COMSATS Institute of Information Technology

Abbottabad

Course Plan Semester Spring 2011
Marketing Management
Course Instructor: Ghias uddin Shah Class: BBA-5

Course Objectives and Outcomes: The Iocus oI module is to enable students to view marketing
in strategic terms, and devise and implement theoretical and practical marketing strategies .The
module is a survey oI important text books and conceptual and empirical papers, including case
studies on

1. Marketing`s contribution to the short and long term success oI the Iirm.
2. How Iirms can be more market-oriented, speciIically how they can analyse customers and
competitors. Creating competitive advantage. Analysis oI environment.
3. How to evaluate alternative marketing strategies.
4. How to plan marketing strategies over the product liIe cycle.
5. New product development and introduction stages.
6. Price, promotion and distribution strategies.

Course Outline and Contents:

Week 1
Marketing concepts, trends, processes and related issues. Building Customer relationships.


Week 2
The Marketing Environment.

Week 3
Managing Marketing inIormation and marketing research.

Week 4
Market segmentation, targeting and positioning. Marketing Research.

Week 5
Market segmentation, targeting and positioning.

Week 6
Strategy, Iour levels oI Organization, SWOT Analysis.

Week 7
Alternative business strategies. DiIIerentiation, cost, Iocus, positioning. DiversiIication and
growth strategies. Leaders, Iollowers, challengers and nichers and their strategies.

Week 8
Product and new product strategies. Product, services and branding strategies.

Week 9
New product development and product liIe cycle strategies.

Week 10
Pricing Strategies.


Week 11
Pricing Strategies.

Week 12
Promotional Mix and strategies.

Week 13
Case studies

Week 14
The promotional plan and strategies.

Week 15
The distribution plan and strategies. Integrated marketing and communication strategies. Channel
management, supply chain management and logistics.

Week 16
The distribution plan and strategies. Integrated marketing and communication strategies. Channel
management, supply chain management and logistics.

Week 17
inal Presentations




Text Book / Essential Reading:
Kotler, P. (2003) Marketing Management, 12th edition, Pearson education.

Additional Readings:
Kotler, P., Armstrong, G. (2006) Principles oI Marketing, 12th edition, London, Prentice Hall.

Wilson, R.M.S., Gilligan, C. (2001) Strategic Marketing Management: Planning, Implementation
and Control, 2nd edition, New Delhi, Butterworth-Heinem


ReIerence Books / Literature:

McCarthy, E.J., Perreault, W .D. (2002) Basic Marketing, 14th edition, Boston, McGraw Hill.

Palmer, A. (2004) Introduction to Marketing, OxIord, OxIord University Press.


Research papers and list oI some relevant papers will be disLrlbuLed laLer on aL Lhe end of each
sesslon