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Bangladesh University of Business & Technology (BUBT)

This document provides a course outline for a Marketing Management course at Bangladesh University of Business & Technology. The course aims to introduce students to professional marketing concepts and practices. It will cover topics such as customer orientation, market analysis, buyer behavior, and developing integrated marketing strategies and plans. Students will be assessed through midterm and final exams, assignments, presentations, quizzes, class tests, and attendance. The goal is for students to learn how to apply marketing concepts and techniques to help acquaint them with the duties of a marketing manager.

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Rahat Khan
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60 views5 pages

Bangladesh University of Business & Technology (BUBT)

This document provides a course outline for a Marketing Management course at Bangladesh University of Business & Technology. The course aims to introduce students to professional marketing concepts and practices. It will cover topics such as customer orientation, market analysis, buyer behavior, and developing integrated marketing strategies and plans. Students will be assessed through midterm and final exams, assignments, presentations, quizzes, class tests, and attendance. The goal is for students to learn how to apply marketing concepts and techniques to help acquaint them with the duties of a marketing manager.

Uploaded by

Rahat Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Bangladesh University of Business & Technology (BUBT)

COURSE OUTLINE
Program: BBA
Course Code: MKT 302
Course Title: Marketing Management
Semester: Fall ,2020-21 Intake: 46
Section: 02

Course Teacher: Omar Faruck Ansari

Assistant Professor

Department of Marketing

Bangladesh University of Business & Technology (BUBT)

e-mail: [email protected], [email protected]

COURSE DESCRIPTIONS:
Marketing lies at the core of all business. Whatever the character or size of your entity, its profit
can come from only one place that is the marketplace. All businesses are dependent on the
income they earn from their customers, clients or buyers. In larger businesses it is marketing
managers who are primarily responsible for keeping their company close to its customers. In any
case, all those who have a direct responsibility for identifying, reaching and satisfying customers
are engaged in marketing and everybody in a business needs to understand its marketplace
activities. This course offers a complete introduction to professional marketing thought and
action. The course explains the nature and purpose of marketing, followed by the fundamentals
of each of the most important marketing tasks. It analyses the business need for customer
orientation, the evaluation of markets and the targeting of market opportunities. There is then
assessment of buyer behavior and the role of market information. In addition, the course explains
how to integrate product and service decisions with those on pricing, distribution and promotion
- and why this is necessary.

COURSE OBJECTIVES:
 To apply concepts and techniques in marketing so that they become acquainted with the
duties of a marketing manager.
 To develop, evaluate, and implement marketing management in a variety of business
environments.
 To acquire analytical skills in solving marketing related problems and challenges and be
familiar with the strategic marketing management process.

TEACHING/LEARING STRATEGY:
Lecture, Exercise, Case Study, Group Discussion

LEARNING OUTCOMES:
Upon successful completion of this paper, you should be able to:
1. Interpret complex marketing issues and problems using relevant theories, concepts and
methods with regard to ethical conduct.
2. Apply contemporary marketing theories to the demands of business and management
practice.
3. Find and generate information/data needed to inform problem solving in marketing using
appropriate methodology.
4. Analyze information/data critically and synthesize new knowledge and communicate that
knowledge via engaging written and oral formats.
5. Organize information and data to reveal patterns and themes, and manage teams and
evidence gathering and problem solving processes.

ASSESSMENT STRATEGY:
The assessment strategy of Department of Business Administration is based on the following:

Mid-Term Examination 30%


Marks Allocation: Assignment & Presentation 10%

Class Test 10%

Quiz Test 05%

Class Attendance 05%

Final Examination 40%

Total 100%

Grading Policy:
Students will be graded as per university grading policy.
Grade
Range Grade
Points
80% and Above A+ 4.00
75% to less than 80% A 3.75
70% to less than 75% A- 3.50
65% to less than 70% B+ 3.25
60% to less than 65% B 3.00
55% to less than 60% B- 2.75
50% to less than 55% C+ 2.50
45% to less than 50% C 2.25
40% to less than 45% D 2.00
Less than 40% F 0.00
Absent From Final Exam I Incomplete
R Retake

Attendance Calculation:
Attendance Marks
Above 70% 5
66% - 70% 4
61% - 65% 3
56% - 60% 2
50% - 55% 1
Less Than
50% Will not be allowed to sit for the final exam

Important Instructions:
 Students are required to bring textbook to every class
 Students cannot share anything during the exams.
 There will be no make-up exam / quiz in this course.
 BUBT rules will be applied regarding using unfair and unethical means (including
cheating, plagiarism) during exams / quizzes.
 Students have to submit assignments / term paper within due time.

TEXT BOOKS:
1. Marketing Management, A South Asian perspective by Philip Kotler, Kevin Lane Keller,
Abraham Koshy, and Mithileshwar Jha. 13th Edition.
2. Marketing Management, by Philip Kotler and Kevin Lane Keller, 15th Edition.
REFERENCE BOOKS:
1. The Dartnell Marketing Manager’s Handbook by Levy, Sidney J., George R. Frerichs, and
Howard L. Gordon
2. Strategic Marketing Management, Alexander Chernev. 9th Edition.

Month Week Lecture Topics Chapter Remarks


Importance of marketing, core
1 Defining
Dec.13- concepts of marketing
Marketing for
Dec.19, 1 Marketing and marketing
the 21 st
2020 2 management, what can be marketed?
Century
Types of needs, demands, markets,
Dec. 20- 3
Market orientations
Dec.26, 2
Value chain, corporate and division
2020 4
strategic planning Developing
Dec 27, 5 Business unit strategy planning Marketing
2020- Jan. 3 Contents of marketing plan Quiz 1 Strategies and
6
02, 2021 Plans
Jan. 03- Customer perceived value, Total
Jan. 09, 7 customer satisfaction,
2021
4 Customer lifetime Value (CLV),
8 Cultivating customer relationships
Creating
Customer
Jan 10- product and service quality, Value,
Jan16, 9 Satisfaction, and
Customer development process
2021 5 Loyalty
Customer Profitability, Customer
10
profitability Analysis Class Test 1
Motivation: Freud, Maslow,
11 Herzberg
Jan. 17-
Jan. 23, 6 What Influences Consumer Analyzing
2021 Behavior? Consumer
12
Cultural Factors ,Social Factors Markets
,Personal Factors
Perception, Learning, Memory , The
Jan.23-
13 Buying Decision Process: The Five-
Jan 29, 7
Stage Model
2021
14 Assignment
31 Jan –
08 Feb Mid-term Examination
2021
09 Feb-15 Market segmentation, targeting, and
Feb, 2021 15 positioning Identifying
Market
8 Effective segmentation criteria, Segments and
16 evaluating and selecting the market Targets
segments
16 Feb-22 Competitive forces, identifying
Feb, 2021 17 competitor
Dealing with
9
Competition
Analyzing competitors
18
23 Feb-01 Competitive strategies of Leaders
Mar, 2021 19 Competitive strategies of Followers
Creating Brand
10 Equity
Brand equity, the role of branding
20
Quiz 2
02 Mar- Understanding pricing, setting the Developing
21
08 Feb, 11 price Pricing
2021 22 Types of pricing, Pricing strategy Strategies and
09 Mar – Deciding on the marketing Programs,
23 Designing and
15 Mar , communicational mix
2021 Developing effective Managing
12 communications Class Test Integrated
24 2 Marketing
Communication
s
16 Mar - 25 Assignment and presentation
13
23 Mar 20 26 Assignment and presentation
Semester Final Examination
(27 Mar – 05 Apr
2021)
Result Published: 12 Apr 2021

Signature of Course Teacher

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