITY AND PRODUCTIVITY & taking short notes, Gremler (2006); 32-47
 Improving service differentiation in-class activities,  Gronroos (2007); 111-
 Concept of service quality group discussion,
134, 233-258
 The Gap model  Palmer & Cole (1995);
assignment
 Measuring& improving service quality 143-163
 Defining and measuring productivity  Douglas & John (2008);
 Improving service productivity 316-342
Teaching and learning methods

The mode of the delivery of the course combines lectures, discussion, questioning & answering, reading
assignments, case studies, individual and/or group work and presentation.
Assessment methods
 Continuous 1st Quiz Chapter One &Two 10%

Assessment (60%)
Individual Assignment Chapter Two & Three 10%
 Final Exam. (40%) & Presentation
1st test Chapter Four & 10%
Five

presentation
2nd Test Eight and Nine 10%
2nd Quiz Chapter Ten & 10%

Eleven
64
Total 100%
REFERENCES BOOKS:
1. Christian Groonroos, (2007), Service Management and Marketing: Customer Management in
Service Competition, 3rd ed. New York:Willey

2. Christopher L. and Jozhen W. (2004), Services Marketing, New Jersy: USA and
Dorling Kinersley Ltd.
3. Zeithaml, A., Bitner, M. and Gremler D. (2006), Services Marketing: Integrating Customer Focus
Across the Firm, 3rd ed., Tata Mc Graw-Hill Ltd.
4. Palmer A. and Cole C. (1995), Services Marketing principles, Mc Graw-Hill Ltd.
5. Donnely, J.A. and George,W. R., (1981), Marketing of Services, Chicago: American Marketing
Association.
6. Manfred B. & Dominik G. (2006). Services Marketing: Managing the Service Value Chain, FT
Prentice Hall.
7. Douglas H. & John E. (2010). Services Marketing: Concepts, Strategies, and Cases, 4 th ed. South-
Western Cengage Learning, USA
8. Philip Kotler, (2000), Marketing Management, New Jersy: Prentice-Hall Inc.
14.8. Tourism and Hospitality Marketing

65
Program Marketing management program
Course title Tourism & Hospitality Marketing
Degree program BA in Marketing management
Module name Services Marketing management
Module No. 04
Course chair Office location: room-
Mobile
Instructor/tutor Office location
Mobile
ECTS Credits (CP) 5
3 7 10
Target group 2nd year marketing management students
Year/semester Year II, Semester II
Status of the course Compulsory/Core
Course description:
This course introduces about hospitality and tourism marketing and it discusses-introductory
concepts about marketing for hospitality and tourism industries; the Service characteristics of
hospitality and tourism; individual guest behavior and corporate buyer behavior, marketing
66
segmentation, targeting and positioning and managing products-service mix; pricing products;
distribution channels; promoting product for hospitality and tourism marketing.
Course objective:
At the end of the course the students will be able to:
 Understand the role of marketing in hospitality and tourism.

 Explain the strategic hospitality and tourism marketing
 Know how to develop the hospitality and tourism marketing mix
 Apply the knowledge they acquired to the hospitality and tourism industry.
Week Lecture Conceptual focus Activities/tasks Reading materials

hours
1st, 2nd, 9 1. Introduction to hospitality and tourism Listen to a lecture,  Philip, Kotler, John T.
and 3rd marketing & taking short notes, Bowen, and James C.
weeks Answer questions, Makens (p.3-31)
 Marketing in hospitality and tourism Small group
discussion
 Hospitality marketing mix
 Implementing the marketing approach
4th, 5th 9 2. Hospitality and Tourism service Listen to a lecture,  Robert, D. Reid and
and 6th systems & taking short notes, David, C. Bojanic
weeks  Service culture answer questions, ( p. 41-77)
group discussion,
 Characteristics of service marketing
 Management strategies for service assignment
business
7th 8th 9 3. Understanding Hospitality and Listen to a lecture,  Robert, D. Reid and
and 9th Tourism Marketing & taking short notes, David, C. Bojanic ( p.85
weeks  Individual guest behavior answer questions, -120)
 Corporate buyer behavior group discussion,
 Information systems and marketing Take part in reading
research assignment
10th 11th 9 4. Strategic Hospitality and Tourism Listen to a lecture,  Robert, D. Reid and
and 12th Activities & taking short notes, David, C. Bojanic
weeks  Marketing planning group discussion, (p.123-203)
 Segmentation, targeting, and positioning Case
 Ethics, law, and government studies/Analysis
 Entrepreneurship, creativity, and
innovation
13th , 12 5. Developing the Hospitality and Listen to a lecture,  Robert, D. Reid and
14th,15th Tourism Marketing Mix & taking short notes, David, C. Bojanic
and 16th  The hospitality and tourism product offer in-class activities, (p.251-580)
67
weeks  Hospitality and tourism pricing strategies Take part in reading
and tactics assignment, Case
 Distribution systems and networks studies
 Communications mix and advertising
Social Marketing
 Personal selling
 Public relations and publicity
 Sales promotions and merchandising
assignments, individual and/or group work and presentation.
Assessment methods
 Continuous 1st Quiz Chapter One 10%
Assessment (50%)
Individual Assignment Chapter Two 10%
1st test Chapter Three 10%
Group assignment & Chapter four 10%

presentation
2nd Test Chapter Five 10%
Total 100%
References:
Robert, D. Reid and David C. Bojanic, (2010), Hospitality Marketing Management, 5th
ed.Honboken, New Jersey.
Philip, Kotler, John T. Bowen, and James C. Makens, (2005), Marketing for Hospitality and
Tourism, 4th ed, prentice hall.
William, Lazer, (2006), Hospitality and Tourism Marketing, Texas, USA.
Robert D. Reid and David C. Bojanic,( 2005), Hospitality Marketing, 4th ed, New Jersey.
Derk ,Taylor (2001), hospitality and sales promotion strategies for success, Reed educational and
professional publishing.
John, wiley (1997), guest based marketing –how to increase John wiley & Sons publishing.ooper
et.all
68
Course Title: Social Marketing
Module Name Social Marketing
Module No. 07
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5
Contact hours Lecture Tutorial Lab/Practical Home Total

study
(per week)
3 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Target Group: Marketing Management 3rd year Students
Year/Semester Year 3 semester 1
Course description:
Since the 1960s Social Marketing has existed as recognizable study within academic marketing.
Students now customarily cite campaigns aimed at curbing drink-driving, smoking and at
encouraging safe sex as influential in their thinking about marketing and marketing
communications. Social, ethical and particularly environmental issues are especially at the fore-
front of young people's concerns and attract attention to brands which have well-developed
corporate social responsibility programs. Work experience and future career options for
students include working in governmental, charity, political and non-profit marketing and this
course prepares them for that option.
69
The course content covers some of the theoretical bases for understanding and changing anti-
social and environmentally damaging behavior. The course then encourages reflection on the
wider relationship that impact on social issues. Stakeholder and relationship marketing models
are applied to understand the wider context of these issues. The course also introduces a critical
perspective on marketing and its responsibilities. Course lectures will introduce the course a
structured approach to social marketing problems. A series of case studies support learning
throughout and students will research on and develop a proposed solution to a social marketing
brief. The content includes - The application of marketing to social issues, Making use of theory,
Researching social issues, Principles of client orientation and strategic planning, The social
marketing toolbox, Communications and emotion, Broader targets - stakeholders and
relationships, Relational marketing, Critical marketing, A key textbook will guide students
through the course, based on the subjects covered in the lectures.
Learning outcomes:
After concluding this block students will be able:
 To be able to apply consumer research techniques to the understanding of social

issues.
 To appreciate the behavioral basis of social marketing.
 To enable students to exercise judgment in the application of theory
 To apply strategic marketing thinking - segmentation, targeting and positioning - to
social problems.
 To support the development of marketing students into critical thinkers on issues of
social, ethical and environmental importance.
 To support the development future marketing managers to engage with social issues
in a positive and open-minded way.
 To enable them to envisage the impact of current and future trends on the role and
implementation of Marketing.
 To encourage further research and enquiry into the social issues for which the
discipline might contribute partial solutions.
70
Lectu
Activities and
week re Topic to be covered Readings
Tasks
hours
Chapter One
1st & An overview of Social Marketing

2nd
wee 1.1 The nature and tasks of Social Marketing
ks 1.2. What is Social Marketing?
Listen to a
1.3 The social Marketing Management Process lecture, & Andreasen, A.
taking short (1995).
1.4 The steps in the process-marketing management notes, Answer
Bryant, C.A.,
process questions, Forthofer, M.S.,
Small group McCormack
6 1.4.1 Analyzing the Social Marketing Environment discussion, Brown, K., &
Take part in McDermott, R.J.
1.4.2 Researching the Target-Adopter Population reading (1999).
assignment
1.4.3 Designing Social Marketing Objectives and Strategies
1.4.4 Social Marketing Mix ( We will see in detail in next

chapter)
1.4.5 Organizing, Implementing, Controlling and

Evaluating the Social Marketing Effort
Chapter Two
PLANNING SOCIAL MARKETING PROGRAMS &

DESIGNING THE SOCIAL PRODUCT
2.1 PLANNING SOCIAL MARKETING PROGRAMS Listen to a

lecture, & Andreasen, A.
(1995).
2.2 Social-Marketing-Mix Programs: taking short
3rd, notes, Answer Bryant, C.A.,
4th, 1. Product Positioning questions, Forthofer, M.S.,
Small group
5th, 12 McCormack
2. The Branding and Packaging Program discussion,
& Brown, K., &
Take part in McDermott, R.J.
6th 3. The Advertising Program reading (1999).
assignment
4. The Distribution and Selling Program
5. The Pricing Program
2.3 DESIGNING THE SOCIAL PRODUCT
2.3.1 The Concept of Social Product
71
2.3.2 Types of Social Products
2.3.3 Demands of Target Adopters and Marketing Tasks
1. Latent demand:-
2. Under filled demand:-
3. Unwholesome demand:-
4. Dual versus single demand:-
5. Abstract demand:-
7th, Chapter Three

8th , 9th
and 10th POSITIONING & DISTRIBUTING THE SOCIAL
weeks
PRODUCT Listen to a Formoso, G.,
lecture, & Marata, A.M., &
3.1 Positioning of the Social product taking short Magrini, N.
notes, Answer (2007).
1. Segmenting the Target-Adopter Population questions,
2. Market Targeting Small group Gordon, R.,
12
3. Product Positioning discussion, McDermott, L.,
4. Branding and Packaging a Tangible Product Take part in Stead, M., &
reading Angus, K.
3.2 Distributing a social product
assignment (2006).
3.3 Channel Levels
3.4 Channel Position, Role, and Conflict
Chapter Four
11th , Listen to a Formoso, G.,
12th , MANAGING THE NONMONETARY COSTS OF lecture, & Marata, A.M., &
13th ADOPTION & SOCIAL MARKETING OF SERVICES taking short Magrini, N.
and 4.1 Managing of the non-monetary costs of adoption notes, Answer (2007).
14th Time Costs
questions,
week 12 Small group Gordon, R.,
Perceived Risks discussion, McDermott, L.,
s
Managing of Marketing of social Services Take part in Stead, M., &
4.2.Unique Characteristics of Social Marketing Services reading Angus, K.
1. Intangibility assignment (2006).
2. Inseparability
3. Variability
4. Perishability
15th 5. MANAGING THE COSTS OF ADOPTION Listen to a Hastings, G., &
and lecture, & Saren, M. (2003).
16th 5.1 Managing the Monetary Costs of Adoption taking short
wee 6 5.2 The Marketing Functions of Pricing notes, Answer Grier, S., &
ks  The accessibility function questions, Bryant, C.A.
 The product-positioning function. Small group (2005).
 The demarketing function discussion,
5.3 Setting the Objectives of Pricing Take part in Bryant, C.A.,
72
 Maximizing Profits. reading Forthofer, M.S.,
 Recovering Costs. assignment McCormack
 Maximizing the Number of Target Adopters. Brown, K., &
 Social Equity. McDermott, R.J.
 Demarketing. (1999).
5.4 Method of Price Setting
 Cost-based pricing
 The prices of competitors’ products.
Target adopters‟ sensitivity

assignments, case studies, individual and/or group work and presentation.
Assessment methods

Assessment (50%)
Individual Assignment Chapter Two 10%

presentation
Total 100%
Reading materials
Andreasen, A. (1995). Marketing for Social Change: Changing Behavior to Promote Public Health,
Social Development and the Environment. San Francisco: Jossey-Bass.
Bryant, C.A., Forthofer, M.S., McCormack Brown, K., & McDermott, R.J. (1999). Community-based
prevention marketing. Social Marketing Quarterly, 5(3), 54-59.
Formoso, G., Marata, A.M., & Magrini, N. (2007). Social marketing: Should it be used to promote
evidence-based health information. Social Science & Medicine, 64, 949-953.
Gordon, R., McDermott, L., Stead, M., & Angus, K. (2006). The effectiveness of social marketing
interventions for health improvement: What‟s the evidence? Public Health, 120, 1133-1139.
Grier, S., & Bryant, C.A. (2005). Social marketing in public health. Annual Review of Public Health, 26,
6.1-6.21.
73
Hastings, G., & Saren, M. (2003). The critical contribution of social marketing: theory and application.
Marketing Theory, 3(3), 305-322
Course Code MKTM 2052

Course Title: Sales Management
Degree program BA in Marketing
Module Name Sales and channel management
Module No. 05
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 6
(per week) 4 8 12
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Target Group: Marketing Management Students
Year/Semester Year III semester I
Course Description
The course aims at providing students with an overview of the most recent concepts related to
the management of salespeople. This course will cover contemporary issues related to the
74
management of professional salespeople. Topics related to strategic management, motivating and
inspiring sales people will be covered. Other human resource aspects will be discussed in this
course including sales force orientation, organizing, staffing, selecting and hiring. Moreover,
topics like sales planning and evaluation of sales performance will also be covered in this course.
Course Objectives
The learning objectives for this course are:
1) To look at and review basic concepts and principles of sales management
2) To develop an understanding of the new role of professional sales people and sales
managers
3) To expose the students to case studies related to the field of sales management

Week Lectur Conceptual focus Activities/ta Reading
e Hrs. sks
Chapter One: Introduction to Sales Lecture and Futrell, Charles

Management class M,
4 discussion Sales
1.1 What is Sales Management;
Management? Teamwork,
1.2 The Five Functions Leadership, and
of Sales Managers Technology. 6th
1.3 Major Parts of an Ed.
Organizational
System
1.4 How Does One
Become a Sales
Manager?
1.5 Sales Management
Skills
Chapter Two: Building Relationships Lecture, Futrell, Charles

through Strategic Planning reading M,
assignments Sales
2.1 Importance of and class Management;
3 discussion
Corporate Planning Teamwork,
2.2 Relationship Leadership, and
Marketing and the Sales Technology. 6th
Ed
Chapter Three: Forecasting Market Lecture, Futrell, Charles

Demand, Sales Budgets, and Sales Quotas reading M,
assignments Sales
3.1. Forecasting Market and class Management;
10 discussion
Demand Teamwork,
3.2. The Forecasting Leadership, and
75
Process Technology. 6th
3.3. Sales Forecasting Ed
Methods
3.4. The Sales Manager‟s
Budget
3.5. What is Quota?
3.6. Why are Quotas
Important?
3.7. Types of and Methods
for Setting Sales Quotas
Chapter Four: Planning for and Recruiting Lecture,

Successful Salespeople reading
assignments Futrell, Charles
4.1. The recruitment and class M,
4 hours discussion
process Sales
4.2. Job Analysis Management;
4.3. Manpower Planning Teamwork,
Leadership, and
4.4. Job Descriptions Technology. 6th
4.5. Job Specifications Ed
4.6. Sources of Sales
Recruits
4.7. Problems in Screening
Applicants
4.8. Selecting Applicants
Chapter Five: Choices in Sales Force Lecture, Futrell, Charles

Organization reading M,
5.1. Principles of assignments Sales
Organization and class Management;
5.2. Types of Sales discussion
Teamwork,
Organization Leadership, and
5.3. Determining the Kind Technology. 6th
of Sales Personnel Ed
5 hours 5.4. Choice of Basic
Selling Style
5.5. Determining the Size
of the Sales Force
Chapter Six: Training the Sales Team Lecture, Futrell, Charles

reading M,
3 hours 6.1 What is Sales assignments Sales
Training? and class Management;
6.2 Importance of Sales discussion
Teamwork,
Training Leadership, and
6.3 Methods of Sales Technology. 6th
Training Ed
76
Chapter Seven: Compensating Lecture, Futrell, Charles
(Remunerating) Salespeople reading M,
assignments, Sales
7.1. Need for Sound case studies Management;
6 hours
Remuneration Plan Teamwork,
7.2. Functions of Leadership, and
Compensation Technology. 6th
(Remuneration) Plan Ed
7.3. Importance of
Compensation
7.4. Factors Affecting
Remuneration Plan
7.5. Methods of
Compensation
Chapter Eight: Evaluation and Control of Lecture, Futrell, Charles

Salespeople reading M,
assignments, Sales
8.1. Performance case studies Management;
7
Appraisals – what are Teamwork,
hours
they? Leadership, and
7.2. Performance Technology. 6th
Appraisal Processes and Ed
Procedures
7.3. Rules for Performance
Appraisals
6hours Chapter Nine : Professional Selling Process
9.1. Prospecting
9.2. Pre-approaching
9.3. Approaching
9.4. Sales Presentation
9.5. Handling Objections
9.6. Closing the sales
9.7. Follow up and relationship building
Final Exam Date
Mode of Delivery
77
Semester based
Assessment Methods

(%)
(50%)
Presentation

presentation
References:
Futrell, Charles M, (2001). Sales Management; Teamwork, Leadership, and
Technology. 6th Ed. Harcourt College Publishers.
78
Course Title: Marketing Channel and Logistics Management
Module Name Sales and channel Management
Module No. 08
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
COURSE DESCRIPTION
This course is developed to introduce the students with the nature of logistics and management of
marketing channels. It is therefore the responsibility of this course to uncover the main issues in
marketing such as the concept of logistics, the management of channel of distribution, the management of
traffic and transportation. It will also deal with inventory, warehouse, channel design, channel participant
and the causes of conflict in the marketing channels. The course will also introduce the students how
different organizations in Ethiopia apply the distribution activities.
Objective of the course

After completing this course students will be able to:
 Develop an understanding of logistic and channel management.

 Develop an understanding of transportation management
 Describe the marketing channel concept and channel participant.
 Develop an understanding the process of marketing channel design.
79
week Lecture Topics of Lecture Activities/tasks Reading

hrs
1st & 6 Chapter one:-An overview of Logistics & Channel  Listen to a lecture Logistic
2nd management and take notes on the management
weeks lesson treated,
1.1 Definition of logistics  Take part in reading Donald J. Class 3rd
1.2 The role and importance of logistics Assignments ed p. 1-12
1.3 Logistic systems, costs and components  Forward all the
1.4 The output of logistic system confusion in relation
1.5 Four key area of interfaces between logistics to the given Lecture
& Channel management
3rd 6 Chapter Two:- Transportation Management  Listen to a lecture Distribution

and and take notes on the management S.L.
4th 2.1. Basic transport Economics & pricing lesson treated, Gubta p. 65-80
weeks  Take part in reading
2.2. Transport Decision Making
Assignments
 Forward all the
confusion in relation
to the given Lecture
5th 6 Chapter three:- Traffic Management  Listen to a lecture Distribution

and and take notes on the management S.L.
6th 3.1. Carrier Selection lesson treated, Gubta
weeks  Take part in reading
3.2. Privately Controlled Transportation
Assignments
 Forward all the
80
7th, 8th 9 Chapter Four:- Marketing Channel Management  Listen to a lecture Marketing
and and take notes on the management,
9th 4.1. Marketing Channel Concept lesson treated, Phlip Kotler 11th
weeks  Take part in reading Ed p. 358-390
4.2. Marketing Flows in Marketing Channel
Assignments
4.3. Analyzing Marketing Channel Structure  Forward all the Marketing
principles
4.4. Channel Management, Channel Relationship & to the given Lecture
Competitive Dynamics
& Best practices
10th 6 Chapter five:- Channel Participants  Listen to a lecture Principles of

and and take notes on the marketing Donnelly
11th 5.1. An overview of the channel participants lesson treated, J. 11th ed. P. 102-
 Take part in reading 136
5.2. Producer & Manufacturer
Assignments
5.3. Intermediaries  Forward all the
12th 3 Chapter six :- Developing the Channel Design  Listen to a lecture Marketing
week and take notes on the management, Phlip
6.1. Channel Design lesson treated, Kotler 12th Ed p.
 Take part in reading 434-458
6.2. A paradigm of Channel Design
Assignments
 Forward all the
13th 6 Chapter Seven:- Conflict in the marketing channel  Listen to a lecture Contemporary
and and take notes on the marketing Kurtz
14th 7.1. Conflict Vs Competition lesson treated, B.
weeks  Take part in reading p. 432-458
7.2. Causes of Channel Conflict
Assignments
7.3. Managing Channel Conflict  Forward all the
7.4. Resolving Conflict to the given Lecture
15th 6 Chapter Eight:- Motivating the channel members  Listen to a lecture Marketing
and and take notes on the management,
16th 8.1. Finding out the needs & problems of channel lesson treated, Armstrong 12th Ed
weeks members  Take part in reading p. 434-458
Assignments
8.2. Offering support to channel members
 Forward all the
TEACHING AND LEARNING METHODS
81
The course delivery method includes lecture, Submission of the assignment discussion questions
and answering reading assignments, individual and/or group work presentation. .
Lecture: on the basic concepts and points, and doing chapter end exercises to be given as
assignment to the students at the end of some selected chapters. Students should read
additional references and solve similar problems in order to master the course and should
not be limited to lecture and the text.
Reflections: Keep a weekly reflection of your reactions, questions about the readings and
discussion in the class
Homework: Homework assignments will be given to help reinforce some topics covered
or not covered in the class. Submission of the assignment would be one and half week
from the date in which the assignments are given.
Assessment methods
Assessment Methods: Assessment types Topics Schedul Weight (%)
e
 Continuous 1st Quiz Chapter One & two 10%
Assessment (50%)
Individual Assignment Chapter Three & Four 10%
1st test Chapter Four & Five 10%
Group assignment & Chapter One to Four 10%

presentation
2nd Test Chapter Six, seven & 10%
Eight
Total 100%
Required Reference books:

1. Gubta S. (2001). Distribution Management, New Delhi: Institute of Management Tech.
2. Donald J. (1986). Logistics Management, Eagle wood: Brown Pub
3. Donnelley J. (2001). Marketing Management, Boston: Abysinia Development Inc.
4. Armstrong (2005). Marketing Management: Analysis and planning, London: South
Western pub.
5. Kurtz B. (2005). Contemporary Marketing, Boston: South Western Pub
82
Course Code Mktm3083
Course Title: Retail Management

Module Name Sales and channel management
Module No. 08
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5
(per week) 3 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
83
Year/Semester Year III semester I
Course Description
The course focuses on defining retail marketing management and the economic factors affecting
retail marketing activities. It involves the functional and organizational issues, discusses the
development of retail marketing strategies and retail marketing personnel in securing adequate
performance of pricing and other marketing aspects.
Course Objectives
 Identify the various functions that are carried out at retail level
 Describe the nature of retail competition and the strategies employed by retailers
 Grasp the factors that shape the buying behavior of consumers
 Explain the elements, forms, and patterns of a retail organization together with the tasks
undertaken in the retailer‟s staffing process.
 Describe the decisions retail managers make under each of the four major ingredients of
the retail mix.

Week Lectur Conceptual focus Activities/t Reading Materials
e Hrs. asks
Chapter One: The Nature of Retailing Lecture, 1. Dale M. Lewison

reading &
4 hours 1.1. Concepts and assignment M Wayne Delozier.
definition s, case Retailing 3rd Ed.
1.2. Functions of Retailing studies 2. Levy & Weitz.
1.3. Operating Retailing
characteristics Management. 5th
distinguishing retailers Ed.
from other members of 3. Swapna Pradhan.
the channel team Retailing
Management Tests
& Cases
84
Chapter Two: The Competitive Behavior Lecture, 1. Dale M. Lewison
Of Retail Institutions reading &
assignment M Wayne Delozier.
2.1. The nature of s, case Retailing 3rd Ed.
6 hours studies
marketing channels 2. Levy & Weitz.
2.2. The nature of retail Retailing
competition Management. 5th
2.3. The competitive Ed.
strategies of retailers 3. Swapna Pradhan.
Retailing
Management Tests
& Cases
Chapter Three: The Buying Behavior Of Lecture, 1. Dale M. Lewison

Consumers reading &
assignment M Wayne Delozier.
3.1 Buying considerations s, case Retailing 3rd Ed.
6 hours studies
3.2. Buying Situations 2. Levy & Weitz.
3.3. Buying Centers Retailing
3.4. Buying Influences Management. 5th
3.5. Buying Process Ed.
3.6. Buying scenes 3. Swapna Pradhan.
Retailing
Management Tests
& Cases
Chapter Four: Organization Lecture, 1. Dale M. Lewison

Management: Organizing And Staffing reading &
The Retail assignment M Wayne Delozier.
Firm s, case Retailing 3rd Ed.
6 hours studies 2. Levy & Weitz.
4.1 Elements of Retail Retailing
organization Management. 5th
4.2 Principles of Retail Ed.
Organization 3. Swapna Pradhan.
Retailing
4.3 Forms of Retail
Management Tests
Organization
4.4 Patterns of Retail & Cases
Organization
4.5 Describing the Job
4.6 Specifying the Job
4.7 Recruiting Store
Personnel
4.8 Selecting Store
Personnel
4.9 Training Store
Personnel
4.10 Supervising Store
85
Personnel
4.11 Evaluating Store
Personnel
4.12 Compensating Store Personnel
Chapter Five: Retail Mix Management: Lecture, 1. Dale M. Lewison

Implementing The Retail Mix reading &
5.1 Place strategy: assignment M Wayne Delozier.
Selecting Retail Sites s, case Retailing 3rd Ed.
5.1.1 The Site- studies 2. Levy & Weitz.
Identification Process Retailing
5.1.2 The Site-Evaluation Management. 5th
Process Ed.
22 5.1.3 The Site-Selection 3. Swapna Pradhan.
hours Process Retailing
5.2 Product Strategy: Management Tests
Planning Merchandise & Cases
Assortments
5.2.1 The Merchandising
process
5.2.2 The Product Mix
5.2.3 Product Evaluation
5.2.4 Product Information
5.2.5 Product Mix
Strategies
5.2.6 Product Mix Trends
process
5.2.2 The Product Mix
5.2.3 Product Evaluation
5.2.4 Product Information
5.2.5 Product Mix
Strategies
5.2.6 Product Mix Trends
5.3 Price Strategy:
Establishing the Retail
Price
5.3.1 Setting the Retail
Price
5.3.2 Adjusting the Retail
Price
5.4 Promotions
Strategy: Managing
Retail Displays, Sales
Promotions, and Publicity
5.4.1 Visual
Merchandising
5.4.2 Sales Incentives
5.4.3 Publicity
86
Final Exam Date
Mode of Delivery
Semester based
Assessment Methods

(%)
(50%)
Presentation

presentation
References:
1. Dale M. Lewison & M Wayne Delozier. Retailing 3rd Ed. Merrill Publishing Company.
2. Levy & Weitz. Retailing Management. 5th Ed. TMH, 2006.
3. Swapna Pradhan. Retailing Management Tests & Cases. McGraw Hill companies, 2007.
4. A. J. Lamba. The Art of Retailing, 1st Ed. Thomson Learning, 2007.
87
Course Title E-Marketing
Module Name sales and channel management
Module No. 02
Course Chair
Office Location:
e-mail:
Mobile:
Instructor/Tutor
Office Location:
e-mail: ---
ECTS credits(CP) 5

week)
3 7 10
Lecture days,Hours ---

&room

&hours
Target group 3rd year marketing management
Year/semester Year III semester I
88
Course Description
The growth of the Internet continues to have a tremendous influence on business. Companies and
organizations of all types and sizes are rethinking their strategies and how they run their operations. This
new course challenges students to explore the realities and implications of e-commerce from a marketer's
perspective. Business-to-consumer (B2C) and business-to-business (B2B) e-commerce markets are
examined. The course introduces students to a wide range of electronic commerce issues for marketers,
as a foundation for continual learning in the dynamic e-commerce environment.
Learning Outcomes
After completing this course students will be able to:
 To gain an understanding of the theories and concepts underlying e-commerce

 To apply e-commerce theory and concepts to what e-marketers are doing in "the real world"
 To improve familiarity with current challenges and issues in e-commerce
 Analyze business issues, problems and opportunities in E-commerce.
 Communicate effectively and professionally through physical or virtual presence, via
writing, speaking and electronic media.
 Apply technological tools to gather and access information necessary to make business
decisions
 Identify the major disciplines contributing to e-commerce.
 Apply informed judgments to ethical issues presented in electronic commerce
SCHEDULE OF LECTURE TOPICS, ACTIVITIES AND READINGS
Week Lecture Conceptual Focus Activities/Tasks Reading

Hrs assignments
1-3 9 Chapter 1. Overview of E-commerce -Listen to a lecture Laudon and

made by course team Traver(2003)
1.1. E-commerce: Doing commerce on the Internet leaders and take key
Richardson(2001)
notes
1.2. The scope of internet and the Web
Mohammed,etal(20
-Participate in 02)
1.3. Using the web to reach customers discussion
1.4. Benefits of the E-commerce market Price(2001)pp8-28
-Asking questions
Reding(2001).
-Answering questions
Lamb and
Others(2004):http//
lamb.swlearning.
com
89
4-6 12 Chapter 2.Internet Marketing Environment -Listen to a lecture Laudon and
2.1. Basic Forms of Virtual Business leaders and take key
notes Richardson(2001
2.1.1 Business –to- consumer(B2C) electronic )
commerce -Participate in
discussion Mohammed,etal(
2.1.2 Business –to- business(B2B) electronic 2002)
commerce -Asking questions
Price(2001)pp63-
2.3.Business Models in Emerging E-commerce -Answering questions 79;168-196
areas
-exploring the Reding(2001).
2.3.1. Consumer –to- Consumer(C2C) Business website through
Models internet Lamb and
Others(2004):
2.3.2. Peer-to-Peer(P2P) Business Models -Take group projects http//lamb.swlear
ning.com
2.3.3. M-Commece Business Models
2.4. Internet Demographics and Villages
2.5. The Global Village
7-8 6 Chapter 3. Online Business Strategies L-isten to a lecture Laudon and

3.1. Internet Goals leaders and take key
3.2.Internet Presence )
-Participate in
3.3. Direct Selling Model discussion Mohammed,etal(
2002)
3.4.Internet Retailing -Exploring the
internet Price(2001)pp11
3.5.Internet Marketplaces 6-130
-Asking questions
Reding(2001).
-Answering questions
Lamb and
-Presentation of Others(2004):
assignments http//lamb.swlear
ning.com
9-10 6 Chapter 4. Internet marketing Objectives and Listen to a lecture Laudon and
Strategies made by course team Traver(2003)
leaders and take key
1.1.Product Strategies on the Web notes Richardson(2001
1.2.On-line Distribution Options )
1.3.On-line promotion -Participate in
1.4.Pricing on the Internet 2002)
1.5. Online Community
90
1.6.Branding Exploring internet Price(2001)pp11
6-140;144-158
-Asking question
Answering questions Reding(2001).
Lamb and
Others(2004):
http//lamb.swlear
ning.com
11-12 6 Chapter 5. MOBILE ELECTRONIC -Listen to a lecture Laudon and

COMMERCE made by course team Traver(2003)
leaders and take key
5.1. Overview notes Richardson(2001
)
5.2. Wireless Industry -Participate in
5.3. Wireless communication platform 2002)
-Asking questions
5.4. Wireless WANS Price(2001)pp21
-Answering questions 1-214
5.5. Facilitators of a wireless Environment
-Group discussion Reding(2001).
5.7. Concerns for Mobile Enterprise and presentation
13-14 6 Chapter 6. E-Commerce Payment Systems Laudon and

Traver(2003)
6.1. Payment Systems
Richardson(2001
6.2. Credit Card E-commerce Transactions )
6.3. E-commerce B2C Payment Systems Mohammed,etal(
2002)
6.4. E-commerce B2B Payment Systems
15-16 6 Chapter 7. E-commerce Security and Controls -Listen to a lecture Laudon and
7.1. The Internet and Public Policy leaders and take key
7.2. Privacey and Security Issues )
-Participate in
7.3. Legal, social and Political Issues in e- discussion Mohammed,etal(
commerce 2002)
-Asking questions
Price(2001)pp:16
-Answering questions 1-163,197
-Discuss in group Reding(2001).

regarding web -
security and ethical
issues
91
SCHEDULE OF PRACTICLS/LAB
WEEK PRACTICAL WORK TASKS DUE DATE FOR

SUBMISSION OF
TASKS
2 Explore web site and e- Report writing 3

commerce sites of
comanies
4 Surf B2C models Report writing 5
5 SurfB2B models Report writing 6
7 Identify etailing Report writing 8

through the web
8 Mobile electronic Report writing 9

commerce
10 Web page design Report writing 11

analysis
12 Security policy and Report writing 13

control formulation of
a comany‟s web
implementation
Pedagogical Approaches
The method of teaching incorporates lecture and discussion, readings, student report writing, internet
exploration in the laboratory, small group projects, and presentation of individual and/or group tasks.
Assessment methods

Assessment (50%)
Report writing & Chapter Two 10%
 Final Exam. (50%) Presentation
(Individual)
Report writing & 10%

Presentation (Group)
presentation
Total 100%
92
Books
Laudon, Kenneth C and Traver, Carol G.(2003). E-commerce. Delhi:Pearon Education
Mohammed,Rafi, etal(2002).Internet Marketing: Building Advantage in the Networked

Economy.Boston:Marketspace LLC
Richardson,Paul(2001).Internet Marketing. Boston:McGraw-Hill companies,Inc
Bibliography for the Course
Books
Price,Robert W.(2001). Internet and Business.Connecticut:McGraw-Hill/Dushkin
Reding,Elizabeth E.(2001). Building an eBusiness.Boston:The McGraw-Hill companies
Online Sources
Eldon Li and Timon C. Du , 2005 ,Advances in Electronic Business, Volume 1, Hershey: USA, Idea
Group Publishing
Lamb,Charles W., Hair,Joseph F., and McDaniel,Carl.2004. MarketingUSA:Thomson,South Western
Janice Reynolds, 2004, The Complete E-Commerce Book: Design, Build, & Maintain a Successful Web-
based Business, Second Edition, San Francisco, USA, CMP Books
Pete Loshin and John Vacca ,2004, Electronic Commerce, Fourth Edition, Massachusetts:USA Charles
River Media Inc
Sherif Kamel,2006, Electronic Business in Developing Countries: Opportunities and Challenges,

Hershey: USA, Idea Group Publishing
Vacca, John R., Net Privacy: A Guide to Developing & Implementing an Ironclad e- business
Privacy Plan, McGraw-Hill Trade, 2001.
Vacca, John R., Wireless Broadband Networks Handbook, McGraw-Hill Osborne Media, 2001.
N.B. Since there are dynamisms of the subject e-commerce, students are advised to keep up with latest
developments by referring online newsletters and sources related to e-commerce
93
Course Guide Book
Course Title Business Marketing
Module Name Business Marketing Management
Module Number 06

Mobile:
Consultation Hours:
Instructor/Tutor
Office Location
Mobile
Consultation Hours:
ECTS Credits (CP) 5

week)
3 7 10

and Rooms
Target Student Marketing Management 3rd year
Year/Semester Year III Semester I
Course Description
This course emphasizes on decision-making implications in the industrial/business markets related to

market segmentation, market planning and overall strategy formulation, and the sub strategies of product,
distribution, and price. Major topics subsumed in this course include: understanding the
industrial/business marketing environment, industrial consumer and market behavior, the industrial
marketing process, performance, and evaluation.
Course Objectives
Upon successful completion of this course, students will be able to:
94
 Explain the key terms, definitions, and concepts used in the study of business markets
 Describe how business/industry markets are similar to and different from consumer markets
 Demonstrate how as a marketer you can use your knowledge of business behavior concepts to
develop better marketing programs and strategies to influence those behaviors
 Understand industrial buyers evaluate product quality and system selling
 Complete a project that demonstrates both your working knowledge and analytical skills in
assessing the industrial buying decision-making process
 Appreciate how the buying center operates in the business markets and how different members
are composed to it
 Analyze the trends in businesses/industries buying behavior and their impacts to the marketing of
an actual product or service
Wee Lecture Conceptual focus Activities/ta Reading

k Hrs. sks
Chapter 1 Introduction to business/industrial Lecture and Bingham,F.G.(p4-

marketing class 12)
1 discussion
1.1.Definition of business/industrial marketing
3
1.2.Classification of business/industrial products Gross et al(P.2-30)
2 3
1.3.Industrial customers
1.4.Components of Industrial markets Hutt&Speh(p.1-30)
1.5. Business Market Versus Consumer Market
CHAPTER 2. The Nature of Demand in Lecture, Gross et al(p45--

Industrial Markets reading 61)
assignments
2.1. Derived demand and class
3 3 discussion
2.2. Joint demand Bingham,F.G.(p12-
13)
2.3.Price insensitivity
4 3
2.4. Price sensitivity
2.5. Reverse elasticity and cross elasticity
95
CHAPTER 3. Industrial/Business Buying & Lecture, Gross et al(p73-93)
Buyer Behavior reading
assignments
3.1. Factors affecting industrial buying decisions and class
5 3 discussion Bingham,F.G.(p13-
3.2. Business buying process and roles 14,33-47)
3.3. Marketing strategies in different phases of Hutt&Speh(p.67-

6 3 buying situations 120)
3.4. Motivations of the business buyer
CHAPTER 4. Segmentation of Business Markets Lecture, Gross et al(p187-

reading 216)
4.1.The nature and bases of business market assignments
segmentation and class
7 3 discussion
4.1. 1.The macro bases for segmentation Bingham,F.G.(p
3 154-169)
4.1.2The intermediate base for segmentation
8
4.1.3 The micro basis for segmentation
4.2.Segmentation and marketing strategies
4.3. Evaluating potential market segments
CHAPTER 5. Industrial Product Decisions Lecture, Gross et al(328-

reading 360)
5.1 Business/industrial products assignments
classification and class Bingham,F.G.(p20
5.2 product Line Defined discussion 2-228)
5.3 Product Life Cycle Analysis
5.4 Product Portfolio Classification, Kotler(P.306-
Analysis, and Strategy 335,344-362,429-
5.5.Product objective and policies 457)
9 3 5.6.The new industrial product development
process Hutt&Speh(p.288-
5.7 Designing new products 320)
5.8.Product deletion
10 3 5.9.Developing products for niche markets
CHAPTER 6. Industrial Pricing Lecture, Gross et al (417-

reading 450 )
11 3 6.1. Characteristics of Industrial pricing assignments
and class Bingham,F.G.(p24
6.2. Factors affecting pricing discussion 0-262)
3 6.4. Pricing Methods and strategies Kotler(495-516)
12 6.4.1. Pricing current products Hutt&Speh(p.440-
96
6.4.2. Pricing new products 460)
6.4.3. Pricing over the product life cycle
CHAPTER 7 Distribution and channel relations Lecture, Gross et al (456-

in business/industrial markets reading 477 )
assignments,
7.1 Major industrial distribution channels case studies Bingham,F.G.(p27
3 4-299,312-334)
7.2 Industrial channel strategy
13 3 Kotler(528-
7.3 Factors affecting industrial channel decisions 553,562-589)
Hutt&Speh(p.411-
14 434)
Mode of Delivery
Semester based
Assessment Methods

(%)
(50%)
Presentation

presentation
Total 100%
References
 Bingham Frank G., and Gomes Roger, (2001).Business Marketing:2nded

NTC/Contemporary publishing group
 Bingham, Frank G.(1998). Business Marketing Management. Illinois: NTC Business
Books
97
 Cateora Philip R. and Graham John L. (1999) International Marketing, New Delhi: Tata
MccGraw Hall Publishing Co. Ltd.
 Cherunilam Francis (2004). Industrial Marketing, Mumbai: Himalaya Publishing House
Hill
 Dwyer, R.F and Tanner,J.F.(1998). Business Marketing. Mexico City:McGrawHill
Company
 Gross, A.C, et al(1998) Business Marketing: USA: Houghton Mifflin Companies
 Hutt, M.D. and Speh Thomas W.(1998). Business Marketing Management. Fort Worth:
The Dryden Press
 Kotler, Philip &Gary Armstrong(2006) Principles of Marketing. New Jersey: Prentice
Hall Inc
 Kotler, Philip (1999) Marketing Management, New Delhi: Prentice-Hall of India Pvt. Ltd
Co.
98
Course Guide Book
Course Title: Agricultural and commodity marketing
Module Name Agricultural and Business Marketing
Module No. 06
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5

study
(per week)
3 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Target Group: Markeitng Management Students
Year/Semester Year III semester II
Course description:
This course provides a general introduction to the marketing activities associated with the movement of
agricultural products from farmer to consumer. The course of study will examine the essential marketing
functions of buying, selling, transportation, storage, financing, standardization, pricing, and risk bearing.
The agricultural marketing system is vast and complicated. Its participants are as numerous as they are
99
varies. Through these course the student will become confident in their abilities to develop and assess
successful agricultural and food marketing strategies.
Learning outcomes:
At the end of the course students will be able to:
 Understand how agricultural products progress through the food marketing system to become food
products
 Describe the organization of the food and agricultural industry and the role of middlemen
 Evaluate and analyze the use of price, product, place, and promotion for the marketing and
distribution of agricultural commodities and food products
 Discuss structure and characteristics of agricultural products, agricultural production, food processing
and retailing; and their influence on the marketing of agricultural products
 To recognize and describe the major participants in the food supply chain and how each contributes to
the final products and services offered to consumers.
 Describe food price relationships, cycles and variations
 Discuss types of advertising used in agricultural marketing
 Describe and compare transportation options for the food and agricultural marketing system
 Define food storage components
 Be able to manage more effectively the price risk that faces agricultural producers, processors and
agribusinesses sector in a global market place using commodity exchanges and futures contracts
Duration Chapter Reference
4 hrs I. Introduction I.M.

o What is agricultural marketing? Crawford,
o Why is agricultural marketing important for LDCs such as Agricultural
Ethiopia? and Food
o What are the special characteristics of agricultural products Marketing
that affect the way they are marketed? Management
o What are the common problems encountered in marketing , Chapter I,
agricultural products in LDCs? PP1-28
o What is the relationship between agriculture and the food
marketing system?
o What types of enterprises are involved in the marketing of
agricultural products in LDCs and what are their strengths
and limitations?
5 hrs II. Agricultural marketing functions Marketing of
o Storage Agricultural
o Transportation Products, 9th
o Grading edition;
o Processing Kohls & Uhl,
o Risk bearing PP 300-332
o Buying and selling
6 hrs III. The marketing of agricultural commodities Marketing of
o The marketing of grain Agricultural
o The marketing of livestock and meat Products, 9th
o The marketing of poultry and eggs edition;
o The marketing of fresh milk Kohls & Uhl,
pp 399-467)
100
7 hrs IV. Marketing strategies for agricultural products (Marketing
o Product strategies of
 What is a product? Agricultural
 The product mix and it dimensions Products, 9th
 Reasons for producing multiple products edition;
 Advantages and disadvantages of product line Kohls & Uhl,
extension pp 137-195
 Branding agricultural products
 What are the special issues involved in
branding agricultural products?
 Packaging challenges and issues in the
agricultural sector
o Pricing in the agricultural and food sector
 The role of prices in a competitive economy
 Supply and demand analysis and its application
in the agricultural and food sector
 Systems for price discovery in the agricultural
and food sector
 Agricultural and food price patterns
o Distributing agricultural products
 Marketing channel systems for agricultural
products
 Agricultural marketing middlemen
o Promoting agricultural products
 Market development in the agricultural and food
sector
 Advertisement and promotion in the agricultural
and food sector
3 hrs V. Agricultural commodity exchanges Marketing of
o Nature Agricultural
o Roles and functions of commodity exchanges Products, 9th
o Structure and operations edition;
Kohls & Uhl,
pp 342
7 hrs VI. Managing agricultural marketing risks using futures markets Marketing of
o Types of risk in agricultural marketing Agricultural
o The futures Market Products, 9th
o Relationships between cash and future prices edition;
o Hedging and risk management Kohls & Uhl,
o Agricultural options pp 342
o The futures market controversies
Methods of Conducting the Course
o Lectures
o Discussions
o Group and individual assignments
Method of Assessment
Assessment Methods
101
The assessment of the students will be made progressively through the semester based on continuous
evaluation of works. It will cover group and individual assignments, class participation, presentation of
seminars and projects or cases, mid exams and final examination
Assessment Methods: Assessment Topics schedule Weight (%)

types
 Continuous Assessment (50%)
 Final Exam. (50%) 1st Quiz Chapter One 5%
Individual Chapter, Two 10%

Assignment &
Presentation
1st test Chapter three and 10%
four
2nd test Five 10%
Group six 15%

assignment and
presentation
Total 100%
Text Book
 Richard L. Kohls and Joseph N. Uhl; the Marketing of Agricultural Products, Ninth Edition;
Prentice-Hall, Inc., New Jersey, 2002.
Reference Materials
 I.M. Crawford; Agricultural and Food Marketing Management (marketing and agribusiness
texts-2); FAO regional office of Africa
 Rhodes, V. James, Jan L. Dauve, and Joe Parcell; The Agricultural Marketing System, 6th ed.;
Holcomb Hathaway Publishers, Scottsdale, AZ, 2006.
 Egg marketing: A guide for the production and marketing of eggs-FAO agricultural Services
Bulletin; Food and Agriculture Organization of the United Nations; Rome, 2002.
102
Course Title: Negotiation Management
Module Name Sales and channel Management
Module No.
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5

study
(per week)
3 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Year/Semester Year VI semester II
Course description:
Negotiation is defined as a discourse between two or more parties aimed at reaching an
agreement on issues or to resolve conflict arising from disagreements. Negotiations involve two
103
or more parties with differing, interests, values, varying stakes and powers. However, every party
wants to extract the maximum benefit out of the discourse. The art of getting the maximum
benefit out of a negotiation process without essentially offending the other party is
NEGOTIATION MANAGEMENT. In this module we will discuss the overview of negotiation
and introduce negotiation skills, strategies and effective negotiation techniques. Further,
discussion on handling negotiations across cultures and overcoming negotiation challenges are
presented.
Learning outcomes:
 Acquire understanding on what Negotiation is and the preparation required for successful
negotiation
 Employ effective negotiation strategies to win business negotiations
 Appreciate the importance of understanding cultural differences for effective negotiation
 Assess negotiation environments and use appropriate techniques to overcome negotiation

challenges
 Close business negotiations effectively

Duration Chapter
5 hrs UNIT ONE: NEGOTIATION OVERVIEW
1.1. What is Negotiation
1.2. The Negotiation Preparation
1.2.1. About Your Side
1.2.2. About the Other Side
1.2.3. The Situation
1.2.4. The Relationship between the Parties
9 hrs UNIT TWO: NEGOTIATION STRATEGY
2.1. Key Factors that Determine the Types of Strategies
2.1.1. Relationship Concerns
2.1.2. Outcome Concerns
104
2.2. Alternative Negotiation Strategies
2.2.1. Avoiding Strategy (lose–lose)
2.2.2. Accommodating Strategy (lose to win)
2.2.3. Competitive Strategy (win–lose)
2.2.4. Collaborative Strategy (win–win)
2.2.5. Compromising Strategy (split the difference)
2.2.6. When to Choose Which Strategy
6 hrs UNIT 3: NEGOTIATION ACROSS CULTURE
3.1. The Nature and Characteristics of Culture
3.1.1 Characteristics of Culture
3.1.2. Influence of Culture in Negotiation / Communication
3.2. Adopt a Persuasive Style
3.3. Role of Expectations
3.4. Showing Sentiment to Others
6 hrs UNIT 4: MANAGING NEGOTIATION TENSION
4.1. Balancing Act: How to Manage Negotiation Tensions
4.1.1. Distributing Value versus Creating It
4.1.2. Empathy versus Assertiveness
4.1.3. Being a Principal versus Serving as an Agent
4.2. Awareness Is Power
3 hrs UNIT 5: EFFECTIVE NEGOTIATION TECHNIQUES
5.1. Studying Alternative Negotiation Techniques
5.2. Overcoming a Deadlock
5.3. Avoiding the Pitfall of Hidden Assumptions
5 hrs UNIT 6: NEGOTIATION CHALLENGES
105
6.1. Defusing the Exploding Offer: The Far point Gambit
6.1.1. Characteristics of Exploding Offers
6.1.2. Why Are Exploding Offers Made?
6.2. Dealing with Exploding Offers: Try Being Reasonable First
6.2.1. Fighting Fire with Fire: The Farpoint Gambit
6.2.2. In Conclusion: When to Use Or Not Use The Gambit
5hrs U NIT 7 : REACHING AGREEMENT
7.1. Solve Joint Problems to Create and Claim Value
7.1.1. Ask, Listen, and Learn
7.2. Divulge Information Strategically
7.3. Foster an Appealing and Productive Negotiation Process
7.3.1. Process matters

3 hrs UNIT 8 : CLOSING YOUR BUSINESS NEGOTIATIONS
8.1. Most Common Techniques
8.2. When to Close
8.3. Do‟s and Don‟ts of Closing

o Lectures
o Discussions
Assessment Methods

types
 Final Exam. (50%) 1st test Chapter One and two 15%
Individual Chapter, Four 10%

Assignment &
Presentation
2nd test Chapter Three 10%
106
Group Chapters five and six 15%
assignment and
presentation
Total 100%
Reference Materials
 Gavin Kennedy (2002) Negotiation. Edinburgh Business School Heriot-Watt University

 Michele J. Gelfand and Jeanne M. Brett (2004) The Hand Book of Negotiation and
Culture. Stanford Business Books
 MICHAEL SCHATZKI and Wayne R. Coffey (2009) Negotiation: the Art of Getting
What You Want. Signet Books,
 Tewodros Mesfin (2017) Negotiation Management: Addis Ababa University School of

Commerce (Unpublished Module)
Course Title: Event Management
Module Name Promotion and Brand Management
Module No.
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
107
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5

study
(per week)
3 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Course description:
In today‟s business world events of different nature are performed frequently. Some might be
day to day routines others are special occasions requiring dedicated resources and skilled and
well-educated marketers. This course is designed to familiarize students with the practices,
concepts and procedures of event management. The course introduces students with different
types of events and their peculiar features; it teaches students to make event feasibility analysis
and how to comply with legal requirements. Further, the course presents discussion about event
marketing and logistical and operation issues.
Learning outcomes:
 Understand different types of event management
 Develop event concept and design
 Perform event feasibility and legal compliance analysis
 Develop effective event planning
 Conduct event staging by applying appropriate protocol
 Perform event operation, logistics, safety and security management

Duration Chapter
108
8 hrs 1. Unit One: An Introduction to Event Management
1.1. Event – Definition, Need and Importance
1.2. Event Management
1.3. Event Management – Concept
1.4. Conceptualizing – Creating and Developing Events
1.5. Size of Events
1.6. Types of Events
1.7. Events Team
1.8. Event Team Management
1.9. Code of Ethic
8 hrs 2. Unit Two: Concept and Design of Events
2.1. Event Coordination
2.2 Developing an Event Concept
2.3 Evaluating the Event Concept
2.4 Major Consideration for Selecting an Event Venue
2.5 Event Design
2.6 Themed Events
2.7 Five-card Draw: Playing the Five Senses
2.8 Bells and Whistles: Amenities that make the Difference
6 hrs 3. Unit Three: Event Feasibility and Legal Compliance

3.1. Resources
3.2. The Approval Process
3.3. Key Questions
3.4. Feasibility: What to assess?
3.5. SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and
Threats
3.6. Organizing an Event: Selecting the Event
3.7. Legal Compliance
6 hrs 4. Unit Four: Marketing and Promotion of Events
4.1. Event Planning and Promotion
4.2. Event Planning Training and Internship
4.3. Event Marketing and Promotion
4.4. Five Ps of Event Marketing
4.5. Internal versus External Event Marketing
4.6. Sponsorship Needs Assessment
4.7. Internet Event Marketing
4.8. Publicity
4.9. Event Promotion
4 hrs 5. Unit Five: Planning for Event and Event Proposal

5.1. Event Planning
5.2. Tools for Event Planning
5.3. Strategic Event Planning
5.4. Role of Event Planner
5.5. Preparation for Event Proposal
5.6. Corporate Event Planning Ideas and Tips
109
5.7. Conference Planning
5 hrs 6. Unit Six: Protocol and Staging

6.1. Protocol and Event Management
6.2. Objectives of Protocol
6.3. Event Management Automation Protocol (EMAP)
6.4. Event Venue Selection
6.5. Organizing and Staging a Special Event
6.6. Essentials Staging/Venue Presentation
3hrs 7. Unit Seven: Operation, Logistics, Safety and Security Management

7.1. Event Management: Operations and Logistics
7.2. Safety and Security Related to Events
7.3. Incident Reporting
7.4. Essential Features of a State-of-the-Art Event Management Systems
7.5. Environmental Health and Safety Issues
3 hrs 8. Unit Eight : Crowd Management

8.1. Crowd in Panic
8.2. Causes of Panic
8.3. Environmental Impact
8.4. Problematic Differences
8.5. Evacuation
8.6. Emergency Evacuation
3hrs 9. Unit Nine: Monitor, Control and Evaluation

9.1. Monitoring and Controlling
9.1.1. Purpose
9.1.2. Objectives
9.1.3. Other Monitoring Information
9.2. Evaluating the Event
9.2.1. Completing the Event
9.2.2. Event Management Checklist
9.2.3. Coding

o Lectures
o Discussions
Assessment Methods
110
types
 Final Exam. (50%) 1st test Chapter One and two 15%
Individual Chapter, Three 10%

Assignment &
Presentation
2nd test Chapter four 10%
Group Chapters five and six 15%

assignment and
presentation
Total 100%
Reference Materials
 Judy Allen (2010) Event Planning and Etiquette: A Principles Approach to the Business
Special Event Management. Wiley
 Ruth Dowson and David Bassett (2018) Event Planning and Management. Kogan Page
 Sukhpreet Kaur (2010) EVENT MANAGEMENT.EXCEL BOOKS PRIVATE LIMITED
Course Guide book
Course Title International Marketing
Module Name Strategic and International Marketing
Module No. 07
Course Chair
111
Office Location:
e-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
e-mail: ---
ECTS credits(CP) 5

week)
3 7 10
Lecture days,Hours ---
&room
&hours
Target group 3rd year marketing management students
Year/semester 3rd year first semester
Course description
The importance of international marketing in relation to international trade and

investment, similarities and dissimilarities of domestic and international marketing, the
university of marketing, the globalization of markets and their impacts, the impact of
multinational companies on the world economy, external environment facing
international marketers, ways and methods of entering the international marketing, and
developing the international marketing mix strategy are the main focuses of this course.
Course Objectives
At the end of this course the students will be able to :
 -identify the concepts and issues of international marketing

 -analyze the foreign market environment
 -develop international marketing strategy for a business firm
 -recognize international, global and multinational marketing perspectives.
 -examine international market planning, organization and control
 -Make international marketing mix decisions
 -explore international market selection and entry mode
Chapter 1: OVERVIEW OF INTERNATIONAL MATKETING
Objectives: Having studied this chapter you should be able to:

 Define International Marketing
112
 Explain international Marketing orientation & involvement
 Explain International Marketing information system
 Discuss International Marketing system
Week Lectur Conceptual Focus Activities/Tasks Reading
e Hrs assignments
1 3 1.1.Nature and scope of Listen to a lecture made by Cateora and

International Marketing course team leaders and take Graham(2005)
1.2.International market key notes Onkvist and
orientation and involvement Shaw(2005)
Participate in discussion
Isobel,D and
Asking questions Lowe:pp4-7
Answering questions
2 3 1.3.International Marketing Listen to a lecture made by Cateora and

management process course team leaders and take Graham(2005)
key notes
1.4.International Marketing Onkvist and
information system Participate in discussion Shaw(2005)
Asking questions
Answering questions
CHAPTER 2 INTERNATIONAL MARKETING ENVIRONMENT

Objectives: Having studied the chapter you should be able to
 Identify framework for analyzing International marketing environmental
 Explain various environments affecting International Marketing
 Evaluate global trading environment development
Hrs assignments
3 3 Active listening Cateora and

2.1. Framework for analyzing Graham(2005)
Taking short notes
international Marketing
Onkvist and
environment Forward all the doubts Shaw(2005)
2.2. Geographic environment in or confusions students Isobel,D and
international Marketing may have in the given Lowe(2004):pp7-25
lecture
Cateora and
4 3 2.3. Demographic environment in Active listening Graham(2005)
International Marketing
2.4. Economic and Socio-cultural Taking short notes Onkvist and
environment Shaw(2005)
Forward all the doubts
or confusions students Isobel,D and
may have in the given Lowe(2004):pp7-25
lecture
5 3 2.5. Political and Legal environment Active listening

2.6. Global trading environment
113
Taking short notes
Forward all the doubts

or confusions students
may have in the given
lecture
Submit assignment
CHAPTER 3. INTERNATIONAL MARKET SELCTION, SEGMENTATION, and

POSITIONING
Objectives: Having studied this chapter you should be able to
 Describe segmentation variables
 Explain selection and positioning in International Marketing

Hrs assignments
6 3 3.1. International Market Active listening Cateora and

segmentation & selection Graham(2005)
Taking short notes
Onkvist and
Forward any doubts or confusions Shaw(2005)
on the lecture
7 3 3.2. International Market Visiting multinational companies Cateora and

positioning Graham(2005)
Involve in group discussion
Onkvist and
Writing Assignment questions to Shaw(2005)
be done in group
Reflect on the group assignments

by giving presentations.
Chapter 4: FOREIGN MARKET ENTRY STRATEGIES
 Analyze entry mode in International Marketing
3 4.1 International Market Modes done in group Gerald Albanm,

4.2 Selecting an entry mode Jerper Stradrkov,
4.3 Export documents and Reflect on the group assignments and
procedures by giving presentations Endwin Duerr,
International
Marketing and
export
Management
CHAPTER 5: INTERNATIONAL MARKETING PRODUCT POLICY

Objectives: From this chapter you should be able to learn
114
 The importance of offering a product suitable for the intended market
 Physical, mandatory and territorial requirements for product adaptation
 The need to view all attributes of a product to overcome resistance to
Week Lecture Conceptual Focus Activities/Tas Reading
Hrs ks assignments
8 3 Listen to a Cateora and

5.1.Planning and development of lecture made Graham(2005)
products for foreign markets by course team
leaders and Onkvist and
take key notes Shaw(2005)
Participate in
discussion
9 3 5.2.Product standardization Cateora and
versus adaptation Asking Graham(2005)
questions
Onkvist and
Answering Shaw(2005)
questions
5.3.International trade product Cateora and
life cycle and implications Listen to a Graham(2005)
lecture
Onkvist and
And take notes Shaw(2005)
on the lessons
treated
Forward any
doubts or
confusions on
the lecture
Take part in
reading
assignment
Literature
review and
presentation(se
minar)
CHAPTER 6: PRICING IN INTERNATIONAL MARKETING

Objectives: You should learn from this chapter:
 Competent of pricing as competitive tools in International Marketing
 How to control pricing in parallel imports or gray markets
 Computer trading and its place in International Marketing practices
 The mechanisms of price quotations
Week Lecture Hrs Conceptual Focus Activities/Tas Reading

ks assignments
115
10 3 6.1.Pricing Objectives Active Cateora and
6.2Determination of International listening Graham(2005)
price
Taking short Onkvist and
6.3.Delivery Terms and price notes Shaw(2005)
quotations
Forward all the
doubts or
confusions
students may
11 3 6.4.International pricing polices, have in the Cateora and
strategies Graham(2005)
given lecture
6.5.Transfer pricing
Onkvist and
6.6.Pricing under counter trade Assignment
Shaw(2005)
presentation
and submission
CHAPTER 7. INTERNATIONAL DISTRIUBTION

Objectives: Up on completing the chapter
 You should be able to learn

 The variety of distribution channels
 How the distribution patterns affect the various aspects of International Marketing
 The functions, advantage & disadvantage of various kinds of middlemen
 The logistics and problems of the physical movement of goods
Week Lecture Hrs Conceptual Focus Activities/Tas Reading

ks assignments
12 3 7.1.Distribution channels and Listen to a Cateora and

intermediaries for International Market lecture made Graham(2005)
by course
team leaders Onkvist and
and take key Shaw(2005)
notes
13 3 7.2Selection, motivation and control of Cateora and
foreign middlemen Participate in Graham(2005)
7.3. Global logistics issues and planning discussion
Onkvist and
Asking Shaw(2005)
questions
Answering
questions
CHAPTER 8: INTERNATIONAL PROMOTION (14 -15th week)

Objectives: You should learn the following upon studying this chapter:
 Local market characteristics affecting ads and promotion of products
 The strengths and weaknesses of sales promotion and public relationships in global marketing.
 When global ads is most effective, when modified ads is necessary
 The communication process and ads misfires
116
Week Lecture Conceptual Focus Activities/T Reading
Hrs asks assignments
14 3 CHAPTER8.INTERNATIONAL - Cateora and

PROMOTION Independent Graham(2005)
8.1Complexities and Issues in reading
Onkvist and
International Promotion -Small Shaw(2005)
8.2Promotion tool for International group
Markets discussion
15 3 8.3Developing the promotion campaign on
for foreign markets international
8.4Role of image promotion
-Literature
review and
presentation
(seminar)
Pedagogical approaches
The delivery methods of the course consists of lectures, questioning and answering, readings
assignments, brainstorming, individual and/or group works, Presentation of assignments, term
papers, seminar and projects, and field visits.
2. Lectures: major focused areas need to be lectured to the class.

3. Reflections: students are required to have a portfolio of what they are supposed to do
independently or as group tasks.
4. Homework: Home works will have to be treated to enhance indepth conception of
the lessons given in class.
5. Seminar: All students are required to undertake paper based literature reviews to
complete the course successfully.
Assessment Methods
seminars and projects or cases, mid exams and final examination.

types
 Final Exam. (50%) 1st Quiz Chapter One 5%
Individual Chapter, Two 10%

Assignment &
117
Presentation
1st test Chapter three 15%
and four
2nd quiz Five and six 5%
Group Seven and eight 15%

assignment
and
presentation
Final Exam From all 50%

chapters
Total 100%
Reference Materials
Cateora, Philip R and Graham John L.(2005).International Marketing. New Delhi:Tata McGraw-Hill
Publishing Company Limited
Onkivist, Sak and Shaw,John J.(2005). International Marketing. New Delhi: Prentice-Hall of India
Private Limited.
118
Course Guide Book
Course title Import / Export Policy & Procedures
Module name Strategic and International Marketing
Module No. 11
Course chair Office location:
Mobile
Instructor/tutor Office location:
Mobile
ECTS Credits (CP) 5
3 7 10
Target group 3rd year Marketing Management
Year/semester Year III, Semester II
Course Description:
The course is designed to equip students with the basic knowledge and skill of required in performing
import and export trade. The course is a continuation of International marketing course which gives for
the detail policy, procedure and documentations in international trade. The course discusses major policy
areas in import and export trade; elaborates specific procedures involved in import export trade and
familiarizes students with international trade documents.
Course Objective
 To introduce students with import and export policies
119
 To familiarize students with import and export procedures
 To provide understanding on import and export trade documents
 To provide skill to students on the use of international trade documents
Course Content
Mode of Delivery
Semester based
Assessment Methods

(%)
(50%)
Presentation

presentation
References:
Hailay Bebretinsae, Entrepreneurship and small business management, 2nd ed.
Hodgetts, Richard M. Kurakto, Donald F. “Entrepreneurship: A contemporary approach” fourth
ed., the Dryden Press, 1998
Hirsh Robert D. and D. and Peters Michael P. “Entrepreneurship” fifth Ed., Tata McGraw Hill
Ed. 2020
Holt David H. “Entrepreneurship- New venture creation “ Eastern Economy Edition, 2000
Donald F. Kutatko and Richard M. Hodgetts, “Entrepreneurship: A contemporary Approach”
fourth ed.
120
Course Guidebook
Course Title: Strategic Marketing Management

Module Name Strategic Marketing and International
Module No. 07
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 6
(per week) 5 7 10
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Year/Semester Year IV semester II
121
Course Description
This course is essentially designed to equip students with basic concepts of Strategic marketing
management with its detail and specific concepts. And it deals with the principles, procedures
and theoretical facts in the market place. Basically this course enhances student‟s knowledge of
strategic marketing management in order to advance their skills in using this knowledge to
develop and maintain successful marketing strategies. More specifically, the topics to be covered
in this course includes: overview of strategic marketing, strategic planning and marketing
management process, dealing with computation, The Marketing Environment & Marketing
Audit, Managing the Marketing mix strategies and Marketing Segmentation, Targeting and
Positioning (STP). Therefore, the aforementioned contents of the course will enable the students
have the necessary knowledge and skills regarding strategic marketing.
Course Objectives
The main objective of this course is to equip students with in-depth knowledge of marketing
strategy and policy.
After the end of this course, students will be able to:-
 Understand why a person should study marketing.
 Identify & solve many business problems using marketing perspective.
 Identify strategic planning and marketing management process.
 Evaluate effects of SWOT and PEST analysis on company‟s successes
 Explain the concept of market Auditing.
 Analyze competitor‟s strategies, objectives, strengths and weaknesses.
 Gain a sense of general strategic marketing issues, such as market opportunity analysis,
target market selection and marketing mix development.

Week Lectur Conceptual focus Activities/ta Reading Materials
e Hrs. sks
Chapter One: Overview of Strategic Lecture, 1. Philip Kotler,

Marketing reading Marketing
6 hours assignments, Management,
1.1. Marketing defined case studies concepts and
1.2. Why study marketing cases,
1.3. The marketing 11th Ed.
Concept 2. Richard ms.
1.4. Marketing Wilson
management Colin Gilligan
1.5. What is Strategic Strategic
Marketing marketing
122
Management
planning,
Implementation
&
control. 3rd Ed.
Chapter Two: Strategic Planning & Lecture, 1. Philip Kotler,

Marketing Process reading Marketing
assignments, Management,
2.1. Strategic planning case studies concepts and
8 hours
2.2. Corporate & division cases,
strategic planning 11th Ed.
2.3. Business unit strategic 2. Richard ms.
planning Wilson
2.4. The marketing process Colin Gilligan
Strategic
marketing
Management
planning,
Implementation
&
control. 3rd Ed.
Chapter Three: Dealing With Competition Lecture, 1. Philip Kotler,

reading Marketing
3.1. Competitive forces assignments, Management,
3.2. Identifying case studies concepts and
10
hours
1. Philip Kotler, cases,
Marketing 11th Ed.
125 2. Richard ms.
competitors Wilson
3.2.1. Industry concept Colin Gilligan
of competition Strategic
3.2.2. Market Concept of marketing
competition Management
3.3. Analyzing planning,
Competitors Implementation
3.4. Competitive strategies &
for market leaders control. 3rd Ed.
3.5. Competitive Strategies
3.5.1. Market leader
strategies
3.5.2. Market challenger
strategies
3.5.3. Market- follower
strategies
3.5.4. Market niche strategies
123
8 hours Chapter Four: The Marketing Environment Lecture, 1. Philip Kotler,
& Marketing Audit reading Marketing
assignments, Management,
4.1. Environmental case studies concepts and
analysis and scanning cases,
4.1.1. SWOT analysis 11th Ed.
4.1.2. PEST analysis 2. Richard ms.
4.2. Marketing Audit Wilson
4.3. Stages of Audit Colin Gilligan
Strategic
marketing
Management
planning,
Implementation
&
control. 3rd
Ed.
Chapter Five: Managing the Marketing Mix Lecture, 1. Philip Kotler,

Strategies reading Marketing
5.1. Product strategy assignments, Management,
5.2. Pricing strategy case studies concepts and
5.3. Promotion strategy cases,
5.4. Distribution strategy 11th Ed.
2. Richard ms.
Wilson
6 hours Colin Gilligan
Strategic
marketing
Management
planning,
Implementation
&
control. 3rd Ed.
Mode of Delivery
Semester based
124
Assessment Methods

(%)
(50%)
Presentation

presentation
Reference
1. Andrew whalley (2010) Strategic Marketing, Ventus publishing Aps.
2. Richard ms. Wilson Colin Gilligan Strategic marketing Management planning,
Implementation& control. 3rd Ed.
3. William M.prid, o.c Ferrell (1991) Marketing concepts and strategies, 7th Ed Houghton
Mifflin Company.
4. Philip Kotler (2006) Marketing Management, 12th Ed, New Delhi, Prentice hall of India
PLC.
125
Course Guidebook
Course Title: Apprenticeship in Marketing

Module Name Apprenticeship and Senior Essay in Marketing
Module No. 08
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5
(per week) 1 2 5 7
Lecture days, Hours

and Room:
Tutorial/Lab days &

Hours
Year/Semester Year 4 semester 1
Course Description:
This course is given for students as a beginning to familiarize them with the practical marketing
and business environment. They are required to do their field work to identify practical
marketing problems and write proposal that can be used as input for their senior essay. Hence
126
this course is believed to provide practical experience of preparing research proposal for
graduating class students.
Course Objective:
The objective of this course is to create opportunity for graduating students to acquire
practical industry experience so that they can appreciate the link between the theoretical
knowledge and the business/ marketing practices. Therefore, graduating students are
strongly advised to put the maximum of their effort and dedication for the apprenticeship as
it lays foundation for their carrier advancement.
Methodology:
The following points shall be considered while selecting an organization for apprenticeship
:
i. The organization shall be engaged in business and or customer service activities,

ii. The firm shall be accessible ( not too far) for the student not to waste learning
time while travelling
iii. The firm should be willing to accept the graduating student for the
apprenticeship
iv. The firm should give marketing and customer service related task for sufficient
contact hours before the end of the semester
v. The firm shall be willing to provide necessary information for the graduating
students to prepare their report ( case study proposal)
vi. The organization shall evaluate the performance of the student and report to the
school using the provided evaluation format
Discipline
All students shall observe the following and discipline themselves while doing their field
work:
i. Be punctual and attend all the schedules given by their respective field
supervisor / coach
ii. Always show positive attitude towards their assignment / task
iii. Shall follow work instructions
iv. Obey company codes of conducts
v. Be professional and well groomed
vi. Show high level of responsibility
vii. Show courtesy and effective communication skills
Evaluation
The evaluation for apprenticeship consists of two parts:
i. Evaluation by field supervisor/ coach of the organization

127
The supervisor/ coach assigned by the organization on which students are doing their
practicum shall evaluate the students on the following basis and report to the school before
the end of the semester.
 Attendance and punctuality

 Ability to accept responsibility
 Readiness to learn
 Quality of work
 Communication skill
 Professional courtesy
 Problem solving skill
 Customer handling
ii. Evaluation by advisor
Evaluation by the advisor shall be done based on the ‘apprenticeship Report ( case study
proposal ) Presentation’.
Assessment:
Industry supervisor report from apprenticeship -----------------------------50%
Proposal presentation and defense--------------------------------------------50%
Total---------------------------------------------------------------------------------100%
128
Course Guidebook
Course Title: Senior Essay in Marketing

Module Name Apprenticeship and Senior Essay in Marketing
Module No. 08
Course chair
Office Location:
E-mail:
Consultation Hours:
Instructor/Tutor
Office Location:
E-mail:
Consultation Hours:
ECTS Credit 5
Contact hours Lecture/Advising Tutorial Lab/Practical Home Total

study
(per week)
2 8 10
Lecture days,
Hours and Room:
Tutorial/Lab days
& Hours
129
Course Description:
This is the senior essay of the graduating class students that is requirement for graduation. It is
extension of the course “research project I”.
Course Objective:
Taking this course, students will be able to solve marketing problem through scientific marketing
research.
Methodology:
 Conducting senior essay

Assessment:
 Research report content--------------------------------------------------------------40%
 Paper presentation and defense------------------------------------------------------60%
 Total---------------------------------------------------------------------------------100%
Course Policy:
 Students must submit the research report as per the specified deadline.
 Plagiarism is strictly forbidden.
 The research report should not be artificial, a report that doesn‟t define practical marketing
problem)
Approval section
Course contents, modes of assessment, etc should be approved by the department head and
should be sealed, as follows:
Approved by
--------------------------
Head, Department of Marketing Management
Approval for course syllabus with change

In addition, any need for change in courses related to modes of assessment, course content, etc
should be approved by department head in consultation with previous course holder/s, program
council and/or department council. It should be noted that the change should not contradict/bring
fundamental change to the nationally harmonized modularized Marketing Management
curriculum. There should be approval section which contains:
Prepared by Approved by
Name: ---------------------------- Name: -----------------------
Signature: ------------------------ Signature------------------------
Date: -------------------------- Date: --------------------------
130

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Salale University

3. Program Objectives ............................................................................................................................................ 5

3.1. General Objectives ..................................................................................................................................... 5

3.2. Specific Objectives ..................................................................................................................................... 6

4. Professional Profile of Marketing Management ................................................................................................ 6

5. Graduate profile ................................................................................................................................................. 7

6. Academic Requirement of the Program ............................................................................................................ 8

6.1. Admission requirements ............................................................................................................................ 8

6.2. Duration of the program ............................................................................................................................ 8

6.3. Graduation requirements .......................................................................................................................... 8

6.4. Medium of Instruction ............................................................................................................................... 8

6.5. Degree Nomenclature ........................................................................................................................... 8

7. Delivery Methods and Teaching methodology .................................................................................................. 8

7.1. Mode of Delivery........................................................................................................................................ 8

7.2. Teaching methodology .............................................................................................................................. 9

8. Module and Course Structure ........................................................................................................................ 9

9. Assessment and Evaluation Methods .............................................................................................................. 10

10. Grading System ................................................................................................................................................ 10

11. Resources ......................................................................................................................................................... 11

11.1. Human resources ................................................................................................................................. 11

11.2. Physical Resources ............................................................................................................................... 11

12. Quality assurance ............................................................................................................................................. 11

13. Module Name and Distribution ....................................................................................................................... 12

13.1. Modules’ Name and Number ............................................................ 12

13.2. Course Listing by Year and Semester ......................................................

13.3. Module Profile ..................................................................................................................................... 19

14. Course Guide Book...............................................................................................................................................

3.2. Specific Objectives

 Be Familiar to the theories, concepts and models of marketing management.

4. Professional Profile of Marketing Management

1) Provide an understanding of the context, nature, role and significance of marketing

13) Apply marketing concepts and tools in online marketing program,

16) Analyze and manage sales activities

6.2. Duration of the program

6.3. Graduation requirements

6.4. Medium of Instruction

6.5. Degree Nomenclature

7. Delivery Methods and Teaching methodology

7.2. Teaching methodology

8. Module and Course Structure

 General Foundation Courses – courses offered to Marketing management department

9. Assessment and Evaluation Methods

10. Grading System

Raw mark Corresponding Corresponding

11.2. Physical Resources

12. Quality assurance

8 Apprenticeship Mktm-M08 1. Apprenticeship in MKTM4081 3 5

23 Communicative FLen 1012 Communicative FLen 1012 3 5

Total Core Courses ( Cr.Hr./ ECTS) 72 118

13.2. Course Listing by Year and Semester

2 Econ1011 Economics 3 5 None

3 Psyc1011 General Psychology 3 5 None

4 Math1012 Mathematics for Science 3 5

5 LoCT1011 Critical Thinking 3 5

6 GeES1011 Geography of Ethiopian and the Horn 3 5

7 SpSc1011 Physical Fitness P/F 2

Total Semester Load 18 32

2 MGMT1012 Entrepreneurship 3 5 None