BPMM2023 Silibus English A201 PDF

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UNIVERSITI UTARA MALAYSIA COLLEGE OF BUSINESS SCHOOL OF BUSINESS MANAGEMENT

COURSE CODE: BPMM2023 COURSE NAME: MARKETING MANAGEMENT PRE-REQUISITE: BPMM1013 PRINCIPLES OF MARKETING

1.0

SYNOPSIS This is one of the core courses for students in Bachelor of Business Administration (Marketing). Students of marketing management will be introduced to the concepts and the

art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 2.0

OBJECTIVES Upon completion of the course, students are expected to i. ii. iii. iv.

2.0

Understand concepts and theories relevant to marketing management . Understand the markets and marketing environment. Gain knowledge on marketing planning and strategies. Develop an effective marketing plan in accordance with the scope of business.

LEARNING OUTCOMES Upon completion of the course, students will be able to i. ii. iii. iv.

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explain concepts and theories relevant to marketing management (C1). explain the markets and marketing environment (C2,) . discuss on marketing planning and strategies. (C2). prepare an effective marketing plan for selected organization (C3, P2,).

REFERENCES Kotler, P. & Keller, K. L. (2016). Marketing Management (15th ed.). Essex: Pearson Marshall, G.W. & Johnston, M.W. (2015). Marketing Management (2nd ed.). New York: McGraw Hill

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CONTENTS

No. 1

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TOPIC 1.0 .Market-oriented management and marketing strategic planning 1.1 Marketing Management 1.1.1 The marketing concept 1.1.2 Business philosophy 1.1.3 Strategic marketing 1.1.4 Management holistic marketing 2.0 Designing and implementing marketing plan 2.1 Relationship between marketing plan and strategic marketing 2.2 Process of marketing planning 2.3 Format for marketing planning report

HOURS

3

3

3.0 Managing market information 3.1 Collecting market information 3.2 Marketing information system and the role of MIS 3.2 Marketing research 3.3.1 Marketing research process

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4.0 Analyzing market 4.1 Analyzing consumer markets 4.2 Analyzing business markets

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5.0 Identifying market segment and targets 5.1 Market segmentation process 5.2 Market targetting

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6.0 Managing product 6.1 Product positioning and brand equity 6.2 Managing product life cycle 6.2.1 Product life cycle (PLC) 6.2.2 Managing different stages of PLC 6.3 Managing product mix 6.3.1 Managing product line 6.4 New product development (NPD) 6.4.1 Issues and challenges in managing NPD 6.4.2 NPD process 7.0 Managing pricing decision 7.1 Steps in setting price 8.0 Managing the marketing channels 8.1 Managing effective marketing channels 8.2 Managing channel conflicts 9.0 Managing integrated marketing communication (IMC) 9.1 Elements of promotional mix 9.1.1 identifying strengths and weaknesses of each promotional element 9.1.2 relationships between elements of promotional mix and

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3 6

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No.

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TOPIC customers acceptance level 9.1.3 Managing effective promotion mix 9.2 Managing integrated marketing communication 9.2.1 Components of marketing communication. 9.2.2 Issues and challenges in managing IMC. TOTAL TEACHING METHOD Lecture, discussion, presentation, and case study

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ASSESSMENT: COURSEWORK (i) Quiz

10%

(ii) Case Study

20%

(iii) Marketing Plan

25%

(iv) Presentation of Marketing Plan

10%

(v) Online examination

25%

(iv) After class assignment

10%

TOTAL

100%

HOURS

42...