PRESTON UNIVERSITY

COURSE OUTLINE
FALL QUARTER 2015
ADVANCED MARKETING MANAGEMENT
EMBA/MBA (Evening) PROGRAM
Sr.
No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Chapter
No.
1
2
3
4
5
6
7
8
9
10
11

Final Exam
Q. No.

Chapter Heading

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans
Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Analyzing Business Markets
Identifying Market Segments and Targets
Dealing with Competition
Creating Brand Equity
Crafting the Brand Positioning

1
2
3
4
5
6
7
8
9
10
11

Recommended Text Book:

Marketing Management: 13th Edition
by Philip Kotler, Kevein Lane Keller, Abraham Koshy & Mithileshwar Jha
DISTRIBUTION OF MARKS
Internal Sessional Evaluation

External Eval.

Assignments/
Project

Quizzes

Class Parti.
Attendance

Mid-Term
Test

Total
Sessional

Terminal
Exam

Final
Evaluation

10

10

25

50

50

100

Final Examination Question Paper

Required: 7 Review Questions out of 11

http://lib.vcomsats.edu.pk/library/MGT411/COURSE
%20CONTENT/LECTURE%20SLIDE/