Marketing Management (MKT 601): Course Outline

Instructor: Mohammad Zahedul Alam (Program Coordinator)

Designation: Assistant Professor
Cell: 01715030184
Email: zaheddu2000@yahoo.com
TEXT BOOK: 1. Principles of Marketing, Philip Kotler, 14th Edition
TEXT BOOK: 2. Marketing Management, Philip Kotler, Latest Edition
Distribution of Marks for Evaluation:
Class attendance/participation and performance--5%
Class test/Quizzes/surprise tests/Open book tests--10%
Assignments/case study/presentation--5%
Individual Presentation--5%
Term paper and project work including presentation--5%
2 x Mid-Term Examination--20%
Comprehensive Semester Final Examination--50%
Course Policies:
1. Attendance: Attendance in class is mandatory otherwise specified.
2. Course Content: Instructor reserves the right to make necessary changes in the course content
depending on the progress of the class.
3. Class Makeup: In case of unavoidable circumstances should a course meeting, lecture or exam,
needs to be canceled; students will be offered a makeup class. All makeup class will be held as per
the rescheduling suggested by the course teacher.
4. Exam Makeup: There will be no makeup of any exam.
5. Academic Honesty: Any academic misconduct will be dealt according to the provisions of the
students' code of conduct.
6. Consultation Hour: Students are most welcome to visit course teacher either during the
consultation hour or by appointment.
COURSE DETAILS:
Lecture 1: Introduction/overview of the course.
Lecture 02. Defining the market in the 21st Century: the neew economy
Lecture 03. Company orientation toward the marketplace: How business and marketing are
changing
Lecture 04. Company responses and adjustments; Marketer responses and adjustments.
Lecture 05. Defining Customer value and satisfaction, tools for tracking and measuring customer
satisfaction.
Lecture 06. The nature of high performance businessed, value chain

Lecture 07. Customer relationship management: the key, customer profitability, company
profitability, and total quality management.
Lecture 08. Steps in the marketing planning process, contents of the marketing plan.
Lecture 09. Dealing with the competition; competitive forces
Lecture 10. Analyzing the competitors, designing the competitive intelligence system.
Lecture 11. Designing the competitive strategies, differential tools.
Lecture 12. Product lifecycles.
Lecture 13. Marketing strategies in product lifecycles.
Lecture 14. Developing the new market offering; Managing the development process.
Lecture 15. Designing the global market offerings.
Lecture 16. Deciding how to enter the market.
Lecture 17. Deciding on the marketing program.
Lecture 18. Setting the product and branding strategy,
Lecture 19. Brand decisions.
Lecture 20. Developing the price strategies and programs.
Lecture 21. Initiating and responding to price changes.
Lecture 22. Designing and managing value networks and marketing channels.