Marketing Management: Course Outline

Defining Marketing for the 21^st Century

• Why is Marketing important?
• What is the scope of Marketing?
• Some fundamental Marketing Concepts, How Marketing Management changed.
• What are the tasks necessary for successful Marketing Management?

Developing Marketing Strategies and Plans

• How does the Marketing affect customer Value?
• How is the Strategic Planning carried out at different levels of the organization?
• What does Marketing plan include?

Gathering Information and Scanning the Environment

• What are the components of a modern Marketing information system?
• What is involved in a Marketing Intelligent System?
• What are the key methods for tracking and identifying opportunities in macro-environment & developments in macro-environment?

Identifying Market Segments and Targets

• Different levels of market segmentation & requirements of effective segmentation?
• How companies divide a market into segments?
• How companies choose the most attractive target markets?

Analyzing Consumer Markets

• How do consumer characteristics influence buying behavior & major psychological processes influence consumer Reponses to the marketing program?
• How do consumers make purchasing decisions?
• How do marketers analyze consumer decision making?

Creating Customer Value, Satisfaction and Loyalty

• Customer value, satisfaction and loyalty and how can companies deliver them?
• What is the lifetime value of customers and how can marketers maximize it?
• How can companies cultivate strong customer relationship?
• How can companies both attract and retain customers?
• What is database marketing?

Conducting Marketing Research & Forecasting Demand

• What constitutes good Marketing research and metrics for measuring marketing productivity?
• How can marketers assess their return on investment of marketing expenditure?
• How can companies more accurately measure and forecast demand?

Creating Brand Equity

• What is a brand and how does branding works?
• What is brand equity & how is it built, measured and managed?
• What are the important decisions in developing branding strategy?

Crafting the Brand Positioning, Setting Product Strategy

• How can a firm choose and communicate an effective positioning in the market & how brands are differentiated?
• What are the characteristics of products and how do marketers classify products?
• How companies differentiate products?
• Companies' product mix and product line?
• How can companies use packaging, labeling, warranties and guarantees as marketing tools?

Designing and Managing Integrated Marketing Communication.

• What is the role of Marketing Communication?
• What are the major steps in developing effective communications?
• What is communication mix and how should it be set?
• What is the integrated marketing communications program?

 

Managing Mass Communications: Advertising, Sales Promotions, Events and Public Relations.

• What steps are required in developing an advertising program?
• How should sales promotion decisions be made?
• What are the guidelines for effective brand-building events and experiences?
• How can companies exploit the potential of public relations and publicity?

Managing Personal Communications: Direct Marketing and Personal Selling

• Integrate direct marketing for competitive advantage?
• What decisions do companies face in designing and managing a sales force?
• How can salespeople improve their selling, negotiating, and relationship marketing skills?

Implementation of Marketing Practices in Pakistani Context

• Marketing Management in Pakistan.
• Marketing Management by a Small and medium business Entrepreneur.
• Indigenous Management Practices adapted in Pakistan for Marketing.
• Product or Service Compatibility with in Pakistani Culture.

Developing Pricing Strategies & Programs

• How do consumers process and evaluate prices?
• How should a company set prices initially for products or services?
• When should company initiate a price change?
• How should a company respond to a competitor's price change?

Designing and Managing Value Networks and Channels

• Importance of designing marketing channel system and value network & the work that the marketing channel performs?
• What decisions do companies face in managing their channels and channel conflict?
• What are the key issues with e-commerce?