Marketing Management
Course Title: Marketing Management
Course Code: MGT 134
Area of Study: Core
Credit Hour: 3
Course Objective: This course is designed to promote understanding of concepts, philosophies, processes and
techniques of managing marketing operation and to develop a feel of the market place
Course Contents:
UNIT I: INTRODUCTION: L.H.4
Marketing and Marketing Management;
Value and Satisfaction;
Management Orientation Concepts in Marketing;
Implementation of Marketing Management Orientation Concepts;
UNIT II: SITUATION ANALYSIS: L.H.8
Concept and Scope of Situational Analysis: Organizational/Internal and External Analysis;
Process of Internal Analysis;
Environment Analysis;
SWOT Analysis
Techniques of Identifying Marketing Opportunities – SBU Model, BCG Model, GE Model;
UNIT III: MARKET SEGMENTATION & TARGET MARKET PLANNING: L.H.10
Process of Market Segmentation;
Market Segmentation in Nepal
PURBANCHAL UNIVERSITY, Faculty of Management
Bachelor of Business Administration
2012
42
Identifying Market Segments and Selecting Target Market – Consumer Market vs. Business Market;
Developing Positioning Strategies;
Developing Marketing Plan and Program: Managerial framework and Marketing objectives and performance;
UNIT IV: MARKETING INFORMATION SYSTEM AND DEMAND FORECASTING: L.H.6
Marketing Information System;
Marketing Research System;
Role of Marketing Information in Marketing Decision Making;
Demand Forecasting-Current and Future Market Demand;
Trends in Marketing Information Technology in Nepal and Global Markets;
Marketing Information system in Nepal
UNIT V: COMPETITIVE ANALYSIS: L.H.6
Concept and Types of Competition;
Key Competitor Analysis;
Analyzing and Creating Competitive Advantage (Michael Porter’s Approach);
Strategic Response to Competition;
UNIT VI: IMPLEMENTATION OF MARKETING PROGRAM: L.H.10
Concept and Components of Marketing Program;
Product Development and Brand Positioning;
Repositioning the Product in the Market through Product Life-Cycle Analysis;
Selecting the Pricing Objective and Pricing Methods;
Selecting the Distribution Strategies;
Promotion and Integrated marketing Communication;
Developing and selecting the promotional Strategies;
PURBANCHAL UNIVERSITY, Faculty of Management
Bachelor of Business Administration
2012
43
UNIT VII: MARKETING EVALUATION AND CONTROL: L.H.4
Concept of Marketing Evaluation and Control;
Evaluation and Feedback System in Marketing Decision Making;
Requirements for Effective Evaluation of Marketing Program;
Concept of Marketing Control
(Note: At least one case study should be conducted after the completion of each unit)
References:
Aaker, David, Strategic market Management, John Wiley & Sons, Singapore
Cravens and Piercy, Strategic Marketing, Tata McGraw-Hill, New Delhi
Kotler, Keller, Koshy and Jha, Marketing Management: A South Asian Perspective, Pearson/Prentice Hall
of India.
Kotler and Armstrong, Principles of Marketing, Pearson/Prentice Hall of India
Stanton, Etzel and Walker, Fundamentals of Marketing, McGraw-Hill International Editions.