NATIONAL UNIVERSITY OF SCIENCE AND TECHNOLOGY

FACULTY OF COMMERCE
DEPARTMENT OF BUSINESS MANAGEMENT
MARKETING MANAGEMENT (4108)
COURSE OUTLINE
LECTURER: Mr J. Ranganai
OFFICE FD2 (Business Management Dept)
Email: ranganai!gmail."#m
Cell: $%%2 &22 &2$ ' $%&( )2& )22 ' $%(( 2(* *+%
COURSE OVERVIEW
The course provides an overview of marketing processes principles & frameworks while
providing students with marketing tools and analytical skills necessary to apply key concepts
to practical business situations.
COURSE OBJECTIVES
The overall objective of the course is to ensure that students are appreciative of marketing
decision making in organizations. To that end, the course will;
Introduce students to marketing strategy formulation and to marketing programme
development.
elp students appreciate the marketing challenges faced by organizations and thus
develop the ability to define and analyze the marketing problems dealt with by
managers.
!amiliarize students with the concept of the marketing mi" #product, price, promotion
place,process,people and physical evidence$ and enhance their problem solving and
decision making abilities in these operational areas of marketing tactics.
ASSESSMENT
%ontinuous &ssessment '()
!inal *"amination 70
T!"#$ 100
READING MATERIALS
C!%& T&'"(!!)
+. ,otler #-((.$, Mar,eting Management: -nal.sis/ 0lanning/ Implementati#n an1
C#ntr#l* /-
th
*dition, +rentice all, *nglewood %liffs, 01.
2ther Te"tbooks on +rinciples of 3arketing, 3arketing 3anagement or 4trategic 3arketing
will also suffice.
J!+%,#$- #,. N&/-0#0&%- "1#" 2,3$+.& arvard 5usiness 6eview*1ournal of 3arketing
3anagement*1ournal of 3arketing 6esearch #- /&$$ #- #,4 %&$&5#," business magazines and
newspapers

COURSE CONTENT
16 FUNDAMENTALS OF MARKETING
7efinitions and ,ey %oncepts
6ole of 3arketing
3arketing 3anagement +hilosophies
Tasks of 3arketing 3anagement
%urrent %hallenges of 3arketing
76 THE MARKETING ENVIRONMENT
The Importance of 8nderstanding the *nvironment
The 3acro9environment
The 3icro9environment
The Internal *nvironment
86 STRATEGIC MARKETING PLANNING
7efining the %ompany 3ission, :ision and 2bjectives
%urrent 3arketing 4ituational &nalysis
7evelopment of 3arketing 2bjectives
7eveloping 3arketing 4trategies
7esigning of &ction +rogrammes
3arketing 5udget 7evelopment
Implementing the 3arketing +rogrammes
*valuation and %ontrol
;rowth 4trategies
5usiness +ortfolio +lanning
46 PRODUCT AND SERVICES STRATEGIES
+roduct 7efinition and %lassifications
+roduct &ttributes 7ecisions
+roduct 3i" 7ecisions
5randing 7ecisions
+ackaging 7ecisions
4ervices 3arketing
96 NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE
STRATEGIES
<hat are 0ew +roducts=
Importance of 0ew +roducts
0ew +roduct !ailure
0ew +roduct 7evelopment +rocess
The +roduct >ife %ycle %oncept
+roduct >ife %ycle 4trategies
:6 PRICING PRODUCTS
!actors affecting pricing decisions
+ricing 2bjectives
+ricing +rocess
+ricing &pproaches
3anagement of +ricing
76 DISTRIBUTION STRATEGIES
6ole of 7istribution 4trategy
!unctions of 3iddlemen
Types of 7istribution %hannels?3iddlemen
7istribution 3anagement 4trategies
The 3arketing >ogistics 0etwork
+hysical 7istribution 7ecisions
86 PROMOTION;MARKETING COMMUNICATIONS STRATEGY
7efining +romotion
4trategic 6ole of +romotion
&dvertising
4ales +romotions
+ersonal 4elling
+ublicity and +ublic 6elations
7irect and 2n9line marketing
7eveloping Integrated 3arketing %ommunications
<6 UNDERSTANDING THE MARKET
%onsumer 5ehaviour
%oncept of 4egmentation, Targeting and +ositioning
5ases for 4egmenting %onsumer 3arkets
*valuating and 4electing 3arket 4egments
3arket %overage 4trategies
+ositioning !or %ompetitive &dvantage
106 COMPETITOR ANALYSIS AND COMPETITIVE STRATEGIES
>evels of %ompetition
Industry %oncept of %ompetition
Techni@ues for analyzing Industry %ompetitiveness
3arket >evel %ompetitor &nalysis
4ources of %ompetitor Information
7esigning %ompetitive 4trategies for >eaders, %hallengers, !ollowers and 0ichers