Marketing Management

Intended Learning Outcomes:

  • Marketing management is a business discipline. It focuses in real time market techniques and also to manage the organizational resources. Due to globalization and rising competition in the markets, tends the organizations towards the international markets. Marketing manager play an important role to design the future strategies especially at corporate level.
  • After studding this course the students will be able to understand the potential role of management in domestics and international markets and factors that effects on the potential markets. This course also provide analytical approach for students to evaluate market according to customers’ needs and teach in a particle ways to manage the organization recourses to full fill the market demands by analyzing the different aspects.

Recommended Text Book and article:

  1. Kotler, Marketing Management, 13th ed, Pearson, 2009.

2    Publication form business research council (for support)

Week Description Text Books
1 Introduction for Marketing Management

·         The Importance of marketing

·         Core Marketing concepts

·         The New marketing Realities

·         Company Orientation toward market place

·         Marketing Management task

 
2 Developing Marketing Strategies & Plans

·         Customer values and Marketing

·         Corporate & Division Strategies Planning

·         Business Unit Strategies Planning

·         Product Planning

 
3 Gathering Information & Scanning Environment

·         Component of a Modern Marketing IS

·         Internal Record & Marketing Intelligence

·         Analyzing the Microenvironment

·         The Demographic Environment

·         Other Major Microenvironment

·         Green Market

 

 

 

4  Conducting Marketing Research & Forecasting Demand

·         Marketing Research system

·         Marketing Research Process

·         Measuring Marketing Productivity

·         Forecasting & Demand Measurement

 
5 Creating Customer Value, Satisfaction & Loyalty

·         Building Customer Value, Satisfaction & Loyalty

·         Maximizing Customer lifetime Value

·         Customer Database & Marketing

 
6 Analyzing Consumer / Business markets & Behavior

·         What Influences Consumer behavior

·         Stages of the buying decision process

·         Consumer Decision Making

·          Participants in the Business Buying process

·         Purchasing-procurement process

·         Stages in Buying process

 
7 Market Segments & Target Market

·         Level & patterns of market segmentation

·         Segmenting Consumer & Business Market

·         Targeting

 
8 Mid – Term  
9 Dealing with the Competition

·         Identify & analyzing competitor

·         Competitive Strategies of Market Leaders

·         Other Competitive strategies

 
10 Creating Brand Equity / Crafting the Brand & Positioning

·         What is Brand Equity?

·         Building & Measuring Brand Equity

·         Managing Brand Equity

·         Devising a Brand Strategies

·         Customers Equity

·         Developing and Communicating a Positioning Strategies

·         Product Life cycle Marketing Strategies

 
 

 

11

Setting Product Strategies

·         Product Characteristics & Classification

·         Product & Brand Relationship

·         Packaging, Labeling, Warranties and Guarantees

 
 

12

Designing & Managing Services

·         The nature of services

·         Marketing strategies for services firms

·         Managing Services Brand

·         Product support services

 
14 Designing pricing strategies & Program

·         Setting the Price

·         Adapting the price

·         Initiating and responding to the price changes

 
15 Managing Retailing, Wholesaling & Market logistics

·         Retailing

·         Wholesaling

·         Market Logistics

 
16 Integrated Market Channels

  • Marketing Channels and Value Networks
  • The Role of Marketing Channels
  • Channels Design & Management Decision
  • Channels Integration & System
  • E-Commerce Marketing Practices
 
17  Designing & Managing Integrated Marketing

  • Role of Marketing Communication
  • Developing Effective Communication
  • Managing the Integrated Marketing Communication
 
18 Managing Mass Communication / Personal Communication

  • Developing & Managing an Advertising Program
  • Sales Promotion
  • Event & Experience
  • Public Relation
  • Direct Marketing
  • Interactive Marketing
  • Word of Mouth
  • Designing & Managing the Sales Force
  • Principles of marketing
 
18 Tapping in Global Markets

  • Competing on a Global Basis.
  • Deciding whether which Market to Enter & who?
  • Deciding on the Marketing Program
  •  Country of Origin Effects
  • Deciding on the Marketing Organization
 

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