Marketing Management Course Outline

NORTHERN CARIBBEAN UNIVERSITY
College of Business and Management
Department of Business Administration and Managment
FALL 2023
DEGREE/ PROGRAMME Bachelors of Science in
TITLE Management Studies
MAJOR: All Majors
COURSE NAME: MARKETING MANAGEMENT
COURSE CODE: MKTG 488
NUMBER OF CREDITS: 3
NUMBER OF HOURS: 45
NAME OF LECTURER: Minetta Edwards
EMAIL ADDRESS(ES): minetta.edwards@ncu.edu.jm
OFFICE HOURS:
CONTACT: (876) 373-6716
PREREQUISITES: BSAD 301-Business Communication, ECON 272-Business and

Economic Statistics
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MKTG 488: Marketing Management
August 2018
FACULTY INTRODUCTION
Welcome to MKTG 488, Marketing Management. My name is Minetta Edwards and I have
an earned DBA in Marketing from Walden University. My work experience spans over 25 years
in Banking and Finance and more than 11 years as a Lecturer of Marketing, Human Resource
Management, and Research. My contact information is listed above.
Please review the tabs on the class page and note the due dates for ALL sectionals as well as
individual and group assignments (reading and written).
I am pleased to be able to guide you through this course during fall of 2023.
COURSE DESCRIPTION
This course provides a managerial introduction to the strategic and tactical aspects of marketing
decisions. We will first examine the strategic concepts and tools that guide how a firm chooses a
target market, develops a value proposition for its target customers, and successfully
differentiates from its competitors. During this phase, we will learn both the fundamental
principles of strategic marketing management, as well as contemporary perspectives relevant to
the changing economy. Next, we will study the process that translates strategic marketing
analysis into marketing programmes and determine why and how marketing strategy decisions
provide the integrating theme for marketing program actions.
We will use a mixture of lectures, discussions, case studies, readings, and experiential to
examine how product and service decisions are designed to produce value proposition, how
pricing captures the customer value, how brands are positioned through integrated marketing
communications, and how marketing channels are used to make this value accessible to target
customers. Throughout this process, we will focus on how marketing research informs these
decisions and we will also stress practical issues in the implementation and control of marketing
programmes.
COURSE LEARNING OUTCOMES
Upon completion of this course, students should be able to:
1. Distinguish and appraise critically the theoretical and practical rationales

underpinning strategic marketing perspectives.
2. Differentiate between various management, strategy and marketing philosophies
and orientations.
3. Recognise and evaluate the assumptions underlying many traditional models
within marketing, demonstrating this by using appropriate concepts, models and
frameworks.
4. Compose, defend and argue the value of customer satisfaction and customer focus
through exhibiting an appreciation of such issues by using appropriate concepts, models
and frameworks.
5. Evaluate and appreciate the principles underlying the management of marketing
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information and intelligence, demonstrating this outcome by using appropriate concepts,
frameworks and examples.
6. Recognise and appraise the situational problems affecting the structure and
organisation of contemporary strategic marketing.
7. Analyse and evaluate the components and processes of marketing strategies and
programmes.
FAITH AND LEARNING OUTCOMES
By the end of this course the students should be able to:
 Explain the sovereignty of God over all creation and knowledge.

 Promote a lifestyle of Christian service to others and the community.
 Recognize the intrinsic worth of self and all persons.
 Develop a genuine critical openness to the ideas and beliefs of others.
 Develop an understanding of the past and its interconnectedness with the present and
future.
 Appreciate that unity within the body depends upon communication. Therefore, each
person should think about how they are communicating in respect to their relationship
with their brethren within the body of Christ.
NCU Values and Attitudes: Focus
1. Christlikeness
2. Integrity
3. Justice
Christlikeness:
I, Minetta Edwards (instructor) and all the students of MKTG 488: Marketing Management
Class, commit to exercising the highest levels of Christlikeness in all actions during this semester
in relation to the following:
1. Handling student issues in a fair and equitable manner

2. Displaying honesty with submitted work
3. Displaying kindness to each other
4. Displaying humility, compassion and unselfishness to each other
5. Showing confidence in all things through Christ who strengthens me. (Philippians 4:13)
Integrity:
The facilitator and students will undertake learning experiences that exercise the highest levels of
integrity such as:
 Honouring deadlines in submission of assignments
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 Practising academic honesty with respect to the use of published works and other intellectual
property
 Participating equally in group work and activities
 Good stewardship of tools, equipment and other resources in the teaching learning
environment
 Give fair evaluation to student work
 Display proper deportment and conduct.
Justice:
The facilitator and all students will exercise the highest level of justice and fairness in all actions
related to this course in the areas of:
 Fair grading for tasks submitted for evaluation

 Timely feedback and redress of inquiries, challenges, issues, grouses
 Impartial treatment of all students regardless of race, age, religious affiliation, nationality or
ethnicity.
Access to Computer and Internet Resources: Completing these course requirements

necessitates regular access to computer technology and the Internet. If a student does not have a
personal computer with Internet access, computers on the University’s Main Campus and
Extension Sites are available for student use.
Civility, Courtesy and Respect: As professionals, mutual respect is required; the instructor
expects all class members to communicate in a professional and courteous manner. While
everyone may feel passionate about a particular subject and is entitled to his/her opinions,
classroom discourse must always be conducted in a respectful and civil tone. No disrespectful or
disparaging comments about gender, ethnicity, religion, et cetera will be tolerated.
Honour Code: Regulations on plagiarism and other forms of cheating are strictly enforced.
Since engaging in either activity may result in very serious penalties, including failing grades, or
dismissal from the University, you should endeavour to avoid such activities. Any assignment or
work submitted for this course must not have been submitted for any other course. No written or
digitally authored work may be submitted for academic credit more than once. If you have
questions about how this may apply to an assignment you are considering for this course, please
ask the facilitator for clarification.
Students with a Disabling Condition: Any student who, because of a disabling condition, may
require some special arrangements in order to meet course requirements, should communicate
with the instructor in a timely manner, to seek such special considerations. Students should
present appropriate verification from the relevant administrative office at the University. There
is no guideline indicating that special considerations are given prior to completion of the existing
university verification process.
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COURSE CONTENT:
Number of hours: 8 hours
UNIT 1: UNDERSTANDING MARKETING MANAGEMENT
Chapter 1: Defining Market for the 21st Century
Instructional Outcomes: By the end of Chapter 1, students will be able to:

1.1 Explain why marketing is important.
1.2 Explore what is the scope of marketing.
1.3 Discuss some core marketing concepts.
1.4 Analyze how marketing has changed in recent years.
1.5 Outline the tasks necessary for successful marketing management.
Content
Understanding Marketing in the 21st Century.
- The Importance of Marketing

- The Scope of Marketing
- Core marketing concepts
- The New Marketing Realities
- Company orientation toward the marketplace
- Updating the 4 P’s
- Marketing management tasks
Concepts/Terms: Marketing specialist, internal marketing, performance marketing, and

marketing network.
Major activities:
 Individual exercise on marketing.

 Brief question and answer session
 Group discussion on the pros and cons of marketing management.
Readings:
Chapter 1, Kotler, P. & Keller, K.L. (2013). Marketing management.

(14th ed.). Harlow, Essex: Pearson.
Joyce, T. H., & Harvey, M. (2006). The evolution of the concept of the 'executive' from
the 20th century manager to the 21st century global leader. Journal of Leadership
& Organizational Studies, 13(2), 29-41. Retrieved from http://search.proquest
.com/docview/203171022?accountid=37766
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Case study: Marketing Excellence (Nike, page 51) & (Google, page 52).
Faith & Learning Application: Today’s workplace is viewed primarily as a means to earn a
living, however , this section talks of the biblical way of managing and marketing an
organization and to act ethically from a Christian standpoint.
Chapter 2: Developing Marketing Strategies and Plans.
2.1 Explain marketing and customer value.

2.2 Articulate corporate and division strategic planning.
Content:
Marketing strategies and plans includes:
- Value delivery process

- Value chain
- Defining corporate mission
- Establishing strategic business units
- Assessing growth opportunities
- Marketing innovation
- Understand the contents of a marketing plan
- Corporate and Division Strategic Planning
- Business Unit Strategic Planning – Eight steps
- The Marketing Plan and Marketing Performance
Concepts/Terms: Value delivery network, value chain, mission statement, strategic business
unit, and marketing opportunity.
Major activities:
 Case study
 Critical analysis.
 End of chapter exercise
Readings:

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Klebba, J. M., & Hamilton, J. G. (2007). Structured case analysis: Developing critical
thinking skills in a marketing case course. Journal of Marketing Education, 29(2),
132-137,139. Retrieved from http://search.proquest.com/docview/204451619
accountid=37766
Case Study: Marketing Excellence (Cisco, page 79) & (Intel, page 80).
Faith & Learning Application: "The master commended the dishonest marketing manager
because he had acted shrewdly. For the people of this world are more shrewd in dealing with
their own kind than are the people of the light. I tell you, use worldly wealth to gain friends for
yourselves, so that when it is gone, you will be welcomed into eternal dwellings.
PART 2: CAPTURING MARKETING INSIGHTS
Chapter 3: Collecting Information and Forecasting demand
3.1 Describe the components of modern marketing information system.

3.2 Identify internal records.
3.3 Explain Marketing Intelligence.
3.4 Analyze the macro environment.
Content:
Collecting information and forecasting demand includes:
- Order-to payment cycle.

- Sales information systems.
- Databases, data warehousing, and data mining.
- Marketing intelligence system.
- Collecting marketing intelligence on the internet.
- Communicating and acting on marketing intelligence.
- Marketing Information, Intelligence, and Research - The more information the firm has
available, the better the opportunity to gain and hold competitive advantage. This requires
an MIS (Marketing Information System)
- Marketing Research System
- Forecasting and Demand Measurement
- Macro environmental Trends and Forces
Concepts/Terms: Marketing information system, market demand, potential market, market

share, market forecast, and market potential.
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Major activities:
 Case study.
 End of chapter exercise
Readings:

Docksai, R. (2010). Collecting wisdom about the future. The Futurist, 44(1), 56-57.
Retrieved from http://search.proquest.com/docview/218580270?accountid=37766
Case Study: Marketing Excellence (Microsoft, page 115) & (Ferrero, page 116).
Faith & Learning Application: We are living in an environment that challenges us to

continually evaluate what it means to live the Christian life. So how do we respond? The answer
begins with the Bible. Our view of inter-culture must include biblical insights.
Chapter 4: Conducting Marketing Research
Instructional Outcomes: By the end of chapter 4, students will be able to:
4.1 Describe the marketing research system.

4.2 Outline the marketing research process.
4.3 Step 1:Define the problem, the decision alternatives, and the research objectives.
4.4 Step 2: Develop the research plan.
Content:
The chapter discusses the marketing research process and plans:
- Building Customer Value and Satisfaction

- Maximizing Customer Lifetime Value (20 percent of customers generate as much as 80
percent of profits)
- Cultivating Customer Relationships
- Customer Databases and Database Marketing
Concepts/Terms: Loyalty, value delivery system, quality, customer life time value, customer
relationship management, marketing funnel, database marketing, data mining.
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Major activities:
 Case study.
Readings: Chapter 4. Kotler, P. & Keller, K.L. (2013). Marketing management.

Liu, Yuping., & Yang, R. (2009). Competing loyalty programs: Impact of market
saturation, market share, and category expandability. Journal or
Marketing. 73, 93-108. http://www.jstor.org/stable/20619000
Case Study: Marketing Excellence (Ideo, page 141) & (Intuit, page 142).
Faith & Learning Application: But seek first his kingdom and his righteousness, and all these
things will be given to you as well, Matthew 6:33.
PART 3: CONNECTING WITH CUSTOMERS
Chapter 5: Creating Long-term Loyalty Relationships
5.1 Build customer value, satisfaction, and loyalty.

5.2 Demonstrate how to maximize customer lifetime value.
5.3 Explore the cultivation of customer relationship.
5.4 Utilize customer databases and database marketing.
Content:
This chapter explores:
- Customer perceived value

- Total customer satisfaction
- Monitoring Satisfaction
- Customer profitability
- Measuring customer lifetime value
- Customer relationship management
- Attracting and retaining customers
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- Building loyalty
- Data warehouse and data mining
- The downsize of database marketing and CRM
Concepts/Terms: Culture, social classes, family procreation, family of orientation,

personality, lifestyle, motive, learning, and belief, attitude, and expectancy value model.
Major activities:
 Case study
 Critical analysis

Webster, R. L., Hammond, K. L., & Rothwell, J. C. (2010). Customer and market
orientation within AACSB member business schools: Comparative
views from three levels of administrators. American Journal of Business
Education, 3(7), 79-91. Retrieved from
http://search.proquest.com/docview/734008181?accountid=37766
Case Study: Marketing Excellence (Nordstrom, page 169) & (Harley-Davidson,

page 170).
Faith & Learning Application: Your faith in yourself and your business are key to your long-
term success. 1 Corinthians 14:40 - Let all things be done decently and in order.
Sectional One:
Table of Specification – Sectional 1
Level of Objective Content Type of Items Points

Allotted
Fill-in-the-blanks Chapters 1-7
Knowledge & Case study
Comprehension
Application/ Chapter
Interpretation Presentation
Analysis/Synthesis
Total
Chapter 6: Analyzing Customer Markets
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6.1 Explain what influences customer behaviour

6.2 Identify key psychological processes.
6.3 Outline the buying decision process: The five-stage model
6.4 Discuss behavioural decision theory and behavioural economics.
Content:
This chapter will highlight some of the key elements that marketers must analyse in business
markets:
- Cultural factors
- Social factors
- Problem recognition
- Evaluation of alternatives
- Purchase decision
- Post purchase behaviour
- Moderating effects on customer decision making
- Decision heuristics
Concept/Term: Organizing buying.
Major activities:
 Case study

Marshall, B., McDonald, D., Chen, H., & Chung, W. (2004). EBizPort: Collecting
and analyzing business intelligence information. Journal of the American
Society for Information Science and Technology, 55(10), 873-891. Retrieved from
http://search.proquest .com/docview/231431673?accountid=37766
Case Study: Marketing Excellence (Disney, page 200) & (Ikea, page 201).
Faith & Learning Application: Being fairness in the process of recruiting is very important.
Hebrews 6:10 - For God [is] not unrighteous to forget your work and labour of love, which ye
have shewed toward his name, in that ye have ministered to the saints, and do minister.
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Chapter 7: Analyzing Business Markets
7.1 Define organizational buying.

7.2 Identify participants in the business buying process.
7.3 Outline the purchasing/procurement process.
7.4 Describe the stages in the buying process.
7.5 Explore managing business-to-business customer relationship.
7.6 Examine institutional and government markets.
Content:
The key purpose of this chapter is to introduce and discuss:
- The business market versus the customer market

- Buying situations
- Systems buying and selling
- The buying center
- Buying center influences
- Targeting firms and buying centers
- Problem recognition
- General need description and product specification
- Supplier search
- Proposal solicitation
- Supplier selection
- The benefits of vertical coordination
Concepts/Terms: Psychographics, super segment.
Major activities:
 Case study
 Small group dicussions

Hwang, H., Hec Montréal, Dillon, W. R., & Takane, Y. (2006). An extension of
multiple correspondence analysis for identifying heterogeneous subgroups of respondents.
Psychometrika, 71(1), 161-171. doi:http://dx.doi.org /10.1007/s11336-004-1173-x
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Case study: Marketing Excellence (Accenture, page 230) & (GE, page 232).
Faith & Learning Application: The ultimate decision maker for us is Christ, we need to trust
in him all things. Romans 12:2 - And be not conformed to this world: but be ye transformed by
the renewing of your mind, that ye may prove what is that good, and acceptable, and perfect, will
of God.
Chapter 8: Identifying Market Segments and Targets
8.1 Discuss the bases for segmenting customer markets.

8.2 Articulate the bases for segmenting business markets.
8.3 Explain market targeting.
Content:
The key purpose of this chapter will discuss:
- Geographic segmentation
- Demographic segmentation
- Psychographic segmentation
- Behavioural segmentation
- Effective segmentation criteria
- Evaluating and selecting the market segments
Concepts/Terms: Brand, brand knowledge, brand promise, brand contact, brand community,
brand audit, brand strategy, brand portfolio, and brand dilution.
Major activities:
 Case study

Wei-Tsong, W., & Hui-Min, L. (2012). Factors influencing mobile services

adoption: A brand-equity perspective. Internet Research, 22(2), 142-179.
doi:http://dx.doi.org/10.1108/10662241211214548
Case study: Marketing Excellence (HSBC, page 259) & (BMW, page 260).
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in him all things. Romans 12:2 - And be not conformed to this world: but be ye transformed by
the renewing of your mind, that ye may prove what is that good, and acceptable, and perfect, will
of God.
PART 4: BUILDING STRONG BRANDS
Chapter 9: Creating Brand Equity
Instructional Outcomes: By the end of Chapter 9, the students will be able to:
9.1 Explain what is brand equity.

9.2 Demonstrate how to build brand equity.
9.3 Measure brand equity.
9.4 Manage brand equity.
9.5 Devise a branding strategy.
9.6 Examine customer equity.
Content:
The purpose of this chapter is to outline:
- The role of brands

- The scope of branding
- Defining brand equity
- Brand equity models
- Choosing brand elements
- Designing holistic marketing activities
- Leveraging secondary associations
- Internal branding
- Brand communities
- Brand reinforcement
- Brand revitalization
- Branding decisions
- Brand portfolios
- Brand extensions
Concepts/Terms: Positioning, competitive frame of reference, category membership, points

of difference, Points-of-parity, and competitive advantage.
Major activities:
 Case study
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Bailey, C., & Clarke, M. (2008). Aligning business leadership development with
business needs: The value of discrimination. The Journal of Management
Development, 27(9), 912-934. doi:http://dx.doi.org/10.1108
/02621710810901273
Case study: Marketing Excellence (Procter and Gamble, page 291) &
(McDonald’s, page 293).
Faith & Learning Application:
in him all things. Acts 10:34-35 : Then Peter began to speak: "I now realize how true it is that
God does not show favouritism but accepts from every nation the one who fears him and does
what is right.
Chapter 10: Creating the Brand Positioning
10.1 Develop and establishing a brand positioning.

10.2 Explain differentiation strategies.
10.3 Demonstrate how to position and brand a small business.
Content:
The key purpose of this chapter is to introduce:
- Competitive frame of reference.

- Alternative approaches to positioning.
Concepts/Terms: Customer value, convenience goods, unsought goods, capital items, mass
customization, product system, product lines, product mix, line-stretching,
co-branding, ingredient branding, and adoption.
Major activities:
 Case study
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Hunt, S. D., & Madhavaram, S. (2006). Teaching marketing strategy: Using

resource-advantage theory as an integrative theoretical foundation. Journal
of Marketing Education, 28(2), 93-105. Retrieved from http://search
.proquest.com/docview/204409576?accountid=37766
Case Study: Marketing Excellence (Louis Vuitton, page 317) & (Phillips, page
318).
in him all things. 2 Corinthians 8:13 : Our desire is not that others might be relieved while you
are hard pressed, but that there might be equality.
Sectional Two:
Table of Specification – Sectional 2
Level of Objective Content Type of Items Points

Allotted
Multiple Choice
Knowledge & Case study
Comprehension
Application/ Short Answers
Interpretation
Analysis/Synthesis Essay Questions
Total
Chapter 11: Competitive Dynamics
11.1 Evaluate Competitive Strategies for market leaders.

11.2 Identify other competitive strategies.
11.3 Explain Product life-cycle marketing strategies.
11.4 Discuss marketing in an economic downturn.
Content:
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The key purpose of this chapter analyses:
- Expanding total market demand

- Protecting market share
- Increasing market share
- Market-challenger strategies
- Market-follower strategies
- Market-nicher strategies
- Product life cycles
- Style, fashion, and fad life cycle
- Evidence for a product life-cycle concept
- Critique of the product life-cycle concept
- Market evolution
- Explore the upside of increasing investment
- Get closer to customers
- Review budget allocation
- Put forth the most compelling brand proposition
- Fine-tune brand and product offerings
Concepts/Terms: Primary service package, external marketing, voice of customer, and

service delivery.
Major activities:
 Case study
Case Study: Marketing Excellence (Samsung, page 343) & (IBM, page 344).
in him all things. Acts 10:34-35 : Then Peter began to speak: "I now realize how true it is that
God does not show favouritism but accepts from every nation the one who fears him and does
what is right.
PART 5: SHAPING THE MARKET OFFERINGS
Chapter 12: Setting Product Strategy
Instructional Outcomes: By the end of Chapter 12, the students will be able to :
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12.1 Identify product characteristics and classifications.
12.2 Differentiate between product and services..
12.3 Design.?
12.4 Discuss product and brand relationships
12.5 Define packaging, labeling, warranties, and guarantees
Content:
This chapter discusses:
- Product levels: The customer- value hierarchy

- Product classifications
- Product differentiation
- Services differentiation
- Packaging
- Labelling
- Warranties and guarantees
Concepts/Terms: Reference price, market penetration pricing, market skinning pricing, and
target costing.
Major activities:
 Case study
Moore, S. T. (1995). Pricing: A normative strategy in the delivery of human

services. Social Work, 40(4), 473. Retrieved from http://search.proquest
.com/docview/215266644?accountid=37766
Case Study: Marketing Excellence (Caterpillar, page 372) & (Toyota, page 374).
Faith and Learning:
1. The Lord himself was always concerned with motives. According to him, motives
are what lie at the bottom of life and determine whether an act is righteous or
sinful, good or bad.
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Chapter 13: Designing and Managing Services
13.1 Describe the nature of services.

13.2 Assess the new services realities.
13.3 Explain how to achieve excellence in services marketing.
13.4 Demonstrate how to manage service quality.
13.5 Show how to manage product-support services.
Content:
The chapter explores:
- Service industries are everywhere

- Categories of service mix
- Distinctive characteristics of services
- A shifting customer relationship
- Marketing excellence
- Best practices of top service companies
- Differentiating services
- Identifying and satisfying customer needs
- Postsale service strategy
Concepts/Terms: Marketing channels, value network, demand chain planning, push strategy,
hybrid channels, zero-level channel, and selective distribution.
Major activities:
 Case study
Kaufman, R. (2005). Defining and delivering measurable value: A mega thinking

and planning primer. Performance Improvement Quarterly, 18(3), 6-16.
Retrieved from http://search.proquest.com/docview/218567417
?accountid=37766
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Case Study: Marketing Excellence (The Ritz-Carton, page 401) & (Parkway
Group Hospitals, page 402).
1. All humans, both as individuals and communally, are commissioned with

the task of management (the duty of stewardship). A few have been given
(called to) the additional responsibility of serving others through
leadership in selected areas. Contemporary management thought often
refers to people as 'human resources' implying at best that humans are
ranked equally with other resources such as money, land, raw materials
and machines.
2. Behave in a manner that is reflective of a lifestyle made in the image of
God.
Chapter 14: Developing Pricing Strategies and Programs
14.1 Define pricing.

14.2 Explore setting the price.
14.3 Explore price adapting.
14.4 Analyze the initiating and responding to price changes.
Content:
The key purpose of this chapter is to introduce:
- A changing pricing environment

- How companies price
- Customer psychology and pricing
- Steps in setting the price
- Geographical pricing (cash, countertrade, barter)
- Price discounts and allowances
- Promotional pricing
- Differentiated pricing
- Initiating price cuts
- Initiating price increases
- Responding to competitors’ price changes
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Concepts/Terms: Retailing, direct product profitability, private label brand, wholesaling,
internal logistics system, and inventory carrying costs.
Major activities:
 Case study
Mitchell, T., & Strauss, J. (2001). Practitioner and academic recommendations for
internet marketing and E-commerce curricula. Journal of Marketing
Education, 23(2), 91-012. Retrieved from http://search.proquest.com
/docview/204434466?accountid=37766
Case Study: Marketing Excellence (EBay, page 433) & (Southwest Airlines,
page 434).
Faith and Learning:
1. The scripture clearly tells us in Ephesians 6:11, that we need to Put on the whole
armor of God, that we may be able to stand against the schemes of the devil.
Scripture also tells us in 2 Corinthians 3:17 that If anyone destroys God's temple,
God will destroy him. For God's temple is holy, and you are that temple.
2. Behave in a manner that is reflective of a lifestyle made in the image of God.
PART 6: DELIVERING VLUE
Chapter 15: Designing and Managing Integrated Marketing Channels

15.1 Identify marketing channels and value networks

15.2 Assess the role of marketing channels.
15.3 Channel-design decisions.
15.4 Channel-management decisions.
15.5 Channel integration and systems.
15.6 Explain conflict, cooperation, and competition.
15.7 Assess E-Commerce marketing practices.
15.8 Discuss M-Commerce marketing practices.
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Content:
This chapter examines personal communications (direct and interactive marketing, word-of-
mouth marketing, and personal selling:
- The importance of channels

- Hybrid channels and multichannel marketing
- Value networks
- Channels functions and flows
- Channel levels
- Service sector channels
- Analyzing customer needs and wants
- Establishing objectives and constraints
- Identifying major channel alternatives
- Evaluating major channel alternatives
- Selecting channel members
- Training and motivating channel members
- Evaluating channel members
- Modifying channel design and arrangements
- Channel modification decisions
- Global channel consideration
- Vertical marketing systems
- Horizontal marketing systems
- Integrating multichannel marketing systems
- Types of conflict and competition
- Causes of channel conflict
- Managing channel conflict
- Dilution and cannibalization
- Legal and ethical issues in channel relations
- Pure-Click companies
- Brick-and-click companies
Concepts/Terms: Marketing communication mix, informational appeal, transformational

appeal, and integrated marketing communication.
Major activities:
 Case study
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.
Sherman, W. R. (2010). Measuring and communicating the value created by an

organization. American Journal of Business Education, 3(5), 87-98.
Retrieved from http://search.proquest.com/docview/325137445
?accountid=37766
Case Study: Marketing Excellence (Amazon.com, page 465) & (Tesco, page
466).
Faith and Learning:
1. Scriptures tells us in Acts 20:35 that in all things I have shown you that by
working hard in this way we must help the weak and remember the words of the
Lord Jesus, how he himself said, ‘It is more blessed to give than to receive.’
Chapter 16: Managing Retailing, Wholesaling, and Logistics
16.1 Retailing
16.2 Private labels.
16.3 Wholesaling
16.4 Market logistics.
What do you intend for the students to know about the above-mentioned topics?
Content:
The key purpose of this chapter is to examine:
- Types of retailers
- The new retail environment
- Marketing decisions
- Channels
- Role of private labels
- Private- label success factors
- Trends in wholesaling
- Integrated logistics systems
- Market-logistics systems
- Market-logistics decisions
- Organizational lessons
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Concepts/Terms: Advertising, media selection, place advertising, point of purchase, sales
promotion, publicity, and public relations.
Major activities:
 Case study
.
Wang, Y., & Lo, H. (2003). Customer-focused performance and the dynamic
model for competence building and leveraging: A resource-based view.
The Journal of Management Development, 22(5), 483. Retrieved from
http://search.proquest.com/docview/216292431?accountid=37766
Case Study: Marketing Excellence (Zara, page 492) & (Best Buy, page 493).

2. Apply Christian Principles to designing and delivering oral and online
presentations. How does this relate to managing retailing?
PART 7: COMMUNICATING VALUE
Chapter 17: Designing and Managing Integrated Marketing Communications
17.1 Evaluate the role of marketing communication.

17.2 Develop effective communications.
17.3 Decide on the marketing communication mix.
17.4 Manage the integrated marketing communications process.
Content:
This chapter focuses on:
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- The changing marketing communication environment
- Marketing communications, brand equity, and sales
- The communications process model
- Identify the target audience
- Determine the communications objectives
- Design the communications
- Select the communications channels
- Establish the total marketing communications budget
- Characteristics of the marketing communications mix
- Factors in setting the marketing communications mix
- Measuring communication results
- Coordinating media
- Implementing IMC
Concepts/Terms: Microsites, paid search, pay-per-click, interstitials, and direct sales force.
Major activities:
 Case study
.
Teo, T. S. H., & Jek, S. T. (2002). Senior executives' perceptions of business-to-
consumer (B2C) online marketign strategies: The case of Singapore.
Internet Research, 12(3), 258. Retrieved from http://search.proquest.com
/docview/219853106?accountid=37766
Case Study: Marketing Excellence (Red Bull, page 520) & (Target, Page
521).
Faith and Learning:
1. Align the topics to present day, practical, ethical and moral issues.
These F & L outcomes are too general, try to relate them to the topic covered in the unit.
Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences, and Public Relations
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18.1 Develop and manage advertising program.

18.2 Decide on media and measuring effectiveness.
18.3 Explain what is sales promotion.
18.4 Events and experiences. ? What should the students be able to do with this information?
18.5 Public relations.?
Content:
This chapter focuses:
- Setting the objectives

- Deciding on the advertising budget
- Developing the advertising campaign
- Deciding on research, frequency, and impact
- Choosing among major media types
- Alternate advertising options
- Selecting specific media vehicles
- Deciding on media timing and allocation
- Evaluating advertising effectiveness
- Advertising versus promotion
- Major decisions
- Events objectives
- Major sponsorship decisions
- Creating experiences
- Marketing public relations
- Major decisions in marketing PR
Concepts/Terms: Global firm, communication adaptation, gray market, and marketing audit.
Major activities:
 Case study
Case Study: Marketing Excellence (Coca-Cola, page 553) & (Gillette, page 554).
Faith and Learning:
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Psalm 19:14 (ESV) “Let the words of my mouth and the meditation of my heart be acceptable in
your sight, O LORD, my rock and my redeemer.”
Chapter 19: Managing Personal Communications: direct and Interactive Marketing, Word of
Mouth, and Personal Selling
comes: By the end of Chapter 19, the students will be able to:
19.1 Define direct selling.

19.2 Demonstrate interactive marketing.
19.3 Explain word of mouth marketing
19.4 Design the sales force.
19.5 Manage the sales force.
19.6 Articulate the principles of Personal Selling.
Content:
- The benefits of direct marketing

- Direct mail
- Catalog marketing
- Telemarketing
- Other media for direct-response marketing
- Public and other ethical issues in direct marketing
- Advantages and disadvantages of interactive marketing
- Interactive marketing communication options
- Social media
- Buzz and viral marketing
- Opinion leaders
- Measuring the effectiveness of word of mouth
- Sales force objectives and strategy
- Sales force structure
- Sales force size
- Sales force compensation
- Recruiting and selecting representatives
- Training and supervising sales representatives
- Sales rep productivity
- Motivating and evaluating sale rep.
- Relationship marketing
Major activities:
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 Case study
Case Study: Marketing Excellence (Facebook, page 585) & (Oxford University,
page 586).
Faith and Learning:
Psalm 37:30 (ESV) “The mouth of the righteous utters wisdom, and his tongue speaks justice.”
PART 8: CREATING SUCCESSFUL LONG-TERM GROWTH
Chapter 20: Introducing New Market Offerings
20.1 Identify new product options.

20.2 Assess challenges in new product development.
20.3 Explain organizational arrangements.
20.4 Manage the development process.
Content:
- Make or buy
- Types of new products
- The innovation imperative
- New-product success
- New-product failure
- Budgeting for new-product development
- Organizing new-product development
- Generating ideas
Major activities:
 Case study
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Case Study: Marketing Excellence (Apple, page 613) & (Research in Motion,
page 614).
Faith and Learning:
2 Thessalonians 1:3: We ought always to give thanks to God for you, brethren, as is only fitting,
because your faith is greatly enlarged, and the love of each one of you toward one another grows
ever greater;
Chapter 21: Tapping? into Global Markets
21.1 Evaluate global competion .

21.2 Examine the factors involved in deciding whether to go abroad.
21.3 Explore the decision regarding which markets to enter.
21.4 Demonstrate how to enter the market.
21.5 Decide on the marketing program.
21.6 Explain the country-of-origin effect.
21.7 Analyze how to decide on the marketing organization.
Content:
- How many markets to enter

- Developed versus developing markets
- Indirect and direct export
- Licensing
- Joint ventures
- Direct investment
- Global similarities and differences
- Marketing adaptation
- Building country image
- Consumer perceptions on country of origin
- Export departments
- International division
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- Global organization
Major activities:
 Case study
Case Study: Marketing Excellence (Nokia, page 640) & (L’Oreal, page 641).
Faith and Learning:
Mark 4:19-20
But the worries of the world, and the deceitfulness of riches, and the desires for other things
enter in and choke the word, and it becomes unfruitful. "And those are the ones on whom seed
was sown on the good soil; and they hear the word and accept it and bear fruit, thirty, sixty, and a
hundredfold."
Chapter 22: Managing a Holistic Marketing Organization for the Long Run
22.1 Identify trends in marketing practices.

22.2 Define internal marketing.
22.3 Discuss socially responsible marketing.
22.4 Assess marketing implementation and control.
22.5 Explore the future of marketing.
Content:
- Organizing the marketing department

- Company departments that are truly customer driven
- Relationship with other departments
- Building a creative marketing organization
- Corporate social responsibility
- Socially responsible business model
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- Cause-related marketing
- Social marketing
Major activities:
 Case study
Case Study: Marketing Excellence (Starbucks, page 670) & (Virgin group, page
672).
Faith and Learning:
Colossians 1:10
so that you will walk in a manner worthy of the Lord, to please Him in all respects, bearing fruit
in every good work and increasing in the knowledge of God;
Additional Important Dates
 Spring Week of Prayer: February 1-9, 2019

 Class end: April 24, 2019
 Final Examinations: April 26 – May 9, 2019
COURSE SCHEDULE
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Week Dates Topic-Focus: Recommended *Class Due date
Lecture/ Practice Reading *Practice
1 Review of course Chapter 1 and General
outline & Chapter chapters cases Welcome and
1 Course
Introduction
2 Chapters 2& 3 Chapter 2 & 3 and Discussions,
chapters cases case studies.
3 Chapters 4 & 5 Chapter 4 & 5 and Discussions

chapters cases
4 Chapter 5
5 Chapters 6 & 7 Chapter 6 & 7 and

chapters cases
5 Chapters 8 & 9 Chapter 8 & 9 and
chapters cases
6 Chapters 10 & 11 Chapter 10 & 11
and chapters cases
and chapters cases
and chapters cases
and chapters cases
10 Sectional 2 Sectional 2
and chapters cases
and chapters cases
13 Chapter 22 Chapter 22 and
chapters cases
14 Submission of the Submission of the Submission of
Marketing Plan Marketing Plan the Marketing
Plan
15 Presentation of Presentation of the Presentation of
the Marketing Marketing Plan the Marketing
Plan Plan
16
INSTRUCTIONAL PROCEDURES:
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1. Lectures
2. Group activities and discussions
3. Multimedia presentations
4. Assignments and projects
5. Think-pair-share
6. Either/Or Exercises
7. Power Point Presentations
8. Turn-to-your-neighbour
EVALUATION:
Grades will be objectively calculated in the following order:
Pre-Final Evaluation:
EVALUATION SCHEME (Grading Information/Course Work Weighting)
The final grade for the course will be determined by the following:
COURSE WORK & EXAMINATION WEIGHTING

Activities Marks/Percentage
Sectionals (3) 30%
Chapter Presentations 10%
Advertisement critique and review 15%
Case Analysis 15%
Class Participation 5%
Final Examination – (Group Project) 30 %
Total 100%
GRADING POLICY: The letter grade will be followed as outlined in the University Bulletin:
(please refer to bulletin, pg 35)
Percentage Scored Assigned

93-100 A
90-92 A-
87-89 B+
84-86 B
81-83 B-
78-80 C+
75-77 C
72-74 C-
69-71 D+
66-68 D 33 of 29
August 2018 63-65 D-
Below 63% F
COURSE REQUIREMENTS:
1. Attend ALL class sessions regularly, punctually and modestly dressed. Kindly refer to
your bulletin for the university’s attendance policy.
2. Class participation is to be taken seriously as a part of your final evaluation
3. The use of cell phones in class is strictly prohibited.
4. NO LATE ASSIGNMENTS (No assignment will be accepted late without prior
arrangement with the Instructor or/and a documented medical excuse.) At the lecturer’s
discretion acceptance of late assignments will incur a two point deduction per day
including weekend days. However, assignments exceeding one class session will NOT be
accepted.
5. ALL written assignments must be printed on a computer or electronic typewriter; APA
format should be used, fonts must be 12 point size; number your pages and use your spell
checker.
6. ALL WORK MUST BE REFERENCED (Plagiarism is an automatic zero for work
presented).
Guidelines for Article Analysis:
Read an article, approved by the Instructor, and then do an analysis of the Article. Your
Analysis should contain the following:
1. Reference information – who wrote the article, where and when was it published etc. (in
APA format).
2. A brief summary of the article
3. A Discussion of the strengths and weaknesses of the article – were the arguments
presented logical? Did the article add value to the existing literature on the topic? Was
the language too technical or was it clear? Did it address all or most of the issues relating
to the topic? Did the writer meet his/her objective? Etc.
4. Your reaction to the article – Was it a good article? What did you like about it? What
information did you find valuable? Would you recommend it as “a must-read” to other
students taking this course?
Instructions: The assignment should be typed, double-space, font size 12. The paper
should not be longer than 3 pages.
NB. YOU WILL BE PENALIZED FOR PLAGIARISM
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August 2018
Rubric for Assessing Research Report/Article Analysis:
The analysis of a relevant article will be done individually and will carry 5% of the overall grade
for the course. The assignment will be assessed as follows:
LEVEL 4 LEVEL 3 LEVEL 2 LEVEL 1
Identificat Identifies, and Identifies, and Identifies, and Identifies, and
ion of the understands three to four understands three to two understands two or one understands one
Main main issues from the of the main issues from of the issues from the or none of the
Issues/ article read. the article read. article read. issues from the
Problems article read.
Possible
Pts: 1
Analysis Insightful and thorough Thorough analysis of Superficial analysis of Incomplete
of the analysis of all the most of the some of the problems/ analysis of the
Issues problems/questions problems/questions questions in the case problems/questio
Possible ns
Pts: 2
Comments Well documented, Appropriate, well thought Superficial comments Superficial
on reasoned and out comments on about solutions to some comments and at
effective pedagogically appropriate solutions to most of the of the problems/ times
solutions comments on solutions to problems/questions questions inappropriate
(Solution all problems/questions solutions to some
in the case of the problems/
already or questions
proposed
by you)
Possible
Pts: 1
Links to Excellent research into Good research and Limited research and Incomplete
Course the problems/questions documented links links between the research and
Readings with clearly documented between the problems/ problems/questions and links between the
and links to the material read questions and the the material read in problems/questio
Additional in class and possibly material read class ns the material
Research additional material read in class
Possible
Pts: 1
Rubric for Assessing Written Work & Oral Presentations:
RUBRIC FOR ASSESSMENT OF WRITTEN WORK
Rating Poor Fair Good Very Good Student’s

Criteria and Score
weighting &Max
score
Conformity to Absent/Poor Fairly Proper layout; Outstanding
APA Relevant relevant layout; great
/15
Guidelines flow and
relevance
Organization Not Some Organized; events Very good /20
and flow of organized, organization, and material are organization,
information material and events fairly clear events and
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August 2018
events do organized; material are
not flow beginning logically
logically and end hazy ordered, very
clear beginning
and end
Quality & Poor Reasonable Very relevant Excellent
applicability of quality; quality; material; clear supporting
information material connections link and subject details; strong /40
hardly can be made and direct links
applicable to subject to subject
Grammar & Very Moderate Negligible errors Excellent
spelling frequent volume grammar and
grammar grammar and spelling
/15
and/or spelling
spelling errors
errors
Neatness and Illegible Fairly legible Overall legible Excellent
general writing, writing, few writing; well- writing; very
presentation frequent corrections; formed clean paper; neat
cross-outs; little soiling characters; papers and attractive
/10
defaced clean and neatly assembly,
pages assembled, outstanding
illustrations illustrations
provided provided
Total Score /100
RUBRIC FOR ASSESSMENT OF ORAL PRESENTATION

Student’s
CATEGORY Very Good Good Fair Poor Maximum
Score
Student is Student seems The student is Student does not
Preparedness completely mostly prepared somewhat prepared, seem at all 10
prepared. but might have but is struggling with prepared to present
needed to presentation.
practise more.
Stays on topic all Stays on topic Stays on topic some It was hard to tell 20
Stays on Topic (100%) of the most (99-90%) of (89%-75%) of the what the topic was.
time. the time. time.
36 of 29
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Shows a full Shows a good Shows a good Does not seem to
understanding of understanding of understanding of understand the 40
Content the country. Ten the country. parts of the country. country very well.
or more Eight questions Eight questions Less than eight
questionnaires answered. answered, but not questions
answered. completely. answered.
In addition to In addition to In addition to words, Poster is not
words, the student words, the the student uses complete, or lacks 20
Creativity uses many colours student uses some images and important
and images on some colours and words on poster. information
poster. Poster was images on poster. However, poster
well planned and Poster is well looks messy and not
legible. planned, but a well planned.
little messy.
Listens intently. Listens intently Sometimes does not Sometimes does
Listens to Other Does not make but has one appear to be listening not appear to be 10
Presentations distracting noises distracting noise but is not distracting. listening and has
or movements. or movement. distracting noises
and/or movements
MAIN TEXT:
Kotler, P. & Keller, K.L. (2013). Marketing management. (14th Global ed.). Harlow,
Essex: Pearson.
REFERENCES AND READING MATERIAL:
1. Best, R. J. (2004). Marketing-based management. (3rd ed.). Upper Saddle River, NJ: Prentice
Hall
2. Winer, R. S. (2000). Marketing management. Upper Saddle River, NJ: Prentice Hall.
3. Peter, J. P., & Donnelly, Jr. J. H. (2009). Marketing management. (9th ed.).
4. Mullins, J. W. & Walker, Jr. O. C. (2010). Marketing management. (7th ed.). New York.
NY: McGraw-Hill Irwin.
5. Kotler, P., & Cox, K. K. (1988). Marketing management and strategy: A reader. NJ: Prentice
Hall.
6. Keegan, W. J. (1989). Global marketing Management. Englewoods Cliffs, NJ: Prentice Hall.
7. Richardson, J. E. (1998). Marketing 98/99. Guilford: McGraw Hill.
37 of 29
August 2018
8. Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control.
Englewood, NJ: Prentice Hall.
9. Aaker, D. A. (1984). Strategic market management. New York, NY: John Wiley & Sons.
10. Bagozzi, R. P. (1998). Marketing management. Upper saddle river, NJ: Prentice Hall.
11. Hass, R. W. (1992). Business marketing management: An organizational approach. Boston,

MA: PWS-Kent.
12. Dalrymple, D. J. (1992). Cases in marketing management. New York, NY: Wiley.
13. Peter, J. P. (1998). A preface to marketing management. Plano, TX: Business Publications.
14. Greif, E. C. (1967). Basic problems in marketing. Belmont, CA: Wadsworth.
15. Davis, R. T., Boyd, H. W., & Webster, F. E. (1980). Marketing management casebook.
Homewood, AL: Irwin.
16. Dolan, R. J. (2002). Marketing management: Text and cases. Boston, MA: McGraw Hill.
PERIODICALS
Harvard Business Review

The Academy of Management Journal
Marketing Management
The Economist
Business sections of both daily newspapers- The Observer & The Gleaner.
Administration & Society
Administrative Science Quarterly
The Bureaucrat
Civil Service Journal
Compensation and Benefits Management
Employee Relations Law Journal
Governing
The Government Executive
Personnel Journal
Personnel Psychology
Public Administration Review (PAR)
Public Productivity Review
Review of Public Personnel Administration
38 of 29
August 2018
Other Sources:
 Financial Gleaner
 The Business Observer
 The Wall Street Journal
 Social and Economic Survey of Jamaica
 Jamaica Statistical Bulletin
 Investors Choice
Online Databases:
EBSCO Host, URL: search.ebscohost.com, User ID: ncu, Password: password

ERIC Database, URL:www.eric.ed.gov
NDLTD Database, URL: www.ndltd.org
HW Wilson Database, URL: hwwilsonweb.com, Username: ncu04, Password: voyager
Course Expectations:
 Regular and punctual attendance is expected

 On time delivery of assignments
 Modesty in dress and professional deportment
 Responsible citizenship, etc. (see bulletin for further details).
 Academic Integrity: It is imperative to practise and maintain academic integrity. Thus all
students must meet the University’s academic conduct standards. All acts of academic
misconduct, including cheating, plagiarism, and misrepresentation and facilitating
academic dishonesty will be referred to the Vice President of Academic Administration
for review and appropriate actions.
POLICY ON SERVER UNAVAILABILITY OR OTHER TECHNICAL DIFFICULTIES
The university is committed to providing a reliable online course system to all users. However,
in the event of unexpected server outage or any unusual technical difficulty which prevents
students from completing a time sensitive assessment activity, the instructor will provide an
appropriate accommodation based on the situation. Students should immediately report any
problems to the instructor and also contact the UNISS eLearning Help Desk:
http://uniss.ncu.edu.im/elearninghelp or 1-876-523-2064. The instructor and the UNISS
eLearning Help Desk will work with the student to resolve any issues at the earliest possible
time.
TECHNICAL REQUIREMENTS
In addition to a competent level of computer and Internet literacy, there are some minimum
technical requirement must be met to enable a successful learning experience. Please review the
important technical requirements and the web browser configuration information at
39 of 29
August 2018
http://aeorionde.ncu.edu.im to ensure that your personal computer meets the outlined
requirements.
This online course has integrated communication tools that may be used for to facilitate
interaction and communication. Other communication mediums such as email, instant messaging
and web conferencing tools may also be utilized throughout the course. For more details please
visit http://aeorionde.ncu.edu.lm/features.
Interaction with Instructor: The instructor will communicate with students primarily using the
Announcements Discussions tools. Students may send personal concerns or questions to the
instructor via email or using the course messaging module. The instructor will as much as
possible reply to student’s queries within two days.
LIBRARY SERVICES
Distance Learners will need an /Aeorion user account to access all of the library’s electronic
resources (reserves, journal articles, eBooks and search online databases) from off campus. For
NCU students living close to one of our extension campuses, a valid NCU ID card is required to
check out materials from the Library. For more information on library resources go to
http://www.ncu.edu.lm/Iibrarv/
ASSIGNMENT SUBMISSION
The eLearning system - Aeorion DL, accepts only Microsoft Office documents. Please use the
Assignments link on the course menu or see the icon on the designated page to upload
assignments. You may click on the link for each assignment and follow the on-screen
instructions to upload and submit your file(s). Bear in mind that you may only submit each
assignment once, after which you should receive an onscreen confirmation. Please refer to the
Help menu for more information on using this tool. Please note: each assignment link will be
deactivated after the assignment due time. Additionally, unless stated otherwise, assignments are
typically due at 11:59PM on the specified date. After your submission is graded, you may click
each assignment’s “Graded” tab to check the results and feedback.
For team project assignments, one group member will submit the assignment for the group and
all group members will be able to view the results and feedback once it’s been graded.
NCU EMAIL
Northern Caribbean University is aware of the efficiency, effectiveness and overall importance
of communication between students and faculty/staff through electronic mail. At the same time,
email raises some issue-s concerning security and the identity of each individual in an email
exchange. The university encourages all official student email correspondence be sent only to a
student’s NCU email address and that faculty or staff consider email from students official only
40 of 29
August 2018
if it originates from a NCU student account. This allows the university to maintain a high degree
of confidence in the identity of all individual corresponding and the security of the transmitted
information. NCU furnishes each student with a free email account that is to be used in all
communication with university personnel.
The University Information Systems Services Department at NCU also provides a method for
students to have their NCU email forwarded to other accounts.
ACADEMIC HONESTY AND INTEGRITY
All students are expected to maintain a high level of responsibility with respect to academic
honesty. Students engaged in cheating or academic dishonesty of any form will be subject to
disciplinary penalties which include the possibility of failure for the course and/or dismissal from
the University. Cheating, dishonesty, plagiarism, coping portions of another student’s work are
totally unaccepted and will be dealt with seriously. A minimum penalty will be a zero for the
course work submitted. Further action may be taken at the instructor’s discretion. In view of the
fact that such dishonesty harms the individual, all students and the integrity of the University,
policies on scholastic dishonesty will be strictly enforced.
41 of 29
August 2018

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NORTHERN CARIBBEAN UNIVERSITY

College of Business and Management

Department of Business Administration and Managment

TITLE Management Studies

MAJOR: All Majors

COURSE NAME: MARKETING MANAGEMENT

COURSE CODE: MKTG 488

NAME OF LECTURER: Minetta Edwards

EMAIL ADDRESS(ES): minetta.edwards@ncu.edu.jm

CONTACT: (876) 373-6716

PREREQUISITES: BSAD 301-Business Communication, ECON 272-Business and

COURSE LEARNING OUTCOMES

Upon completion of this course, students should be able to:

1. Distinguish and appraise critically the theoretical and practical rationales

FAITH AND LEARNING OUTCOMES

By the end of this course the students should be able to:

 Explain the sovereignty of God over all creation and knowledge.

NCU Values and Attitudes: Focus

1. Handling student issues in a fair and equitable manner

 Honouring deadlines in submission of assignments

 Fair grading for tasks submitted for evaluation

Access to Computer and Internet Resources: Completing these course requirements

Number of hours: 8 hours

UNIT 1: UNDERSTANDING MARKETING MANAGEMENT

Chapter 1: Defining Market for the 21st Century

Instructional Outcomes: By the end of Chapter 1, students will be able to:

Understanding Marketing in the 21st Century.

- The Importance of Marketing

Concepts/Terms: Marketing specialist, internal marketing, performance marketing, and

 Individual exercise on marketing.

Chapter 1, Kotler, P. & Keller, K.L. (2013). Marketing management.

Chapter 2: Developing Marketing Strategies and Plans.

Number of hours: 8 hours

Instructional Outcomes: By the end of Chapter 2, students will be able to:

2.1 Explain marketing and customer value.

Marketing strategies and plans includes:

- Value delivery process

Chapter 2, Kotler, P. & Keller, K.L. (2013). Marketing management.

PART 2: CAPTURING MARKETING INSIGHTS

Chapter 3: Collecting Information and Forecasting demand

Number of hours: 8 hours

Instructional Outcomes: By the end of Chapter 3, students will be able to:

3.1 Describe the components of modern marketing information system.

Collecting information and forecasting demand includes:

- Order-to payment cycle.

Concepts/Terms: Marketing information system, market demand, potential market, market

Chapter 3, Kotler, P. & Keller, K.L. (2013). Marketing management.

Faith & Learning Application: We are living in an environment that challenges us to

Chapter 4: Conducting Marketing Research

Number of hours: 8 hours

Instructional Outcomes: By the end of chapter 4, students will be able to:

4.1 Describe the marketing research system.

The chapter discusses the marketing research process and plans:

- Building Customer Value and Satisfaction

Readings: Chapter 4. Kotler, P. & Keller, K.L. (2013). Marketing management.

PART 3: CONNECTING WITH CUSTOMERS

Chapter 5: Creating Long-term Loyalty Relationships

Number of hours: 6 hours

Instructional Outcomes: By the end of chapter 5, students will be able to:

5.1 Build customer value, satisfaction, and loyalty.

This chapter explores:

- Customer perceived value

Concepts/Terms: Culture, social classes, family procreation, family of orientation,