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Marketing Management: Course Outline

Marketing provides the interface between the customer and the firm in which the customer has become pivotal to the success of business activities.

Reference Book

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Course Content

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

Learning Outcome

At the end of the course the students should be able to:

  • To provide an understanding of and appreciation for the role of marketing in managing a business.
  • To share his/her experience of the concepts and skills utilized by today's marketing managers.
  • To describe the major elements of marketing process, including the influence of external environments on marketing, marketing research, consumer behavior, market segmentation, product strategy, distribution strategy, promotion strategy, pricing strategy.
  • To understand the increasingly intense competition that is affecting the global markets.

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