TECHNICAL UNIVERSITY OF MOMBASA

SCHOOL OF BUSINESS

BMK 4201: MARKETING MANAGEMENT

Pre-requisite –Principles of Marketing
BACHELOR OF BUSINESS ADMINISTRATION
BACHELOR OF COMMERCE
COURSE OUTLINE

INSTRUCTORS: Peter Kiarie pkiarie@tum.ac.ke, 0722 755 824

Course Purpose
The purpose of this course is to train students on functional areas of marketing management.
Course Objectives
a) To understand the critical role of Marketing Management in organization and society.
b) To analyze the marketing opportunities.
c) To demonstrate the methods of researching and selecting target markets.
d) To design marketing strategies and understand the segmentation methods.
e) To plan the marketing programs and facilitate implementation.
f) To organize, implement and control the marketing efforts.

Learning Outcomes
At the end of this course the students should be able to:-
a) Explain the role of marketing management in organization and society.
b) Analyze the marketing opportunities
c) Demonstrate the methods of researching and selecting target markets
d) Design marketing strategies for B2B, local and international markets
e) Plan marketing programs and facilitate implementation
f) Organize, implement and control the marketing efforts.

Course Description

Internet Marketing; Green Marketing; Customer Engagement; Customer Relationship Management; Internal
Marketing; Environmentalism; Consumerism; Social Marketing; Multi-Level Marketing (MLM); Evangelism
Marketing; Road Show Marketing; Globalization And Marketing; Corporate Social Responsibility;
Value Based Marketing; Rebranding; Diversity Marketing: Emerging Issues in International Marketing

Teaching Methods
Lectures, tutorial, presentations, case studies, role-plays and guest lecturers
Instructional Materials/Equipment
White-board markets, handouts, videos, LCD projector and computer
Course Evaluation

Continuous Assessment 30%

Final Examination 70%
Total 100%
Required Textbook
1. Kotler, P. Armstrong, G. (2010), Principles of Marketing, 13th Ed., Pearson. New York.
2. Kotler, P. (2009). Marketing Management, Analysis, Planning, Implementation and Control, 13 th Ed. Prentice Hall,
India
3. Perrault, W. D., Jr., Cannon, J. P., and Mc Carthy, E. J. (2008). Basic Marketing: A Marketing Strategy Planning
Approach, 16th Edi. Richard D. Boston: McGraw-Hill Irwin, Inc.
4. Joseph P. Guitihan & Gordon W. Paul; Marketing Management 2 nd Edition. McGraw Publishers.
Web References
Http://www.marketingteacher.com, Http://www.pdf-txt.com, http://www.tutor2u.net, http://www.learnmarketing.net

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 WORK PLAN
UNIT CODE: BMK 4406

UNIT NAME: Contemporary issues in Marketing LECTURER: Peter Kiarie pkiarie@tum.ac.ke, 0722 755 824
WEEK TOPIC KEY COVERAGE AREAS MODE OF DELIVERY

1. REGISTRATION & ORIENTATION

2. Introduction,  Definitions Lecture
 Nature and scope of Marketing Questions & answers
 The core concepts of marketing concepts
3. Internet Marketing Types of Internet Marketing; Business Models Associated Class discussion
With Internet Marketing; Approaches to Internet Collaboration
Marketing; Advantages of Internet Marketing; Limitations
of Internet Marketing; Internet Marketing Usage Trends;
Effects of Internet Marketing on Industries
 Assignment I
4. Green Marketing Introduction. Green Marketing's Challenges; Green
washing; The Green Marketing Mix; Eco Labels; Life
Cycle Assessment; Aspects of Green/Environmental
Marketing

5. Customer Engagement Online Customer Engagement; Common Online Lecturing, Class discussion
Engagement Marketing Tools; The Need For Customer
Engagement; Customer Engagement as A Social
Phenomenon; Customer Engagement as Consumer
Behaviour; Sub-Aspects of Behaviour Associated With
Engagement; Difference Between Traditional and
Customer Engagement Marketing; Specific Marketing
Practices associated with Engagement
6. Customer Relationship Benefits Of Customer Relationship Management; Class discussion
Management Challenges of Customer Relationship Management
Systems; Types/Variations Customer Relationship
Management Systems; Implementation Issues; Issues of
Adoption Of Customer Relationship Management Systems

7. Internal Marketing Key Concepts Of Internal Marketing Include; Features of Library research
an Internal Marketing-Oriented Business; Benefits of
Internal Marketing; Problems Affecting Successful
Implementation of Internal Marketing
CAT 1
8. Environmentalism Environmentalism as a Social Movement; Environmental Lecturing, Class discussion
Movement; Criticisms of Environmentalism

9. Consumerism Criticism of Consumerism; Counter Arguments Lecturing

Class discussion
10. Social Marketing Types of Social Marketing; Essential Components of Social Lecturing
Marketing Class discussion
CAT 2
11. Multi-Level Marketing Setup of Multi-Level Marketing, Criticism on Multi-Level Lecturing
(MLM) Marketing Class discussion

12. Evangelism Marketing; Road Kinds of Evangelism Marketing Discussion groups

Show Marketing
Globalization and Marketing
13. Corporate Social
Operation of Road Show Marketing; Usage of Road Show Class presentations
Trailers; The Potential Benefits
Basic Tools and Techniques of Marketing; Cohesiveness
and Consistency; Competencies in the New Market
Environment
CAT 3
Drivers of Corporate Social Responsibility. Relationship Library research

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 Responsibility between CSR and Financial Performance; To Corporate
Social Responsibility Argument In Favor of Corporate
Social Responsibility
14. Value Based Marketing Introduction. Five Steps to Creating Competitive Lecturing
Value .Value Based Marketing Class discussion

Rebranding Introduction .Corporate Rebranding .Potential Reasons for

Corporate Rebranding. Rebranding Due to a Need to
Differentiate From Competitors. Rebranding Due to a Need
to Shed a Negative Image. Rebranding due to Emergent
Situations.

15 &16 END OF SEMESTER EXAMINATIONS 2 Hour Sit-in Written

Examination

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