M ARKETING M ANAGEMENT
COURSE OBJECTIVES:
Understanding the process of marketing
management.
Identifying and know when to apply tools used
by marketing managers to analyze a firm’s
external and internal environment.
Understanding key decisions related to the four
P’s of marketing (product, price, place and
promotion).
Being able to prepare a basic marketing plan.
COURSE DESCRIPTION:
This course focuses on marketing and its role
within organizations.
It introduces the marketing concept, examines its
relationship to other functions in the firm.
It looks at techniques and frameworks used to
examine marketing environments, understand
consumer and organizational buying behavior,
segment markets and position products, develop
new products, manage existing products and
promote, price and place products.
C OURSE G RADING S YSTEM :
Attendance: 10%
Participation & Assignments: 20%
Marketing Plan Project: 25%
Mid-term Exam: 15%
Final exam: 30%
D EFINITION OF G RADES
Grade Points Range
A 4.0 90-100
A- 3.7 85-89
B+ 3.3 80-84
B 3.0 75-79
B- 2.7 70-74
C+ 2.3 65-69
C 2.0 60-64
E XTRA REGULATIONS
No make-up exams are allowed.
Assignments submitted after deadline will not be
considered.
Absence from class is upon a prior excuse from
the professor.
A delay exceeding 30 minutes to class will be
considered as a half absence.
S EMESTER -L ONG
M ARKETING P LAN P ROJECT
An effective way to help learn about marketing management is the
actual creation of a marketing plan for a product or service.
The class will be divided into groups (five students in average per group),
each group will decide on a consumer product or service they wish to
bring to market.
During the course of the semester, each of the elements of the
marketing plan, coordinating with the text chapter, will be reported for
review and feedback on suggested areas for improvement. This will
allow students to proceed smoothly and steadfastly to the next phase in
development.
Kotler book provides a professional marketing plan outline that can also
be used as a template. In addition to that, a guideline to enhance the
student’s understanding and facilitate the planning process will be
provided by the professor upon starting the planning process.
At the end of the semester, each group is to present their entire
marketing plan to the class.
DETAILED COURSE
OUTLINE:
Topic Activity
Group formation & Product approval
1 Chapter 1: Defining Marketing for the 21st Century 1st Reading: chapter 3 for group
presentation 2nd class
Group presentations
Chapter 3: Collecting Information and Forecasting Demand
2 2nd Reading: chapter 2 for group
Chapter 4: Conducting Marketing Research
presentation 3rd class
Chapter 2: Developing Marketing Strategies & Plans Group Presentations
3
Chapter 5: Creating Long-term Loyalty Relationships 1st assignment (Market research)
4 Chapter 8: Identifying Market Segments and Targets
5 Chapter 2: 2nd assignment (STP)
6 Mid Term Exam
7 Chapter 11: Competitive Dynamics
8 Chapter 12: Setting Product Strategy 3rd assignment (Product Strategy)
9 Chapter 14: Developing Pricing Strategies and Programs
Chapter 15: Designing and Managing Integrated Marketing
10 Final Project Presentations (1)
Channels
Chapter 17: Designing and managing Integrated Marketing
11 Final Project Presentations (2)
Communications
12 Final Exam
PLAGIARISM
Plagiarism means using another’s work without
giving credit. If you use others’ words, you must
put them in quotation marks and cite your
source. You must also give citations when using
others’ ideas, even if you have paraphrased
those ideas in your own words.
Why should you be concerned?
How to avoid it?
G UIDELINES FOR AVOIDING
PLAGIARISM :
Use your own words and ideas. If you must “borrow”
other people’s ideas, works or sources, make sure you
give credit for any copied, adapted or paraphrased
material. You must use quotation marks and cite the
source in case of using another’s exact words and in
case of adapting or paraphrasing, you must still cite
the source.
Avoid using others work with minor changes; such as
using “less” or “fewer” and/or reversing the order of
the sentence, changing terms in a computer code, or
altering a spreadsheet layout. The work is essentially
the same as your source, give credit.
There are no “freebies.”
1 ST A SSIGNMENT
T HE M ARKETING R ESEARCH
PROCESS
To be able to formulate a worthwhile marketing plan for
your product, a lot of the meaningful information will not
be at hand:
who is the target of your product
will they like it
for how much will they buy it
where do they prefer to find it
What are the media that they respond to and value as a
credible source
Take the marketing research assignment as a step to help
you out with the missing information.
A SSIGNMENT G RADING
Research problem definition 5 points
Research objectives, 5 points
Research data sources & approaches 5 points
A focus group guiding question list or a questionnaire
development 5 points
Sampling plan 5 points
Total Grade for all the group 25 points
Individual grade per individual 5%
G UIDE L INES
Read very well chapter 4 to be able to grab the whole
essence and value added of a market research
Discuss with your group and list all the necessary
information that’s missing for the moment about your
product.
Review all the six steps of the marketing research process
and start by writing down individually step 1 & 2 of the
above mentioned steps. Reconvene with your team
members to pick the best phrases that clearly and shortly
states these 2 steps.
G UIDE L INES
Exchange your opinions about step 3. Then work
individually again on the relevant research questions,
before concluding on the best questions that will achieve
the research objectives.
Discuss together as a group the proposed sampling plan
Give the task of writing down the report to the best who
can translate all the group thoughts and ideas to a well
Microsoft word written proposal.
Circulate for review among all the team, but let the
amends be done by the main document writer. N.B. this
role should be exchanged with every assignment; be keen
to take a turn to develop on your proposal writing skills.
B ONUS
Any further significant efforts from the group
members on information gathering, analysis,
findings presentation and decision making, will
be rewarded as bonus points to the whole group
doing that.
2 ND A SSIGNMENT
I DENTIFYING M ARKET S EGMENTS ,
TARGETING & POSITIONING
The focus of this assignment is the thorough
identification of market segments and targets, in
addition to crafting your brand positioning
statement.
Please read well through chapter 8 to be able to
carry out effective segmentation to the market of
your product or service and also choose the most
attractive target market(s).
By then you will be able to craft the positioning
statement specially after reviewing chapter 10.
A SSIGNMENT G RADING
Geographic & Demographic segmentation and reasoning
5 points
Psychographic segmentation and reasoning
5 points
Behavioral segmentation and reasoning 5 points
Chosen target market(s) and reasoning 5 points
Positioning statement to the chosen target market(s)
5 points
Total Grade for all the group 25 points
Individual grade per individual 5%
3 RD A SSIGNMENT
P RODUCT & P RICING
S TRATEGY
This is the 3rd and last assignment of our marketing
management course. As we are progressing towards the
end of the term, we should be ready with our marketing
strategies to use them effectively in our marketing plan
project and presentation.
By now you should have finished section 2 of your
marketing plan. Now you can start on section 3, especially
that you already studied the mission, objectives and
positioning. You have a wealth of useful information from
your 1st marketing research assignment. You already
decided about your target market from the second
assignment.
P RODUCT & P RICING
S TRATEGY
By the end of lecture 8 - you will be able to fill in most of
your plan except for your distribution and promotion
strategies.
The focus of your requested assignment this time is both
the Product and the Price strategies that you will assume
for your product or service.
Please read well through chapters 12 & 14 to be able to
set effective strategies.
A SSIGNMENT G RADING
A- P RODUCT S TRATEGY
Market offering 5 points
5 Product levels 5 points
Product/ Service Differentiation 5 points
Product/ Service mix 5 points
Future expansion strategies 5 points
Total Grade for all the group 25 points
Individual grade per individual 5%
A SSIGNMENT G RADING
B- P RICING S TRATEGY
Selection of price objective 5 points
Determination of demand 5 points
Cost estimation 5 points
Selection of pricing method 5 points
Selection of Final Price 5 points
Total Grade for all the group 25 points
Individual grade per individual 5%
G UIDE L INES
Read well your previous assignments and all my
comments on them.
Collate all what relates to your product from the market
research feedback and from your segmentation and
targeting data to be able to set the product strategy.
Collate all what relates to your product price from the
market research feedback and from your segmentation
and targeting data to be able to set the product strategy.
Read very well chapters 12 & 14 to be able to grab the
whole essence of the product and pricing strategies.
On individual basis, doing the exercise of setting both
strategies.
G UIDE L INES
Share the output with your team members, discuss and
settle for the agreed upon strategies.
Give the task of writing down the report to the best who
can translate all the group thoughts and ideas to a well
written Microsoft word proposal.
Circulate for review among all the team, but let the
amends be done by the main document writer.
N.B. Remember to exchange roles of the document writing
to share the benefit. Don’t forget to take into
consideration all the comments you received on your
previous assignments.
F INAL P ROJECT
T HE M ARKETING P LAN
G UIDELINES
By now every one of you belongs to a team of six players
and has a consumer product, service or idea in mind,
preparing to make a marketing plan for it. During the
course of the semester, some elements of the marketing
plan, coordinating with the text chapter, will be due as an
assignment for my review. I will review each group
submission and suggest areas for improvement, which will
allow you to proceed to the next phase in the marketing
plan development.
You can refer to, and consider as a guide the sample
marketing plan for “Pegasus Sports International”
available at the end of chapter 2 in Kotler & Keller 14th
edition. By the end of every chapter you study, you will be
able to complete part of your marketing plan.
T HE M ARKETING P LAN
G UIDELINES
By the time you finalize your 1st assignment about the
marketing research process, you should be ready to drop
some important notes to section 2 of your marketing plan;
Situation Analysis.
You will be able to fill in a big part of section 3 before the
mid-term; Marketing strategy, except for the Strategies
and the marketing program sub-sections.
After the mid-term you will be given chapters that will
help you fill in relevant strategies and programs to section
3.6 & 3.7, in addition to the remaining sections 4 & 5.
Read well, chapters you have been given in class and other
chapters that you can take as a self-reading exercise as
they will help you out with your marketing plan project.
G OOD L UCK
Tough, but very useful!
You will never forget the experience of making the
first marketing plan in your life.
Be excited about it, it is just the beginning.
