East West University

Department of Business Administration

MBA Program
Semester Course Title Course Code Section
Summer, 2021 Marketing Management MKT 501, 2
EMBA_541

Instructor: Dr. Md. Abdul Momen Prerequisite: Marketing Management

Office: 525 Credits: 03
Phone: ext:363 Class Time: Tuesday (6.30)
e-Mail: [email protected] Class Room: 436
Web Link: Office Hours: Notice Board

Course Description: Marketing is a value-enhancing function that identifies opportunities,

develops markets, and builds brands. Consequently, good marketing enables companies to charge
price premiums, sustain competitive advantage and maintain long-run profitability. This course
provides an effective overview of marketing management from the strategy to the execution. In this
course, students develop a critical appreciation of the basic concepts and techniques of marketing
management and strategy with an emphasis on creating customer value and building customer
relationships. Moreover, it explores competitive strategic planning for marketing dynamics to
achieve the business objectives, including marketing ethics and social responsibilities.
Course Objectives: The basic goal of this course is to develop a disciplined process for addressing
marketing issues and problems in a variety of settings and to improve familiarity with current
challenges and issues in marketing. Other specific learning objectives are: to apply marketing
theory and concepts to what marketers do in "the real world", to develop an understanding and
appreciation for the complexities, problems and contributions of marketing, to present information
to integrate marketing with the field of interest, to expand marketing thought in both familiar and
unfamiliar areas, to investigate creative approaches to marketing problem solving etc
Text Book:
Marketing Management, Philip Kotler and Kevin L Keller; 15the, Pearson Education, Inc. 2011.
Recommended Reference Text:
 Principles of Marketing, Philip Kotler and Gary Armstrong, 16 edition, Pearson Education,
th

Inc. 2013.
 Marketing Management, Philip Kotler and Kevin L Keller; 13 Edition, Pearson Education,
th

Inc. 2003.
Learning Methodology: This course puts great emphasis on applying concepts from classroom
lectures and reading to solving problems. Here the mode of education is used called "analytical
learning" and it stresses understanding and problem solving rather than memorizing. In this mode,
the instructor’s responsibility is to provide experiences from which students can construct an
understanding of the subject area. It is student's responsibility to integrate the experiences into their
mind and to use the knowledge gained in different situations. The medium of instruction is in
English. (Source: EWU U.B. 2013-2014)

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Tentative Course Plan:
Chapters Topics
Marketing, The importance of marketing, The scope of marketing, Who markets, What is
Chapter 1
marketed, Company orientation toward the Marketplace, The production concept, The
Defining Marketing for the 21st
product concept, The selling concept The marketing concept, The holistic marketing
century
concept, Core marketing concepts, The new marketing realities, Marketing-Mix Strategy
The value delivery process, the value chain, core competencies, a holistic marketing
orientation, & customer value, Levels of a Marketing Plan, Strategic planning
Chapter 2
Implementation, Corporate and Division Strategic Planning, Business Unit Strategic
Developing Marketing Strategies
Planning, The business mission, SWOT analysis, Goal formulation, Strategic formulation,
and Plans
Program formulation, Implementation, Feedback & control, and The Nature and Contents of
Marketing Plan
Building Customer Value, Satisfaction, and Loyalty, Customer Perceived Value, Product
Chapter 5 and Service Quality, Total Quality Management, Customer Profitability, Maximizing
Creating customer Value, Customer Lifetime Value (CLV), Customer Equity, Cultivating Customer Relationships,
Satisfaction and Loyalty Customer Relationship Management (CRM), Customer Databases and Database Marketing
etc.
The Scope of Branding, Defining Brand Equity, Building Brand Equity, Criteria for
Chapter 9
Choosing Brand Elements, Developing Brand Elements, Devising a Branding Strategy
Creating Brand Equity
Brand Naming/Branding Decision, etc
Developing and Communicating a Positioning Strategy, Competitive Frame of Reference,
Value Disciplines Positioning, Points-of-Parity and Points-of-Difference, Establishing
Chapter 10
Category Membership, Choosing POPs and PODs, Creating POPs and PODs
Crafting the Brand Positioning
Differentiation Strategies, Product Differentiation, Personnel Differentiation, Channel
Differentiation, Image Differentiation, Product life cycle. etc.
Competitive Forces, Identifying Competitors, Industry Concept of Competition, Market
Concept of Competition, Analyzing Competitors, Strategies, Objectives, Strengths and
Chapter 11 Weaknesses, Selecting Competitors, Competitive Strategies for Market Leaders, Expanding
Competitive Dynamics the Total Market, Defending Market Share, Expanding Market Share, Market-Challenger
Strategies, Market-Follower Strategies etc.
Product Characteristics and Classifications, Channel Differentiation, Personnel
Chapter 12
Differentiation, Image Differentiation, Product and Brand Relationships, Packaging,
Setting Product Strategy
Labeling, Warranties, and Guarantees, etc.
Chapter 13 The Nature of Services, Service industries are everywhere, Categories of service mix,
Designing and Managing Marketing Strategies for Service Firms, Service Marketing Checklist, Managing Service
Services Quality, Managing Service Brands, Managing Product Support Services
Understanding Pricing, Setting the Price, Selecting the Pricing Objective, Determining
Demand, Estimating Costs, Three Myths about Pricing Strategy, Analyzing Competitors'
Chapter 14
Costs, Prices, and Offers, Selecting a Pricing Method, Selecting the Final Price Adapting
Developing Pricing Strategies
the Price, Geographical Pricing, Price Discounts and Allowances, Promotional Pricing,
and programs
Differentiated Pricing, Initiating and Responding to Price Changes, Initiating Price Cuts,
Initiating Price Increase, etc.
Marketing Channels and Value Networks, Channel Development, Value Networks, The
Chapter 15
Role of Marketing Channels, Channel Functions and Flows, Channel Levels, Opportunities
Designing and Managing
for Marketers and etc.
Integrated Marketing Channels
The Role of Marketing Communications, Marketing Communications and Brand Equity,
The Communications Process Models, Developing Effective Communications, Identify the
Chapter 17 Target Audience, Determine the Communications Objectives, Design the Communications,
Designing and Managing Select the Communications Channels, Establish the Total Marketing Communications
Integrated Marketing Budget, Deciding on the Communications Mix, Factors in Setting the Communications
Communications Mix, Measuring Communication Results, Managing the IMC Process, Coordinating Media
& Implementing.

Mid-Term I:
Exam Dates: Mid-Term II:
Final:

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Course Assessment: Course instructor determines how well each student has mastered the materials
presented. Semester final examinations along with two mid-term Type of Assessment Weight
examinations are common besides class attendance, participation, Class Tests 10%
quiz, assignments and presentation. The course information is given Class
05%
by the faculty member at the first class illustrates the assessment Performance/participation
Term Paper& Presentations 15%
strategy for the course. All in-course assessment results are posted
Mid-Term I 20%
on the notice board. (Source: EWU U.B. 2013-2014) Mid-Term II 20%
Final Examination 20%
Grading Policy: Student may earn five letter grades based on viva 10%
his/her performance in the course. The letter grades A, B, C, and D Total 100%
are considered passing grades. The grade F is the failing grade. The
exact cut off points for assigning letter grades are at the discretion
97-100 A+ 4.00 70 - below 73 C 2.00
of individual instructors. The same applies90to- the assignment
below 97 Aof ‘+’ or ‘-’ after
4.00 67 -abelow
letter70
grade. C-This is 1.70
meant
87 - below 90can beA-
to give more flexibility so that shades of performance ‘+’and 3.70 63 - below and
‘-’ distinguished 67 rewarded
D+ 1.30the
with
83 - below
value of 0.3 grade point by the grades. (Source: EWU87 B+
U.B. 2013-2014)3.30 60 - below 63 D 1.00
80 - below 83 B 3.00 below 60 F 0.00
77 - below 80 B- 2.70 Incomplete I 0.0
Attendance Requirement: For 73 - below 77 C+ 2.30 Repeat R 0.0
students to complete their studies
successfully, it will be necessary to
attend reasonable portion (not less than
80%) of the lectures, tutorials and
practical classes for the respective
course and to carry out the necessary reading, preparation and assignments set. (Source: EWU U.B. 2013-
2014)

Incomplete (I) Grade: The “Incomplete" (I) grade may be used in special circumstances. The "I" may be
given only at the end of a semester to a student who has completed all other requirements except appearing in
the final examination. The student has the sole responsibility to take the initiative in making up the
requirements for the “I” grade as specified by the instructor. If action is not taken within one week of the
commencement of the next semester, the "I" grade will automatically be converted to "F", otherwise the "I"
grade will revert to the tentative final grade (the final grade becomes an "F" if no tentative grade was
assigned). (Source: EWU U.B. 2013-2014)

Absence from Examinations: In the case where a student has been absent from the examination due to
medical or humanitarian reasons, the student must notify the respective faculty member within 48 hours of
the conduct of the examinations on his/her standings. The faculty member may decide to record the grade as
Incomplete (I) based on the support documents provided by the student along with the application for
incomplete and take a supplementary examination within the stipulated time frame given by the university.
In case the reason for the absence is found unacceptable, the respective faculty member would follow the
university guideline to assess the student's case and act accordingly.(Source: EWU U.B. 2013-2014)

Academic Integrity/Honesty: There is a policy of zero tolerance on cheating. Any form of cheating such as
copying any document or another person's work, seeking or providing help to other students during tests, or
adopting any other form of unfair means during exams, will constitute grounds for disciplinary action.
Instructors are expected to use reasonably practical means of preventing and detecting cheating. Any student
found to be cheating will be reported to the Dean of concerned faculty by the relevant faculty member for
disciplinary action. (Source: EWU U.B. 2013-2014)

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