Marketing Management

Course Code: BBA 313

Credit Hour: 3

Course Group: Core Courses

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Defining Marketing for the 21st Century: Importance of marketing, The scope of marketing, company orientations toward the marketplace, fundamental marketing concepts, Trends, & tasks.

Developing Marketing Strategies & Plans: Marketing & customer value, corporate & division Strategic plan, business unit strategic planning, product planning: the nature and contents of marketing.

Creating Customer Value, Satisfaction, & Loyalty: Maximizing customer life time value, cultivating customer relationship, customer databases and database marketing.

Identifying Markets Segments & Target: Level of market segmentation, segmenting consumer market, bases for segmenting business market, market targeting.

Creating Brand Equity: what is brand equity? Building Brand equity, managing brand equity, devising a Branding strategy.

Crafting the Brand Positioning: Developing and communicating a positioning strategy, differentiation strategies, product life cycle marketing strategies, market evolution.

Dealing with Competition: Competitive forces, analyzing competitors, commutative strategies for market leaders, other competitive strategies, balancing customer and competitor orientations.

Designing & Marketing Service: Nature of Services, Marketing strategies for service firms, Marketing Service quality, Managing Service Brands, & managing product support services.

Setting Product Strategy: Product characteristics and classifications, Differentiation, product and Brand relationship, Packaging, Labeling, warranties and guarantees.

Developing Pricing strategies and Programs: Understanding pricing, setting the price, adapting the price, initiating and responding to price changes.

Designing and Managing Value Networks and Channels: Marketing channels and value networks, the role of marketing channels, channels – design decisions, channel management decisions, channel integration and system, conflict, cooperation and competition, e commerce marketing practices.

Designing and managing Integrated Marketing Communication: The role of marketing communication, developing effective communications, deciding on the marketing communications mix, managing the integrated marketing communications.

Introducing New Market Offerings: Challenges in new- product development, organizational arrangements, managing the development process- ideas, managing the development process- concept to strategy, managing the development process: development, the consumer adaption process.

Managing a Holistic Marketing Organization: Trends in marketing practices, internal marketing, socially responsible marketing, Marketing implementation, Evaluation control, The future of Marketing.

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Text book:

Philp Kotler, Marketing Management, Prentice hall inc. latest edition

Reference book:

J. Paul peter and James H. Donnelly, Marketing Management: knowledge and skills, Business publications, inc., Texas.