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    Course Profile MKT 331

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    mst_momena_akhter
    This course profile provides information on the Marketing Management course offered at ASA University Bangladesh's Faculty of Business. The course aims to examine the fundamentals of marketing management and focuses on developing marketing plans and tools. Key objectives include making students familiar with marketing concepts and frameworks, discussing marketing plan development techniques, and helping students create effective product, price, place, and promotion programs. The course will be taught through lectures, discussions, presentations and case analyses to help students achieve learning outcomes related to marketing scope, planning, segmentation, competition, and programs.

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    Course Profile MKT 331

    Uploaded by

    mst_momena_akhter
    104 views6 pages
    This course profile provides information on the Marketing Management course offered at ASA University Bangladesh's Faculty of Business. The course aims to examine the fundamentals of marketing management and focuses on developing marketing plans and tools. Key objectives include making students familiar with marketing concepts and frameworks, discussing marketing plan development techniques, and helping students create effective product, price, place, and promotion programs. The course will be taught through lectures, discussions, presentations and case analyses to help students achieve learning outcomes related to marketing scope, planning, segmentation, competition, and programs.

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    Course profile marketing Management

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    Course profile MKT 331

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    This course profile provides information on the Marketing Management course offered at ASA University Bangladesh's Faculty of Business. The course aims to examine the fundamentals of marketing management and focuses on developing marketing plans and tools. Key objectives include making students familiar with marketing concepts and frameworks, discussing marketing plan development techniques, and helping students create effective product, price, place, and promotion programs. The course will be taught through lectures, discussions, presentations and case analyses to help students achieve learning outcomes related to marketing scope, planning, segmentation, competition, and programs.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    104 views6 pages

    Course Profile MKT 331

    Uploaded by

    mst_momena_akhter
    This course profile provides information on the Marketing Management course offered at ASA University Bangladesh's Faculty of Business. The course aims to examine the fundamentals of marketing management and focuses on developing marketing plans and tools. Key objectives include making students familiar with marketing concepts and frameworks, discussing marketing plan development techniques, and helping students create effective product, price, place, and promotion programs. The course will be taught through lectures, discussions, presentations and case analyses to help students achieve learning outcomes related to marketing scope, planning, segmentation, competition, and programs.

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    ASA University Bangladesh

    Faculty of Business

    Course Profile
    Course Name: Marketing Management

    Course code: MKT 331

    Course Teacher: Mst. Momena Akhter, Sr. Lecturer, Faculty of Business, ASAUB.

    E-mail address: momena@asaub.edu.bd

    Rationale:
    This is an advance course for undergraduate students who have prior knowledge on the
    principles of marketing. The objective of the course is to examine the nature and fundamentals of
    marketing management. The course focuses on the development of a marketing plan and the
    functional tools available to the marketing manager to implement the plan. It draws specific
    attention to the planning, organizing, directing, and controlling of the marketing functions.

    Course Objectives:
    The objectives of this course are to:

     Make the learners familiar with the discipline of marketing management and its basic
    concepts and framework.
     Discuss fundamental tools and technique of developing marketing plans.
     Provide the student knowledge about the general approach of identifying market
    segments, selecting target market, and positioning the brands in the minds of the target
    market.
     Help the learners in developing the marketing programs such as product, price, place, and
    promotion effectively.

    Course Learning Outcomes:


    After studying this course the students will be able to –

    1. Identify the scope of marketing and marketing management.


    2. Prepare corporate level, business unit level, and product level plans.
    3. Identify the market segments and targets, and develop positioning strategies.
    4. Identify the competitive position of the firms and develop competitive strategies
    5. Develop effective marketing programs including product, price, place and promotion.
    Teaching-learning Strategies
    Teaching strategies for this course include, but not limited to, lecture, group discussion,
    question-answer, presentation, interactive discussion, and practical case analysis.

    Assessment Strategies
    Assessment strategies include, but not limited to:

    Formative Assessment: Quiz, MCQ, yes/no, true/false, fill-in-the blanks, short answer,
    assignment; individual and group presentation; open book test, and viva voce.

    Summative Assessment: Short case analysis, application and analysis of various marketing
    theories to the business world, Development of Product Plan.
    Mapping of CLOs with 3 Domains of Learning

    Course Learning Outcomes (CLOs) Domains of Learning

    Cognitive Psychomotor Affective

    1.Remember

    4.Articulate
    2.Understand

    2.Manipulate

    5.Characteriz
    4.Organize
    5.Naturalize

    2.Respond
    5.Evaluate
    4.Analyze

    1.Receive
    1.Imitate

    3.Precise
    6.Create
    3.Apply

    3.Value
    er

    e
    1. Identify the scope of marketing and marketing management x x x x x x

    2. Prepare corporate level, business unit level, and product


    level plans. x x x x x x

    3. Identify the market segments and targets, and develop x x x x x x


    positioning strategies.
    4. Identify the competitive position of the firms and develop x x x
    competitive strategies x x
    6. Develop effective marketing programs including product,
    price, place and promotion. x x x x x x x
    Course Content:

    Defining Marketing for the new realities:


    The value of Marketing, the Scope of Marketing, Core Marketing Concepts, The New Marketing
    Realities, Company Orientation toward the Marketplace, Updating the Four Ps, Marketing
    Management Tasks.

    Developing Marketing Strategies and Plans:


    Marketing and Customer Value, Corporate and Division Strategic Planning, Business Unit
    Strategic Planning, Product Planning: The Nature and Contents of a Marketing Plan.

    Creating Long-term Loyalty Relationships:


    Building Customer Value, Satisfaction, and Loyalty, Maximizing Customer Lifetime Value,
    Cultivating Customer Relationships.

    Identifying Market Segments and Targets:


    Bases for Segmenting Consumer Markets, Bases for Segmenting Business Markets, Market
    Targeting.

    Crafting the Brand Positioning:


    Developing and Establishing a Brand Positioning, Choosing a Competitive Frame of Reference,
    Establishing Brand Positioning, Alternative Approaches to Positioning.

    Addressing Competition and Driving Growth:


    Growth, Competitive Strategies for Market Leaders, Other Competitive Strategies, Product Life
    Cycle Marketing Strategies, Marketing in an Economic Downturn.

    Setting Product & Service Strategy:


    Product Characteristics and Classifications, Differentiation, Design, Product and Brand
    Relationships, Product Mix and Managing Services, The Nature of Services, The New Services
    Realities, Achieving Excellence in Services Marketing Managing Service Quality Managing
    product-support services.

    Developing Pricing Strategies and Programs:


    Understanding Pricing, Setting the Price, Adapting the Price, Initiating and Responding to Price
    Changes.

    Designing and Managing Integrated Marketing Channels:


    Marketing Channels and Value Networks, The Role of Marketing Channels, Channel-Design
    Decisions, Channel-Management Decisions, Channel Integration and Systems, , E-Commerce
    Marketing Practices, M-Commerce Marketing Practices, Conflict, Cooperation, and
    Competition.
    Designing and Managing Integrated Marketing Communications:
    The Role of Marketing Communications, Developing Effective Communications, Deciding on
    the Marketing Communications Mix, Managing the Integrated Marketing Communications
    Process, Developing and Managing an Advertising Program, Deciding on Media and Measuring
    Effectiveness, Sales Promotion, Events and Experiences, Public Relations.

    Required and Recommended Readings


    Text Book: Marketing Management, Writer: Philip Kotler & Kevin Lane Keller, Latest Edition.
    Reference(s): Marketing, William J. Stanton, Michael J. Etzel, and Bruce J. Walker

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