3.

Course Objectives & Learning Outcomes (CLOs)

Upon completion of this course, and its assignments the Learning
Master of Business Administration 2025-26
Partners will be able to:
MBA 504 Marketing Management
LO1 - Recognize the fundamental concepts of marketing
management
Duration: 8th January – 15th March
2025 2025
LO2 - Reflect on the implications to business of the
Day & Time: Group A – Wednesday 17:45 - 20:45 concepts and their utilization in marketing
Group B – Saturday 14:00 – 17:00 management practices
Group C – Saturday 08:30 – 11.30
Resource Person: Dr. Asanga Ranasinghe LO3 - Reach diverse organizations, industries and
([email protected]) situations with confidence in developing strategic
Programme Dr. Asanga Ranasinghe marketing plans to create value to customers and
Coordinator: ([email protected]) capture value to stakeholders

LO4 - Realize the particular approaches and techniques of

1. Course Description sensing, sizing and seizing market opportunities in
marketing management
Marketing Management is a discipline that is an integral as well
as the focal point of management in an organization to create
LO5 - Reinforce the way how one professionally plays the
value externally and capture value internally, be it publicly owned
or privately held. Marketing is both a state of mind and a managerial roles in utilizing marketing management
worldview of the individual and the organization, as a whole. It is skills in one’s workplace.
also a collection of well- honed functions that help attract, retain
and grow customers profitably. Marketing as a business
philosophy shapes and directs organizational processes, while
marketing functions help sense, design and deliver value
4. Development

5. Sustainability
3. Partnerships

6. Governance
Course code

strategically to customers while meeting the expectations of

8. Digitization
1. Teaching &

2. Research

other stakeholders of an organization.

7. Quality
Learning

2. MBA Programme Learning Goals (PLGs)

This module is in direct relevance to the learning objectives of

the MBA. As it is stated, MBA graduates of PIM will be able to: LO1 – LO3 LO5 LO4 LO5 LO3 LO4

A Recognise the key knowledge, skills, and attitudes at local

and global level and demonstrate critical awareness of 4. Course Delivery and Methodology
current issues in management.
B Reflect, problem-identification with critical and logical The delivery of this course is through modern and most up to
thinking and in-depth analysis using appropriate date “interactive lectures”. The resource person will discuss the
management techniques to solve business related key concepts, share latest real-world examples, and
problems with sound judgments. application of concepts by utilizing case study analysis through
group discussion.
C Reach relevant public and private organisations locally and
globally, through networking, and communicate decisions
Group and individual assignments will be aiming to assess
clearly to relevant specialist and non-specialist groups.
marketing thinking and the approach to creating value in modern
D Realise the importance of economic and ecological organisations.
concerns and the humane aspects of business activities
and demonstrate self-direction and originality as a thought Case studies, videos, real life examples, course material as
leader. well as group presentations and discussions will be used to
E Reinforce professionalism, integrity, and ethics in being impart knowledge in every session throughout this cutting-edge
conscious about values when decisions are made at all marketing course.
levels.

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Postgraduate Institute of Management

5. Course Content
Prescribed Textbook
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
Ranasinghe, A. N., & Bamunusinghe, R. (2024). Profiling the Sri Lankan Consumer
Study Schedule
Session Topic Learning Outcome Key Activity Mandatory
Reading(s)

Lecture Defining Marketing in the New To understand Interactive lecture Chapter 1 of Kotler/
1 Realities - what marketing is & challenges in the Marketing Keller
world of today Spotlight - Nike
- what can be marketed
- the competing marketing
Lecture Marketing Planning & To understand Interactive lecture Chapter 2 of Kotler/
2 Management. - how marketing affect customer value Marketing Keller & Marketing
- how strategic planning is carried out Spotlight – Marketing Myopia case
at corporate, divisional and business Myopia HBR Case
unit level
Lecture Consumer Buying Behaviour To understand factors & psychological Interactive lecture Chapter 3 of
3 & The Sri Lankan Consumer processes that influence consumer Marketing Kotler/ Keller & PIM
behaviour & the buying process. To Spotlight – Profiling the Publication –
understand the Sri Lankan Consumer Sri Lankan Consumer Profiling the Sri
Lankan Consumer
profiles. Group Presentations

Lecture Conducting Market Research To define the scope of marketing Interactive lecture Chapter 5 of Kotler/
4 research and explain the marketing Marketing Keller
research process, how to gather and
analyze market data, and how to develop Spotlight - Tesco
a research plan.
To explain how to measure and forecast
market demand.
Lecture Identifying Market Segments To understand Interactive lecture Chapters 6 & 7 of
5 & Target Customers & - the activities of target marketing Marketing Kotler/ Keller
Crafting the Brand Positioning - bases for segmentation Spotlight – Unilever:
Learn what brand positioning is and its Axe & Dove
competitive advantages Group Presentations

Lecture Designing & Managing To understand how to build a sound Interactive lecture Chapter 9 of Kotler
6 Services service brand Key points to ponder to Marketing Spotlight – & Keller
accelerate the consumer satisfaction & Transport in London
centricity. Group Presentations
- 7Ps of service

Lecture Building Strong Brands To understand the power of strong Interactive lecture Chapter 10 of
7 brands Marketing Kotler/ Keller
Learn how to build brand equity & Spotlight – Gucci
Learning branding strategies Group Presentations

Lecture Managing Marketing To understand the key principles in Interactive lecture Chapter 12 & 13 of
8 Communication & Designing managing an integrated marketing Marketing Kotler/ Keller
an IBC in the Digital Age campaign and define key aspects of an Spotlight – Honda
effective advertising campaign as well as Group Presentations
managing social media and
mobile communications.
Lecture To have an understanding on as to how Interactive lecture Chapters 15 & 16 of
9 Channels & Distribution distribution has a direct correlation on Marketing Kotler/ Keller
Strategies consumer purchases and impact on Excellence of Amazon
communication in brand building. Group Presentations
Lecture Revision & applying in real world To clarify applications and discuss real Discussion and All notes
10 situations world cases of good marketing as well as Group
marketing mistakes presentations

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Postgraduate Institute of Management

6. Scheme of Evaluation

Assessment Item Details of the Assignment Specific Due Date Weightage

Requirements (%)
Assignment 1- Multiple choice quiz based on the concepts of 30 MCQ questions to be After 7 10
Mid Term Quiz marketing learnt at lectures. attempted in one hour Lectures
online.
Assignment 2- Assume that you as a group of consultants assigned A PowerPoint presentation As per the 20
Group a task to develop a “Marketing Plan” for a Sri with not more than 15 slides schedule
Presentation Lankan brand for the next three years as a product or to be done in 20 minutes +
service. You are expected to make a presentation to 10 minutes for Q&A. As in
the Board of that company stimulating discussion.
the case of real world
Please use the Marketing Plan framework discussed
scenario, the consultants
in the class or in the standard textbook. The
Marketing Plan should aim to grow the brand should in formal attire when
consistently, competitively, profitably, and sustainably making the presentation to
in a 3-year period with a sound cost-benefit the Board of the company.
advantage.
Assignment 3- Read the PIM Publication “Profiling the Sri Lankan A creative piece of work March 7th, 2025 20
Individual Consumer” and having understood the concepts that can be a “story board”
assignment develop a “pen portrait’ for a one of the 4 personas of or a short “audio visual” etc
the Sri Lankan consumer identifying a relevant insight
(pain-point) for which a solution is provided by a brand is expected as opposed to
of your choice. a standard report.

Examination Assessment of the comprehension of key concepts In person closed book As per the 50
and their application in real –life situations/ business examination. examination
cases. calendar

7. Assessment of Key Learning Outcomes

Assessment of Key Learning Outcomes LO1 LO2 LO3 LO4 LO5

Group Presentation ☒ ☒ ☒ ☒ ☒
Individual Assignment 1 ☐ ☒ ☒ ☒ ☒
Individual Assignment 3 ☐ ☒ ☐ ☒ ☒
Final Exam ☒ ☒ ☐ ☒ ☐

Notes:

1. Rubric for Assessment/s

a) Individual/Group Assignments
b) Final Examination (Essay type questions)
2. Course Evaluation and Development
3. Quality Assurance
4. Academic Misconduct Refer MBA Handbook and Q Manual by logging into Prajna Portal for more details.
5. Plagiarism https://prajna.pim.sjp.ac.lk/
6. Mitigating Circumstances
7. Late Submission Policy
8. Other Information

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