INSTITUTE of BUSINESS MANAGEMENT

College of Business Management Department

of Marketing
COURSE SPECIFICATION

Marketing Management MKT402

University: Institute of Business Management Faculty:

Course specifications

Program(s) on which the course is given: MBA

Major or minor elements of Programs: MBA
Department offering the Program: College of Business Management
Department offering the course: Marketing
Academic year/Level: Level 2
Date of upgraded specification approval: Dec,
2015

A. Basic Information

Title: Marketing Management Code: MKT 302/MKT 402

Credit hours: 3 Lectures: 1 Tutorial: 1 Practical: 1 Total: 3

B. Professional Information

1. Overall aims of course

This is an intermediate level marketing course at IoBM that incorporates a mix of lecture
and case study approaches, rounding it off with a term- project aimed at understanding the
practice of marketing management in the real business world. The course focuses on
formulating and implementing marketing management practices - a task undertaken in
most companies at the business unit level – within the overall business context. In an
academic sense, this course builds on the learning of Principles of Marketing (MKT
301/401) through an enhanced application of pedagogy specifically through the use of
case studies and more tutorial emphasis.

Through a semester-long project, students will be provided the opportunity to study the
application of the principles and concepts discussed, in the corporate environment.

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 age 1
2. Intended learning outcomes of course (ILOs)

a. Knowledge and understanding

1) Role of marketing in the changing business & market environment
2) Building customer centric culture in organizations
3) New rules of segmentation and positioning 4) New challenges in pricing &
distribution
5) The importance and application of innovation.

b. Intellectual skills
1) Opening one’s mind to global ideas and practices in Marketing 2) Anticipating,
accepting or influencing change in the marketplace 3) Challenging the status quo.

c. Professional and practical skills

1) Analyzing business case studies
2) Participating productively in group discussions

d. General and transferable skills

1) Writing summaries of articles & case studies 2) Working in teams.

Topic

1 MIT/ Sloan Review Article: A Plan to reinvent the Marketing We Need

This article explain how Marketing has changed in recent years with the advent of
technology and change in the external environment as well as internally within
organizations. There is a new set of ground rules to be followed in order to accomplish
successful marketing management. Companies too need to undergo continuous structural
and operational changes and adaptation to allow them at its optimum.

Learning Outcomes
1. Revisit marketing in the correct context taking into account dramatic changes in
the business environment over the last 20 years
2. Identify the reasons for change and implication on business organizations
3. Review essential ground rules that need t o be understood an adopted
4. Discuss the likely structure and operational changes that need to be implemented

Pedagogy
1. Input Sessions
2. Lecture with discussion
3. Review and evaluation ( student centered)

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2 Developing Marketing Strategies and Plans
The focus of this session will be on how organizations achieve value creation by firstly
acquiring sharper consumer insight and then making the organization core competencies to
deliver the value created. Discussion will also key in on the role of strategic planning and
later on by understanding how it can be put to good use.

Article on :what is strategy: was discussed to elaborate how business models are created
to achieve CA and objectives.

Learning Outcomes
1. Discovering the value concept from a customer’s perspective
2. Understanding the link between value and core competency and how they
occupy wither side of the value equation
3. Recognizing the significance of strategic planning focusing on both dimensions
of the concept ie time and impact on the business
4. Working with real life examples of how strategies and plans are developed,
implemented and monitored by large and small size companies.

Pedagogy
1) Input session
2) Lecture with discussion
3) Review and evaluation

Alternative Readings
1) HBR note on marketing strategy
2) Mc Donald’s strategy in India
What is strategy

4 Building Long Term Profitable Customer Value

In this session a debate format will be adopted to understand the variety of corporate
cultures that exist within companies and their impact on employees and customers. The
bulk of the subsequent discussion will focus on the need to transition from the traditional
organizational structure based on the inverted pyramid concept essential for the delivery of
long term value.

Learning Outcomes
1) Understanding corporate culture and the centrality of the customer within its
framework
2) Discovering the inverted pyramid concept and its implication o the decision
making process
3) Differentiation between customer perceived value ( CPV) with respect to a
company and its brands and Customer Lifetime value ( CLV)
4) Analyzing the significance of CLV from a long-term corporate perspective.

Pedagogy
1) Input Session
2) Lecture with interactive
3) Review and evaluation

Alternative Reading: Rosewood Hotel and Resorts: Branding to create Customer Lifetime
Value

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5 Customer Relationship Management –but How
&
6 CRM has become very popular with companies in recent years. But the question being
asked is who wants CRM tools to be implemented –the customer or business? Certainly
business has a greater stake in building long term relationship and would therefore like to
invest in CRM in the expectation that it would lead to customer retention. But then all
customer do not generate profit. –on some money could be lost. Hence the need to adapt
the approach from CRM (customer relationship management) to CPM ( Customer
profitability management) - and only retain those customers that turn a profit in the long
term.
Learning Outcomes
1) Exploring the options , tools and techniques of customer relationship
management
2) Comparing the benefits and disadvantages of customer value retention vs
customer value enhancement
3) Discussing the choice between customer profitability management (CPM) and
( CRM )

Pedagogy
1) Input Session
2) Lecture with interactive discussion
3) Review and evaluation
7 Analyzing Consumer and Business Markets

The dynamic of the consumer and business markets are similar in some respects and
different in others. In this session the objective will be to analyses the key buying behavior
of each of the two markets comparing and contrasting the form of an organizational
perspective so that more effective strategies could be developed.

Learning Outcomes
1) Analyzing the dynamics and key characteristics of consumer and business
2) Comparing the two sets of characteristics for similarities and differences
3) Identifying elements of strategy that apply to both sectors
4) Fine tuning strategy to optimize and achieve better results more economically

Pedagogy
1) Input Session
2) Lecture with interactive discussion
3) Review and evaluation
8 Creating and Capturing Customer Value

This session will be dedicated to understanding how value can be created and captured
using a social media network company called Cyworld as a living example. The case
highlights how business models impact value creation and what are the roles that
intangible and tangible value components play in the process and how the two can be
integrated to enhance customer value

Learning Outcomes

1) Discussing the dynamics of social media networking as part of the current

business environment.
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 2) Analyzing the value creation process involved along with its similarities with
how the more traditional businesses manage value creation
3) Identifying the roles played by both tangible and non-tangible factors in value
creation
4) Investigating how the two can be combined to enhance the value proposition for
the benefit of the customer and the organization.

Pedagogy
Input Session
Case Discussion
Review and Evaluation
9 Market Segmentation and Targeting
This session will focus on analyzing the evolution of market segmentation a major
component in business strategy development. The class will critically evaluate the various
bases of segmentation traditionally in use, relating them to business objectives they help
achieve. The discussion will be rounded off with a review of the expectation and response
pattern of the modern customers.

Learning Outcomes

1) Reviewing the different bases of market segmentation in use over the years.
2) Analyzing their effectiveness in the development and implementation of
marketing strategy
3) Identifying the reasons why the traditional bases need to be reviewed and
updated
4) Discussing how segmentation needs to be reconfigured taking into account
customers response to marketing stimuli.

Pedagogy
Input Session
Case Discussion
Review and Evaluation

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10 Segmentation Beyond Consumer Type – A Case study

In this session segmentation will be analyzed based on the case study of Sony Electronics
A global giant in the electronics business, the experiences of this company is terms of
profiling of customers and prospects in the Chinese markets will reveal the importance of
customer insight I market segmentation today. The case discussion will also show how
segmentation can be made more meaningful and productive.

Learning Outcomes
1) Reviewing the case of Sony Electronics in terms of challenges the company
faced in terms of entering a new market.
2) Discovering the importance of consumer insight in developing market
segmentation
3) Discussing the relevance of market research tools used to developing better
consumer insights by Sony.
4) Learning how profiling of customers and prospects can be made more
meaningful and productive.

Pedagogy
Input Session
Case Discussion
Review and Evaluation

Alternative Readings
1) HBR Note on Customer Segmentation
2) Rediscovering Customer Segmentation
3) Marketing Malpractice
st
1 Mid Term Exam
11 Developing and Implementing Product Strategy
This session will focus on how customer value hierarchy can be applied for developing an
implementing product strategy. The discussion will include an assessment of the
traditional basis of differentiation products and the difficulty in maintaining differentiation
based on technology alone. Alternative options such co-branding and ingredient branding
will be evaluated.

Gillet case study was discussed to reflect the strategic concept of product development
and applying market insights.

Learning Outcomes
1) Reviewing the concept of customer value hierarchy in the context of product
strategy
2) Understanding how differentiation a viable basis for strategy developing is at
risk in in a technologically advanced market environment.
3) Discussing measures that can be taken to make product differentiation more
durable
4) Evaluating alternatives such as ingredient branding and cobranding that hold
great promise.Pedagogy
Input Session
Case Discussion
Review and Evaluation

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12 Designing and Managing Services

In this session the spotlight will be on the service business in contrast to products
Discussion will relate to the unique challenges presented by services per se, than as well
the need to recognize how much products and services overlap in the market today.
Very few “value propositions” or “offerings” develop for customers falling into just one of
the two categories, while most are a combination.

Learning Outcomes

1) Identifying the unique challenges encountered in the designing and development

of services, as opposed to products, because of their largely intangible nature
2) Discussing the blurring of the distinction between products and services and their
growing interdependence in creating the “the right value proposition’ for
customers today.
3) Evaluating options for combining the two categories for optimum result.
4) Reviewing some examples of best practices in managing service quality.

Pedagogy
Input Session
Case Discussion
Review and Evaluation
13 Crafting Brand Positioning
14
This topic will be covered over two sessions in view of its importance for the survival and
sustenance of brands. The fact is that positioning is often confused with slogans and
taglines that at best are only reflections thereof. The classic idea of positioning put forth by
Alries and Jack trout in their seminal work needs to be placed in the right context.. Its
understanding and application in the current contexts merits attention in views of the
strategic role it plays for brand owners today. The debate often is positioning should be
based on points of parity of points of differentiation. A consensus need to be found.

United foam industry case was discussed to explain how a company’s brand is positioned
against competitors in a market place. The challenges and their remedies.

Learning Outcomes
1) Understanding positioning in its purest form in terms of how it makes a product
or stand out in an increasingly cluttered and segmented market place.
2) Discussing what the right basis of developing brand positioning really is in a
practical market situation
3) Discovering the meaning and scope of the concept and how it has evolved over
time.
4) Debating summarizing the process that needs to be followed in making
positioning more effective,

Pedagogy
Input Session
Case Discussion
Review and Evaluation

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15 Managing Positioning in a Changing World- A Case Study

This session will be dedicated to discussing a case study on the world’s largest retailer
WalMart. The fact that WalMart’s positioning mandates maintenance of lowest price in
the market puts additional pressure on the company given the current recessionary
condition where other retailers also cutting prices. Each time a major retailer cuts price,
Walmart also has to respond with further price cuts. A solution that WalMart is therefore
considering is to include a mid to high range of products in its stores in order to improve
its margins. Will the company risk the loss of its unique positioning if it does?

Learning Outcomes
1) Discussing WalMart’s historical /current positioning
2) Analyzing its impact on the companies amazing growth to the number one
position in the world.
3) Understanding the dilemma of the company maintaining its positioning and
exposing itself to greater risk
4) Evaluating the rationale and impact of the company entering into the higher
margin, higher price fashion area in order to secure its future.

Pedagogy
Input Session
Case Discussion
Review and Evaluation

Alternative Readings and Cases:

1) Metabilical Strategy: Positioning and Communication Strategy for a new
weight loss drug.
2) Rin Positioning
16 Brand Driven Innovation
17
In this session spread over two class hours a key focus will be on discussing the
relationship between branding and innovation that has served numerous start-up
companies particularly it recent times and changed their fortunes within a application
transcends across genres of products and services. The important thing is to understand
how and where it can be used to develop business objectives and how it can add value to a
brand in an abiding sense.

Learning Outcomes
1) Understanding the meaning of innovation in the branding context
2) Exploring its capacity to open up innumerable possibilities for a brand
3) Finding the link between branding and innovation from a customer perspective
4) Utilizing innovation as a veritable driver of growth
5) Adapting the brand promise in a positive manner to add value to it.

Pedagogy
Input Session
Case Discussion
Review and Evaluation
18 Adapting a Brand Promise? A Case Study

What happens when a globally distinguished brand such as Louis Vuitton finds itself in a
cultural cul-de-sac? This session will be used to discuss the dilemma of one such brand

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 that has to choose between adapting its brand promise and identity to satisfy the needs of a
lucrative market. The concern that arises that adapting the brand identity may to lead to
the dilution of the brand promise. Can the situation be saved?

Learning Outcome
1) Understanding the dilemma of a recognized brand in having to alter its
personality of or visual representation
2) Discussing the limits of ‘stretching’ a brand promise to adapt to a markets culture
idiosyncrasies.
3) Assessing the risk this may entail for the company and the brand
4) Identifying measures, if any, that can be taken to mitigate the evident risk
involved

Pedagogy
Input Session
Case Discussion
Review and Evaluation

Alternative Cases:
1) K and N: Health and Happiness for Pakistan
2) Procter and Gamble Pakistan: Ariel Brand launch: LUMS Case Study
19 Pricing Strategies and Programs.
and
20 This session will review pricing strategies in the context of the current business scenario.
This discussion will revolve around the changes that continue to take place in the market
necessitating review of the pricing strategies and their application, periodically.
Some of the old rules for pricing that were driven more by organizational needs rather than
market preferences, do not apply any more. Who sets the rules is also an open question
particularly in the growing world of ecommerce. Is there room for fixed pricing – If not
how flexible should pricing be?

Learning Outcomes
1) Discuss the changing marketing dynamics and the variety of pricing options now
becoming available.
2) Evaluate the risks and opportunities involved in adapting to the market or staying
with the old norms of pricing
3) Choosing between rigid and flexible pricing-what factors need to be considered

Pedagogy
Input Session
Case Discussion
Review and Evaluation
Alternative Readings
1) Pricing it Right
2) Coke a Colas new Vending Machines: Pricing for value or not?
3) HBR on Principles of Pricing
4) Pearl Continental Hotel Lahore: Pricing Policy
21 Channel Design and Management

This final session will concentrate on the essential role of channel design and management
in marketing management. A review will be undertaken of traditional marketing channels
and the role they play in fulfilling customer expectations. Challenges faced due to multi
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 party 4) Applyingreferred
involvement the simple
to asconcept of partners
strategic integration in a truly holistic
involvement as well manner to derive
as changes in the
maximum benefits to the organization.
retail environment will be taken into account This will be followed by an assessment of
how customer expectation are changing with respect to new technology driven channels
Pedagogy
that add convenience and effortless to the process and what should be done to channelize
1) trend.
this new Input Session
2) Case Discussion
3) Review and Evaluation
Learning Outcomes
Alternative Readings
1)1) Discussing the role of channel design and management in competing the
Brand Communication
marketing management function. and Promotion
2) Getting most out of Advertising
2) Understanding the intricacies and conflicts inherent in the system
3) Assessing the challenge or opportunity created by new technology driven
23 channels for part of the reconstituted value network
Presentations
4) Investigating prospects of upgrading the traditional channels with technology or
Studentsdeveloping alternative
will prepare channels
a short class presentation on power point and also submit a complete
case study in word format. A guideline for the case study will be provided after the 1st
midterm exam.
Pedagogy
1) Input Session
2) Case Discussion
3) Review and Evaluation

Alternative Readings
1) Strategic Channel Design: MIT Sloan
2) Bata: Strategic Choices
3) Changing Channels: The Impact of the Internet on Distribution Strategy
22 Integrated Marketing Communication

This session will focus on the growing complexity of the marketing promotional function
and the need to find a common platform both in terms of strategy and implementation. The
traditional marketing promotional mix is based on four key components- advertising,
sales, promotion, PR and Direct Marketing. However with the internet and mobile phones,
new and many ways more powerful means of marketing communications have emerged.
The highly complex marketing communication environment gives credence and value to
IMC that provides just the right platform and thinking necessary for ensuring greater
benefits for business at a lower cost.

Learning Outcomes

1) Assessing the current marketing promotional environment and understanding its

complexity
2) Taking stock of the benefits that the traditional marketing communication tools
still offer to business.
3) Evaluating the impact of new internet and mobile phone based options including
social media networks, websites, blogs emails and SMS
4. Teaching and learning methods

The teaching methodology will include lectures, professional academic illustrative videos,
class discussions, case studies, presentations and a term project. Case studies have been
selected to develop specific, actionable skills and are not intended to be vehicles for
endless discussions and opinions about overall business generalizations. Therefore they
will be very focused on some specific business issues or successes with a view to
developing analytical skills and learning based on the experiences of reputable brands and

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 brand-owners. The lectures are designed to reinforce and expand upon, not to substitute
for, what students learn from the assigned readings and study.
The course is highly interactive between the class and the instructor. Problem-solving
sessions will be designed to encourage students’ participation both individually and as
part of their teams.

Class organization and Project

Semester-Long Experiential Learning Marketing Project

The objective of this Term Project will be to expose students to the practice of marketing
management and to understand how businesses continuously adapt to a changing external
environment in order to grow and be successful in a structured and systematic manner.

• Students shall work in Groups of 5-6 students each.

• Every Group will be required to deliver a Term Project under the umbrella theme of
”Marketing Management in Practice”. The project will either focus on a particular
“marketing concept” that this course covers, such as o Value Creation – how does a
company create value for its customers?
o CRM – how has the company evolved the management of its customer
touchpoints?
o Product (Service) Strategy Development – use of research and feedback
mechanisms, testing or adapting ideas?
o Brand-driven Innovation – leveraging brand equity to grow and diversify the
business?
OR a particular sub-function within Marketing such as:
• Pricing – working with a portfolio of brands at different price-points to consolidate
market share or using Pricing to break into a bigger market segent or using Pricing to
build brand image?
• Channel Management – moving from traditional channels to digital or woking with a
blend of the two.
• The project shall be developed in the form of a case study (format to be provided).
• The first draft of the Term Project in Word format will have to be submitted online, at
least 1 day before the 2nd Mid-Term Exam (Response will be provided by the Instructor
within 7 days)
• The final draft of the case study will have to be submitted by all Groups during
Session 23. Presentations will be scheduled either in Session 23 or 24.

Usually, considerable company material is included, which tend to mask the real objective of the
project. Students will be encouraged to focus on the use of such information to enhance their
evaluation of the marketing practices listed above and making recommendations.

5. Student assessment methods

a) To be advised.

b) CASE PRESENTATION’S ORAL PRESENTATION RUBRIC

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Individual presentations will be graded based upon the following set of criteria:

Content (45%)
Included here is whether the student has substantially and fully examined all of the issues,
problems, and understands all aspects of the facts of the case. Does the student fully
understand the dynamics of the case and have they presented realistic alternatives, realistic
objectives, and sound implementation strategies.

Presentation Itself (30%)

Included here are the layout, content, and readability of the slides or other forms for
electronically presenting the material. Encompasses the applicable Excel® slides, a situation
analysis, problem definitions, alternatives, and recommendations. And takes into account the
professionalism of the presenters.

Completeness (25%)
Includes the correctness of answering questions from the instructor and/or audience members,
as well as preparation by the student member to all of the relevant facts, figures, assumptions,
recommendations, and strategies of the student.

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 Assessment … to access Assessment schedule: Weightage
Methods week:
1 Quizzes Knowledge and 3, 4, 5
understanding 5%
2 Assignments Knowledge and 9 5%
understanding
3 Case discussions Intellectual and analytical 4 to 13 10 %
skills
4 1st Mid Term test Knowledge and 6 15 %
understanding
5 2nd Mid Term test Professional skills 11 15 %
6 Research term Professional and practical 7 to 14 10 %
report skills
7 Final exam Professional skills 16 40 %
Total: 100 % Formative assessments:
• In class
support
behavior
• Punctuali
ty 
Attendanc
e.

6. List of references
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Course notes: Case studies and relevant academic handouts (this is the absolute
minimum responsibility of the Professor/Instructor)
Essential books (text books):

Marketing Management: Kotler Keller 13e/ 14e, 2010/2011

Recommended (Reference) books:

7. Facilities required for teaching and learning

• Classroom multimedia with full sound system
• Classroom overhead projector
• Panoramic whiteboard across front class wall
• Clock on back and front class wall

Head of Department Dean

Date: / / Date: / /
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