MKT 500: Marketing Management

Fall Semester, 2018

Contents
Course Introduction ................................................................................................................... 2
Instructor .................................................................................................................................... 2
Mission Map .............................................................................................................................. 2
Solbridge Mission & Course Objectives.................................................................................... 3
Teaching Methodology .............................................................................................................. 5
Course Materials and Readings ................................................................................................. 5
Other material................................................................................................................................. 6
Assessment Method ................................................................................................................... 6
Independent Team Project (30%) ................................................................................................... 7
Course Delivery Schedule.......................................................................................................... 8
Plagiarism, Copying and Academic Dishonesty ........................................................................ 8
 MKT 500: Marketing Management
Fall Semester, 2018

Course Introduction

Course Title Marketing Management

Course Code MKT 500
Credit Hours 3
Semester & Year Fall 2018
Pre-requisites None
Co-requisites None
Department Solbridge International School of Business
Course Coordinator Dr. Mahmood A. Awan

Class Type Days Time Room

Lecture & Discussions Thursdays 9:00 – 12:00 noon TBA

Instructor
Instructor Dr. Mahmood A. Awan
Room 1112
Consultation Hours 1. Thursdays (4:00 p.m. – 5:00 p.m.)
2. Other times: By appointment or Open Door
 Can Send Email for appointment
 Open Door: If Instructor Free, Welcome
Email mawan14143@solbridge.ac.kr
Telephone 630 - 8528
Instructor Webpage TBA

Mission Map
Approximate % of Course Approximate % of Assessment
Mission Based Goals Content

Global Perspective 20% 20%

Asian Expertise 30% 30%
Creative Management Mind 20% 20%
Cross Cultural Competence 20% 20%
Social Responsibility 10% 10%
Total
100% 100%
Solbridge Mission & Course Objectives
Marketing Management (MKT 500) is an introductory marketing course aimed at
students commencing the Master of Business Administration (MBA). Marketing
Management is a core course for MBA students and is a prerequisite for all other marketing
courses.

Marketing Management course provides an overview of the marketing principles,

theories and strategies. The aim is to introduce important concepts underpinning the
marketing decision making process and the practical tools used by marketers to implement
marketing strategies and campaigns. Throughout the lectures and assessment tasks students
will be encouraged to apply the theoretical learning to real world practices. The course will
introduce the students the role and importance of consumers and organizations in marketing
decision making process. For marketing students, Marketing Management course offers a
preview of many of the important marketing courses you will be studying throughout your
course and will provide you with the basic concepts and tools with which to explore the more
specialized marketing courses that follow. It also offers insights within the Asian and global
consumer and business context.

In particular, this course aims to prepare students to excel in the market place by:

1. Describe the process of strategic planning in an organization and marketing’s role in the
planning
2. Explain factors that affect a company’s marketing strategy including customers,
competition, company, and elements of the marketing mix: the 4 P’s
3. Prepare in learning how to apply these concepts and to practice making decisions
through:
- In-class case analyses (exposing you to examples of successful and unsuccessful
marketing applications)
4. Analyze how a company manages its product/service mix to build brand equity
5. Create a marketing plan for a new product within a real company using information
gained from secondary research and applying the concepts of marketing strategy and team
process

Table 1: Course Content: Essential Knowledge & Skills

Essential Knowledge & Skills form the basic content that will be assuredly delivered in the
course.
Knowledge Skills
1. The Marketing Concept
What is Marketing? Group Activity: case
What is Strategic Planning? study TBA on the
The Marketing Management Process course website one
The Strategic Plan, The Marketing Plan, and other week before the class
Functional Area Plans
2. The Role of Marketing Research
The Marketing Research Process
Performance of the Research Group Activity: case
Processing of Research Data study TBA on the
Preparation of the Research Report course website one
Limitations of the Research Process week before the class
Marketing Information Systems
3. Marketing Influences on Consumer Decision Making
Situational and Social Influences on Consumer
Decision Making
Psychological Influences on Consumer Decision
Making
Consumer Decision Making

4. Determine Consumer Needs and Wants

Divide Markets on Relevant Dimensions Group Activity: case
Develop Product Positioning study TBA on the
Decide Segmentation Strategy course website one
5. Basic Issues in Product Management week before the class
Product Definition
Product Classification Group Activity: case
Product Quality and Value study TBA on the
Product Mix and Product Line course website one
Branding and Brand Equity / Packaging week before the class
Product Life Cycle / Product Adoption and Diffusion
The Product Audit / Deletions
Product Improvement
6. New Product Strategy
New Product Planning and Development Process Group Activity: case
Some Important New Product Decisions study TBA on the
Causes of New Product Failure course website one
7. Strategic Goals of Marketing Communication week before the class
The Promotion Mix
Integrated Marketing Communications
Advertising: Planning and Strategy
Advertising Decisions
8. The Need for Marketing Intermediaries Group Activity: case
Classification of Marketing Intermediaries and study TBA on the
Functions course website one
Channels of Distribution week before the class
Selecting Channels of Distribution
Managing a Channel of Distribution / Wholesaling
Store and Nonstore Retailing
9. Demand Influences on Pricing Decisions Group Activity: case
Supply Influences on Pricing Decisions study TBA on the
Environmental Influences on Pricing Decisions course website one
A General Pricing Model week before the class
10. Important Characteristics of Services Group Activity: case
Providing Quality Services study TBA on the
Overcoming the Obstacles in Services Marketing course website one
The Service Challenge week before the class

Table 2: Course Content: Suggested Optional Knowledge & Skills

Optional Knowledge & Skills content may be imparted according to resource and time
availability, and the instructor’s determination of current state of art in the subject. The list
provided here is partial, and instructor may choose other topics/ themes as appropriate.

Knowledge Skills
11. The Competitive Advantage of Nations
Organizing for Global Marketing Group Activity: case study TBA on the
Programming for Global Marketing course website one week before the class
Global Product Strategy
Global Distribution Strategy
Global Pricing Strategy
Global Advertising and Sales Promotion
Strategy
Entry and Growth Strategies for Global
Marketing

Teaching Methodology
The Course will be taught as a mixture of lectures, exercises and case studies.
Important strategic concepts will be introduced via classroom lecture and discussion while
exercises and case studies will allow the student to gain knowledge of the practical aspects of
strategic management on a holistic basis, and see these concepts applied in real-life
situations.
The course will be conducted using Moodle, and all students must familiarize
themselves with Moodle usage. There will be no printed notes, and most of the distributed
material will be in the electronic form with a few exceptions. All submissions by students
will also be in the electronic form through Moodle. The instructor will communicate with all
students using the Moodle system and student Solbridge Domain e-mail ids. It is the student’s
responsibility to update their e-mail addresses and access the messages as and when
necessary.
Course Materials and Readings
Textbook
Title: Marketing Management: Knowledge and Skills
Edition: Global 11th edition
Author(s): J. Paul Peter / James Donnelly
Publisher: 2013. McGraw Hill International Edition
ISBN-13: 978-0-07-131555-5
 Other material

Additional readings will be given by the instructor, and students are expected to be
prepared for the class with these readings. Some of the cases to be discussed in class will be
distributed in the class by instructor or through Moodle.

There are numerous other marketing texts that you may use as references this semester. Some
of these texts are listed below.
 Armstrong, G. and Kotler, P. (2005) Marketing – An Introduction, 7th edition,
Pearson Education International. ISBN: 0131273124
 Blythe, J. (2006), Principles & Practice of Marketing, Thompson. ISBN: 1844801209
 Kotler, P. et al. (2007), Think ASEAN! Rethinking Marketing toward ASEAN
Community 2015, McGraw-Hill. ISBN: 0071254056.
 Lamb, C. et al. (2008), Introduction to Marketing, Thomson Learning. ISBN:
0324544014.
 McDonald, M. (2000), The Marketing Plan in Colour: a pictorial guide for managers,
Butterworth-Heinemann. ISBN: 0750647590
 McDonald, M. (2007), Marketing Plans: How to prepare them, how to use them, 6th
edition, Butterworth-Heinemann. ISBN: 0750683864
 Perreault, WD. et al. (2008), Essentials of Marketing: A marketing strategy planning
approach, 11th edn, McGraw-Hill Irwin. ISBN: 0073404713.
 Theng, LG. (2007), Business Marketing: an Asian Perspective, McGraw-Hill. ISBN:
0071247394.
Recommended General Reading and Sources
Business journals are important sources of up-to-date knowledge on marketing strategy.
You are advised to read the following and other business journals to familiarize yourself with
the latest developments in marketing strategy areas. Relevant articles can be found in journals
such as:

 Journal of Marketing
 Journal of the Academy of Marketing Science
 Journal of Consumer Research
 Journal of Business Research
 Journal of Business and Industrial Marketing
Assessment Method

CLO Linked Linked Class Work (Marks) Mid- Final

to CO to Individual Group term Exam
BBAPO Assignment Research Exam (Marks)
Project (Marks)
1 1 6 10 8 2
2 1 6 5 8 2
3 1 6 10 4 4
4 2 6 10 6
5 2 6 5 6
*Total 10 30 20 20
*Attendance will be worth 20% of the course.
Team Formation
Much of the work in this class is done in groups. Each team of 3 members will be
randomly allocated to groups by the instructor.

Independent Team Project (30%)

Each team will prepare an independent case based on secondary and primary
information. The team can collect information from various databases, internet, and print
media to prepare the case.
Report Expectations
1. 25 Page limit (Maximum) excluding tables, graphs and figures.
2. As with other reports, should be professionally organized and delivered.
3. Comprehensiveness of relevant information, rigor of analysis and application of
conceptual material, originality of analysis, creativity, and finally, viability of
recommendations are the criteria for substantive evaluation
Deadline: The paper should be electronically submitted to Moodle by 5 pm and date TBA.
There are THREE main deliverables for the project.

 A mid-way presentation outlining the company’s current marketing situations and

the marketing objectives.
 A final presentation that outlines the students’ recommendations to achieve
marketing objectives.
 A final report detailing the entire project.
Course Delivery Schedule
This is a tentative outline. There will be adjustments as we move along. In each class, the
instructor will announce the reading material for the next class.

Dates Topic(s) Chap Assessment

8/27 Marketing: An introduction 1
9/03 Strategic Planning & Marketing Process 1
9/10 The marketing environment and marketing research;
2
Case study
9/17 Understanding Consumer Behavior + Analyzing
3
Cases
10/01 Understanding Consumer Behavior (cont:) 3 Quiz - 1
10/08 Segmentation, Targeting and Positioning; Case
5
study
10/15 Mid-term Examination Mid-term
10/22 Product and Branding strategies; Case study 6
10/29 New Product Development 7
11/05 AOL quiz
Pricing strategies 11
(Segmentation)
11/16 Place strategies; Case study 10
11/12 Promotion strategies; Case study 8
11/19 The Marketing of Services 12
11/26 Group project: Final
Case Presentations
presentations
12/03 Final Exam Final Exam

Plagiarism, Copying and Academic Dishonesty

I. Plagiarism is the unauthorized use of another’s work or ideas and the representation of
these as one’s own.
Definition of Plagiarism: “The practice of taking someone else’s work or ideas and passing
them off as one’s own”. (OED)
This includes among others but not limited to
(a) copying another individual’s or group’s ideas and work, copying materials from the
internet and other published sources and producing such materials verbatim,
(b) Using others’ ideas and work without proper citation of the original proponent or
author of the idea. Students are expected to produce original work of their own for
assignments and examinations. A comprehensive definition and explanation of
plagiarism will be given during the first class period, and students are expected to take
serious note of this explanation.
These rules apply to internet sources also. Students are strongly advised to access the
following website and learn how to avoid plagiarism. It is the student’s responsibility to learn
this on his/ her own.
http://owl.english.purdue.edu/owl/resource/589/01/
SolBridge considers plagiarism as a serious breach of professional ethics. Plagiarism will not
be tolerated in any form at SolBridge. Penalties can be as severe as expulsion from the
university. To avoid plagiarism it always best to do your own work or cite the work of others
appropriate. Refer to your student handbook for a more detailed description of plagiarism and
the associated penalties.
In this class, the rules are:
1. The first instance of plagiarism will result in a “zero” for the assignment in question.
2. The second instance of plagiarism will result in a fail grade for the entire course.
3. The third cumulative instance of plagiarism, academic dishonesty and violation of
school disciplinary rules in this and other classes will result in serious disciplinary
action which could include expulsion from Solbridge.
4. The instructor will report each instance of plagiarism, academic dishonesty and
violation of school disciplinary rules to the disciplinary officer.
II. Copying Textbooks. copyrighted materials and academic dishonesty
A. Copying Textbooks and other copyrighted materials without permission of publisher
or author is tantamount to theft. Therefore, students are expected to purchase the
prescribed books and other materials from the Woosong Bookstore.
 Students using copied versions of books without permission will be asked to
leave the classroom.
 In addition, such students will get “zero” participation points and any other
penalties as levied by the instructor.
B. Academic Dishonesty includes but not limited to: (a) plagiarism, (b) cheating during
examinations, (c) obtaining/ providing information for reports, assignments and
examinations by fraudulent means, (d) falsification of information or data, and (e)
false representation of others’ effort as one’s own.
Some examples of academic dishonesty are: copying from other students during
examinations; copying material from other students’ reports/ assignments and
submitting the same as one’s own report; creating fictitious interview materials for
assignments or reports. These are just a few examples and not exhaustive.
In this class, the rules are:
1. The first instance of academic dishonesty will result in a “zero” for the
assignment in question.
2. The second instance of academic dishonesty will result in a fail grade for the
entire course.
3. The third cumulative instance of plagiarism, academic dishonesty and
violation of school disciplinary rules in this and other classes will result in
serious disciplinary action which could include expulsion from Solbridge.
4. The instructor will report each instance of plagiarism, academic dishonesty
and violation of school disciplinary rules to the disciplinary officer.
The rules on plagiarism, copying and academic dishonesty are non-negotiable.