SYLLABUS

Course unit title MARKETING MANAGEMENT

Course unit code MKT 5101

Type of course unit Elective

Level of course unit

Year of study

Semester when the course 2022-2023 Spring

unit is delivered
Number of ECTS 6
credits allocated
Name of lecturer Dilara Rasulova, Ph.D. Candidate

Class information Time: Tuesday

Contact: dilara.rasulova@asoiu.edu.az
Learning outcomes of the Course Description
course unit This course helps develop the marketing knowledge and skills
necessary for the successful manager to address the intermediate
marketing issues surrounding the complex demand management
problem all organizations face. Students will understand marketing
concepts, including the development of a marketing strategy. The
course focuses on consumer and business-to-business marketing.
Learning Outcomes of the Course
After completing this course, students should be able to:
• Explain the significance of the role of marketing in an
organization as a function using holistic marketing. Explain the
importance of the marketing mix in the development of marketing
strategy and tactics.
• Examine marketing for the 21st century and the key issues surrounding
an organization's demand management problem
• Explain the importance of capturing marketing insights, how those
insights influence perception, preference and product development, and
how they ultimately affect the buying decision process

Mode of delivery
Prerequisites and co-
requisites
Recommended optional
programme
components
Recommended or
required reading
Planned learning activities
and teaching methods
Language of instruction
• Describe the marketing issues, theories and approaches associated with
customer salience, preference, loyalty, and retention
• Describe strategies to build, support, and promote a firm's branding
initiatives on a product and company level
• Recommend methods to create, deliver, and communicate value for
long-term growth by: examining and evaluating methods to create a
product strategy, pricing strategy, a channel strategy, a promotional
strategy and examining and determining if a global market strategy is
appropriate.
Face-to-face
ECON3101, BUS3201, ACCT5101
NA
1. Philip Kotler, Kevin Keller, Marketing Management 15th
Edition.
2. Philip Kotler, Armstrong G., Principles of Marketing 14
Edition, Pearson, Education Limited, 2012
Additional information will be distributed either electronically or
delivered in printed forms.
Classroom lecturing, assignment, discussion sessions, presentation.
English

Work placement NA
Course contents:
UNDERSTANDING MARKETING MANAGEMENT
Defining Marketing for the New Realities:
• Importance of marketing
• Scope of marketing
• Core marketing concepts
1. Chapter 1[1]
• Marketing management through the years
• Successful marketing management
• Simulation
class debate: Does marketing create or satisfy needs? (1, p 52)
reading: marketing excellence: Nike case (1, p 52)
DEVELOPING MARKETING STRATEGIES AND PLANS:
• Marketing and consumer value
2. Chapter 2[1]
• Corporate and division strategic planning
• Marketing plan
 • Simulation (Excel)
calculate real customer value
https://www.explosivemarketing.co.uk/customer-value/
CAPTURING MARKETING INSIGHTS
• Marketing information system
• Internal records Chapter 3[1]
3. • Marketing intelligence system
• Macro environment developments
• Forecast demand
• Simulation
MARKETING RESEARCH
• Define the problem, the decision alternatives, and the research,
• Develop the Research Plan,
4. Chapter 4[1]
• Measuring marketing productivity
• ROI of marketing expenditures
• Simulation
CONSUMER BUYING BEHAVIOUR IN DECISION
• Factors influencing Consumer buying decision, Organizational
Buying Behaviour, Factors influencing the buying process and the Chapter 5 [1]
5. buying centre
• Creating Long-term Loyalty Relationships:
• Database marketing
• Simulation
ANALYZING CONSUMER AND BUSINESS MARKETS
• Consumer characteristics influence on buying behavior
• Psychological processes influence on consumer responses Chapter
6. • Business market vs. consumer market 6 -7[1]
• Buying situations for organizational buyers
• Deliberate, rational decision process
• Simulation
TAPPING INTO GLOBAL MARKETS
• Factors before deciding to go abroad
• International markets to enter Chapter 8 [1]
7.
• Developing and developed market
• Adapt marketing program to foreign country
• Simulation
8. MIDTERM EXAM
BUILDING STRONG BRANDS
• Identifying Market Segments and Targets: Chapter
9.
• Crafting the Brand Positioning: 9 – 10 [1]
• Simulation
CREATING BRAND EQUITY:
Chapter
10. • Brand and branding
• Brand equity 11 – 12 [1]
 • Brand architecture decisions in a branding
• Strategy
• Simulation
ADDRESSING COMPETITION AND DRIVING GROWTH:
• Market share
• Market challengers
• Market followers
• Marketing strategies and the product life cycle
• Marketers strategies and tactics
• Simulation
CREATING VALUE
Setting Product Strategy:
• Characteristics of products
• Product design
• Co-brands
• Packaging, labeling, warranties, and guarantees as marketing
Chapter
tools
11. Designing and Managing Services: 13 – 14 [1]
• Services vs. goods See previous page…
• New services realities
• Services marketing
• Services quality
• Customer-support services
• Simulation
INTRODUCING NEW MARKET OFFERINGS:
• Developing new products and services
• New product development
• Consumer adoption of new products and services
• Simulation
Developing Pricing Strategies and Programs:
Chapter
12. 15 – 16 [1]
• Processing and evaluating prices
• Initial pricing
• Prices to meet circumstances and opportunities
• Price change
• Competitor’s price change reaction
• Simulation
DELIVERING VALUE
Chapter
• Designing and Managing Integrated Marketing Channels:
13. 17 – 18 [1]
• Managing Retailing Wholesaling, and Logistics:
• Simulation
COMMUNICATING VALUE
• Designing and Managing Integrated Marketing
14. Communications: Chapter
• Managing Mass Communications: Advertising, Sales 19 – 22 [1]
Promotions, Events and Experiences, and Public Relations
 • Managing Digital Communications: Online, Social Media, and
Mobile
• Managing Personal Communications: Direct and Database
Marketing and Personal Selling
• Simulation
CONDUCTING MARKETING RESPONSIBLY FOR LONG-TERM
SUCCESS
• Trends in marketing practices
15. • Keys to effective internal marketing
Chapter 23 [1]
• Social marketers
• Marketing skills
• Monitor and improve marketing skills
• Simulation
16. FINAL EXAM

Student workload

Duration Total
Activities Number Workload
(hour)
(hour)
Course duration in class 14 3 42
Preparation for Midterm Exam 1 25 25
Individual or Group Work 14 3 42
Midterm Exam 1 3 3
Paper/Project (including preparation
and presentation)
Homework 10 3 30
Preparation for the Final Exam 1 35 35
Final Exam 1 3 3
Total Workload 180
Total Workload/30(h) 6.6
ECTS Credit of the Course 6