Course Syllabus

Marketing Management will give the student an understanding of various Marketing principles and concepts and their application in concrete business situations. It will create an appreciation of the value of Marketing in the competitive marketplace and provide students a framework for management decision making and strategy development. The focus of the course will be the traditional 4 Ps of Kotler, which provides the fundamentals needed to tackle modern marketing issues. Furthermore, it will also show how ethical and socially responsible marketing practices can help in promoting a good society.

Student Learning Outcomes:

Have an appreciation of the importance of being market-focused and customer-driven in a competitive business environment
Apply marketing theories, principles and concepts in real-world situations
Understand the implications of the different marketing organizational structures in the implementation of marketing programs
Develop and implement marketing plans involving product development, marketing and distribution strategy and advertising and promotions

Course Content:

SESSION	TOPIC	CASES/Reading
1	Understanding Marketing Management Defining Marketing 4 Ps of Marketing Structure of the Marketing Organization Functions of the Marketing Organization	Chapter 1 and 2 Case: McDonalds
2	Strategic Planning in Marketing SBU (Strategic Business Unit) SWOT Analysis Marketing Plan Goals and Strategies Competition Demand Forecasting	Chapter 3, 11 Case: White Castle
3	Understanding the Consumer Marketing Research Consumer Behavior Buying Decision Process	Chapter 4, 5, 6 Case: Pepcid
4	Product Strategies Positioning Development of product strategy using concepts of segmentation, positioning, and differentiation Product Development as strategy Product Mix Packaging	Chapter 8, 9, 10, 12 Case: Lego
5	Pricing Price Setting Promotional Pricing Price Cuts / Price Wars	Chapter 14 Case: Schwin
6	Marketing Channels and Sales Force Channel Functions Channel Management Channel Dynamics Sales Force Management Distribution	Chapter 15, 16 Case: Ruth’s Cris
7	Marketing Communications Managing the Communications Process Marketing Communications Mix Managing the Advertising Process Media Effectiveness Sales Promotions Direct Marketing	Chapter 17, 18 Case: Mountain Dew
8	Bringing It All Together in the Marketing Plan Strategy Development Elements of a Good Plan	Colgate Precision Toothbrush Release XM Satellite Radio
9	Mid Term Due Case Discussion	XM Satellite Ikea
10	Case Discussion	Panera Bread Harley Davidson
11	Group Presentation	Playstation Apple
12	Group Presentation	Gap Ebay
13	Group Presentation	Gallo Dasani
14	Final Exam

Textbook:

Marketing Management, 14th Edition - Kotler & Keller

Important Notes:

Academic dishonesty and plagiarism will result in a failing grade on the assignment. Using someone else's ideas or phrasing and representing those ideas or phrasing as your own, either on purpose or through carelessness, is a serious offense known as plagiarism. "Ideas or phrasing" includes written or spoken material, from whole papers and paragraphs to sentences, and, indeed, phrases but it also includes statistics, lab results, art work, etc.
Grading System:

Participation	35%
Group project: Presentation and Case Analysis	25%
Mid term	20%
Final examination – performance in the examination	20%