Nepal Open University
Faculty of Management and Law
Curriculum for
Master of Business Administration
Course: Marketing Management Credit Hours: 3
Semester: First
Course Code : MGMKT 542
Course Objectives
Marketing Management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value. Marketing management seeks to meet organizational objectives by
effectively satisfying customers in a dynamic environment. This course provides an in-depth
understanding of the marketing management process including identifying marketing
opportunities, evaluating them and designing strategies to take advantage of the emerging
opportunities.
The specific objectives of the course are as follows:
• Provide students with an understanding of the development in marketing and
management of marketing functions including the design of marketing mix and
dynamism in marketing environment.
• Provide students with the skills for analyzing and managing marketing opportunities
in a dynamic environment.
• Provide skill for formulating a marketing plan for a Small and Medium Enterprise.
• Provide students with the conceptual base on marketing information system and
demand measurement.
• Provide students with the fundamental process of formulating Segmentation,
Targeting, and Positioning (STP) strategies.
• Provide a basic understanding of the strategies related to Product, Price, Place and
promotions.
• Develop students’ understanding on the practice of marketing in Nepal.
• Enhance problem solving and decision making abilities by practical application
oriented case studies analysis
• Expose the students to the latest trends and practice of marketing.
Learning Outcomes
After completing this course, students will be able to:
• Define marketing and marketing management and trace the development in the
marketing philosophies and operational strategies from 1950s to the current times;
• Analyze the micro and macro environment forces to identify emerging marketing
opportunities and formulate appropriate marketing strategies to take advantages in the
marketplace;
• Design market segmentation, targeting and positioning strategies for a product or
service;
• Discuss the various aspects of the design of the marketing mix and select appropriate
product, place, price and promotion strategies;
• Describe the dynamics of the practice of marketing in Nepal; and
1
Brief Course Contents
• Introduction to marketing and marketing management
• Customer value, satisfaction, relationship marketing, and customer loyalty
• Marketing information system and demand measurement
• Analyzing and managing marketing opportunities
• Market segmentation, targeting and positioning (STP) strategies
• Marketing planning and control
• Implementing marketing strategies
• Marketing practice in Nepal
Content Elaboration
Unit I: Introduction to Marketing and Marketing Management
• Meaning of Marketing
• Development of Marketing Concepts
• Holistic Marketing Approach
• Challenges of Marketing in the 21st Century
• Marketing Management: Concept, Tasks, and Process of Marketing Management
• Marketing Mix for Products and Services
Unit II: Customer Value, Satisfaction, Relationship Marketing and Customer Loyalty
• Customer Value: Concept and determinants
• Customer Satisfaction: Quality and Customer Satisfaction
• Delivery of customer value and satisfaction
• Value exploration, Value creation, and Value delivery
• Relationship Marketing: Concept and Importance, Relationship building process,
Winning back lost customers, Practice of relationship marketing
• Customer profitability and Customer life-time value
• Customer Loyalty: Concept and determinants
Unit III: Marketing Information System and Market Demand Measurement
• Marketing Information System: Concept and Importance
• MkIS Components
• Market Demand
• Company demand
• Estimating Current Demand
• Estimating Future Market Demand
Unit IV: Segmentation, Targeting and Positioning Strategies
• Segmentation Strategy: Requirements for market segmentation, Segmentation
variables for consumer and business markets,
• Market Targeting: Evaluation and selection of market Segments
• Product Positioning Strategy: Concept, Types and Process of Positioning
Unit V: Product and Branding Strategies
• Product and Branding Challenges in 21st Century
• Identifying the Reasons for Product Failure in the Market
• New Product Development & Analyzing New Product Adoption Trend
2
• Analyzing Product-life-cycle and Product-life-cycle Strategies
• Identifying the Sources of Brand Equity and Building Competitive Brand
• Identifying Marketing Entities for Brand Building
• Brand Extension and Sustainability
• Service Product and Strategies
Unit VI Pricing Strategies
• Strategic Role of Price and Analyzing the Pricing Situation
• Initiating Price Changes on the basis of Consumers' Responses, Competitors'
reactions and changes of cost of production;
• Pricing Strategies in Market-Driven Environment
• Selecting the Pricing Policies and Strategies
Unit VII Distribution Strategies
• Strategic Role of Distributors
• Channel Strategy
• Selecting and Managing the Distribution Channel
• Marketing Logistics Options
Unit VIII: Promotion Strategies
• Strategic Role of Promotion in Marketing
• Promotion Mix Strategies
• Selecting the Marketing Communication Mix
• Strategic Role of Integrated Marketing Communication
• Marketing Communication Strategy
Unit IX: Marketing Planning and Control
• Concept of marketing planning
• Importance of a marketing plan
• Strategic Marketing Planning
• Strategic Business Units
• The Marketing Planning Process
• Contents of a Marketing Plan
• Evaluation and Feedback in Marketing
• Marketing Control Systems
Unit X : Marketing in Nepal
• Marketing Environment in Nepal
• Characteristics of the Nepalese Market
• Marketing Information in Nepal
• Market Segmentation Practices in Nepal
• Marketing Mix Strategies in Nepal
3
Content Elaboration and Modus Operandi
Unit I Contents Learning Mode of Student Hours References
Objectives Outcomes Delivery Activities Requi
red
To introduce Unit I: Introduction • Explain the Video Watch 4 hrs. Kotler 3-30
marketing as a 1. Meaning of meaning of segments videos
highly dynamic Marketing marketing in Read texts Koirala 3-
and adaptive 2. Development of the context of Study Attend 25
discipline and Marketing Concepts dynamism in materials lectures
make students 3. Holistic Marketing human Solve
understand its Approach society; Cases review
challenges in the 4. Challenges of • Relate the questions
21st century. Marketing in the practice of Live Self-
21st Century marketing to classes evaluation
5. Marketing the various Complete
Management: business assignments
Concept, Tasks, and orientations; Perform
Process of • Describe the Case
Marketing challenges to analysis
Management marketing
6. Marketing Mix for firms in the
Products and 21st century;
Services • Explain the
meaning,
tasks, and
process of
marketing
management.
• Identify the
marketing
mix elements
for products
and services
To make students Unit II: Customer • Understand Video Watch 6 hrs. Kotler
appreciate Value, Satisfaction, the segments videos 131-144
marketing’s Relationship determinants Read texts
goals of creating Marketing of customer Study Attend Koirala
satisfied and and Customer Loyalty value and materials lectures 37-63
loyal customers 1. Customer Value: satisfaction; Solve
through better Concept and • Relate Cases review
value delivery determinants product questions
and relationship 2. Customer quality with Live Self-
marketing. Satisfaction: Quality customer classes evaluation
and Customer satisfaction; Complete
Satisfaction • Describe with assignments
3. Delivery of customer examples how Perform
value and satisfaction value is Case
4. Value exploration, explored, analysis
Value creation, and created and
Value delivery delivered to
5. Relationship customers;
Marketing: Concept • Understand
and Importance, the process,
Relationship building elements and
process, Winning back practice of
lost customers, relationship
4
Practice of marketing in
relationship marketing the modern
6. Customer profitability times; and
and Customer life- • Describe the
time value concept and
7. Customer Loyalty: determinants
Concept and of customer
determinants loyalty.
To introduce Unit III: • Understand Video Watch 5 hrs. Kotler 67-
students to the Marketing the concept, segments videos 110
importance of Information importance Read texts Koirala
the marketing System and and key Study Attend 217-231
information Market Demand components materials lectures
systems and Measurement of marketing Solve
develop skills (4) information Cases review
for estimating 1. Marketing Information system; questions
market demand. System: Concept and • Describe the Live Self-
Importance various types classes evaluation
2. MkIS Components of demand Complete
3. Market Demand measurements assignments
4. Company demand ; and Perform
5. Estimating Current • Learn the Case
Demand tools for analysis
6. Estimating Future estimating
Market Demand current and
future demand
To introduce Unit IV: • Understand the Video Watch 4 hrs. Kotler
students to the Segmentation, importance of segments videos 223-246;
STP practice as Targeting and market Read texts 287-294
the basic strategy Positioning Strategies segmentation; Study Attend
of marketing 1. Segmentation • Describe the materials lectures Koirala
Strategy: market Solve 165-186
Requirements for segmentation Cases review
market process; questions
segmentation, • Identify the Live Self-
Segmentation segmentation classes evaluation
variables for variables for Complete
consumer and consumer and assignments
business markets, business Perform
2. Market Targeting: markets; Case
Evaluation and • Describe the analysis
selection of market issues related
Segments to market
3. Product Positioning targeting; and
Strategy: Concept, • Describe the
Types and Process implementatio
of Positioning n of product
(brand)
positioning
strategy.
• Understand
the
importance
of market
segmentatio
n;
5
• Describe the
market
segmentation
process;
• Identify the
segmentation
variables for
consumer and
business
markets;
• Describe the
issues related
to market
targeting; and
• Describe the
implementatio
n of product
(brand)
positioning
strategy.
To introduce Unit V: Product and • Describe Watch 8 hrs Kotler
students to Branding Strategies product and videos 342-364
various facets of branding Read texts Koirala
product related 1. Product and Branding Challenges Attend 253-269
strategies and Challenges in 21st in 21st lectures
their challenges Century Century Solve
in the 21st 2. Identifying the • Identify the review
century Reasons for Product reasons for questions
Failure in the Market product Self-
3. New Product failures evaluation
Development & • Describe new Complete
Analyzing New product assignments
Product Adoption development Perform
Trend process and Case
4. Analyzing Product- adoption analysis
life-cycle and Product- trend
life-cycle Strategies
• Analyze
5. Identifying the
Product-life-
Sources of Brand
cycle
Equity and Building
strategies
Competitive Brand
6. Identifying Marketing • Identify the
Entities for Brand sources of
Building Brand Equity
7. Brand Extension and and issues of
Sustainability building
8. Service Product and competitive
Strategies Brands
• Describe
service
product and
strategies
6
To introduce Unit VI Pricing • Describe the Video Watch 4 hrs Kotler
students to the Strategies strategic role segments videos 399-428
key issues of of pricing Read texts Koirala
pricing in 1. Strategic Role of • Explain the Study Attend 270-281
marketing Price and Analyzing implications materials lectures
the Pricing Situation of price Solve
2. Initiating Price changes Cases review
Changes on the basis • Describe the questions
of Consumers' key Live Self-
Responses, strategies in classes evaluation
Competitors' a market Complete
reactions and changes driven assignments
of cost of production environment Perform
3. Pricing Strategies in • Select Case
Market-Driven pricing analysis
Environment policies and
4. Selecting the Pricing strategies
Policies and
Strategies
To introduce Unit VII Distribution • Describe the Video Watch 4 hrs Kotler
students to the Strategies strategic role segments videos 431-465
implementation 1. Strategic Role of of distributors Read texts Koirala
of promotion Distributors Identify key Study Attend 281-288
strategy 2. Channel Strategy channel materials lectures
3. Selecting and strategy Solve
Managing the options Cases review
questions
Distribution Channel • Selecting and
4. Marketing Logistics Live Self-
managing the
Options classes evaluation
distribution
channel Complete
assignments
• Describe
Perform
marketing
Case
logistics
analysis
options
To introduce Unit VIII: Promotion • Describe the Video Watch 4 hrs Kotler
students to the Strategies strategic role segments videos 342-364
issues of 1. Strategic Role of of promotion Read texts Koirala
communication Promotion in • Identify the Study Attend 289-299
strategy Marketing promotion materials lectures
2. Promotion Mix mix options Solve
Strategies Cases review
and
3. Selecting the questions
strategies
Live Self-
Marketing • Select the
Communication Mix classes evaluation
appropriate
4. Strategic Role of Complete
marketing
Integrated Marketing assignments
communicati
Communication Perform
on mix
Case
5. Marketing • Strategic
Communication analysis
Role of
Strategy Integrated
Marketing
Communicat
ion
• Marketing
Communicat
ion Strategy
7
To develop Unit IX: Marketing • Understand 4 hrs. Kotler 33-
students’ skill in Planning and Control the concept, Video Watch 60
preparing a 1. Concept of nature, and segments videos
marketing plan marketing planning relevance of Read texts Koirala
and adopt a 2. Importance of a marketing Study Attend 129-139
suitable control marketing plan planning; materials lectures
system 3. Strategic Marketing • Describe the Solve
Planning marketing Cases review
4. Strategic Business planning questions
Units process; Live Self-
5. The Marketing • Design classes evaluation
Planning Process marketing Complete
6. Contents of a plan at the assignments
Marketing Plan SME level; Perform
7. Evaluation and • Describe the Case
Feedback in Marketing components of analysis
8. Marketing Control marketing
evaluation and
control
To introduce Unit X: Marketing in • Understand Video Watch 6 hrs. Koirala
students with the Nepal the macro segments videos 306-334
uniqueness of the 1. Marketing environmental Read texts
Nepalese market Environment in Nepal forces Study Attend
and marketing 2. Mega-trends in operating in materials lectures
environment, and Nepal’s Macro Nepal’s Solve
the practice of Environment business Cases review
marketing 3. Characteristics environment questions
strategies in the of the Nepalese and its impact Live Self-
country Market on the design classes evaluation
4. Marketing of marketing Complete
Information in Nepal strategies; assignments
5. Market Segmentation • Trace the key Perform
Practices in Nepal mega-trends in Case
6. Marketing Mix Nepal’s analysis
Strategies in Nepal business
environment
and the
emerging
opportunities;
• Understand
the basic
characteristics
of the
Nepalese
market;
• Describe the
information
need and
information
supply
situation in
Nepal;
• Understand
the practices
of STP
strategies in
Nepal; and
• Describe the
key features of
8
the practice of
marketing mix
strategies in
Nepal.
References:
1. Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithleshwar Jha: Marketing
Management, Pearson Education
2. K.D.Koirala, Marketing Management, M.K. Publisher and Distributor
3. Reading Materials provided by the NOU
4. Webinar papers
Evaluation:
Internal evaluation: 40 %
External examination: 60 %
Questions components
1. Short Answer Questions 25%
2. Long Answer Questions with Critical Analysis 25%
3. Problem Solving 25%
4. Case Analysis, Exercises or Similar Questions 25%
