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ZEG U

ZIMBABWE EZEKIEL GUTI UNIVERSITY


FACULTY OF COMMERCE
DEPARTMENT OF ECONOMICS AND BUSINESS SCIENCES
COURSE CODE CMA 102

COURSE DESCRIPTION: MARKETING MANAGEMENT

COURSE OUTLINE

Lecturer: Ms F. Chatendeuka Marada

Consultation hours: Monday to Friday 10:00 to 15:00 hrs

Email: fortuemarada@gmail.com fmarada@zegu.ac.zw

Cell: +263733875464 +263719875464 +263775249136

COURSE AIMS AND OBJECTIVES:

AIM

To impart knowledge about the activities and operations in the marketing


management position under various circumstances

OBJECTIVES

After completing the course the students must be able to:

 Understand the roles of a marketing manager and prepared to undertake


marketing management given that an opportunity arise
 Analyze various marketing environments
 An understanding of marketing planning, implementation and control
 Deriving suitable marketing strategies for a diversity of marketing situations

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COURSE OUTLINE

Week Lecture Content


(Hrs)

1 1 (2) 1. Introduction to Marketing


 Definition
 Who does marketing?
 What is marketed?
 Who is targeted by Marketing?
 Evolution of Marketing

2 (2) 2. Roles of a Marketing Manager


 Developing Marketing Strategies and Plans
 Capturing Marketing Insights/ Marketing
intelligence
 Connecting with Customers
2 3(2)  Building Strong Brands
 Shaping the Market Offerings
 Delivering Value
 Creating Successful Long-Term Growth
 Managing Marketing Information Systems
4 )(2) 3. Marketing of Services Versus Marketing of goods
 Characteristics of services
 Differences between goods and services
 Challenges in services marketing
3 5(2)  Marketing mix for services
 RATER Model of Service Quality
6 (2) 4. Marketing Research
 Definition
 Importance
 Types of Marketing Research
4 7(2)  Marketing Research Process

8(2) 5. Marketing Information Systems

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 Marketing Environm
 /ent where information is collected
 Ways of developing and mobilizing information

5 9(2)  Uses of Information gathered


 Advantages of Marketing information systems
10(2) 6. Consumer and Organizational Buyer Management
 Determinants of Consumer Behaviour
 Consumer decision making Process
 Buyer Decision making process
6 11(2)  Segmentation Targeting and Positioning Strategies
(STP strategies)
12(2)  Managing Customer Value, Satisfaction and Loyalty

7 13(2) 7. Managing Competition in the marketing


environment
 Environmental Scanning
 PESTEL Analysis
 SWOT Analysis
14(2)  Competitor Analysis
 Industrial Analysis (Porter’s five forces Framework)

8 15(2) 8. Managing Products


 New Product Development

16(2)  Portfolio Analysis (BCG Matrix)

9 17(2) 9. Integrated Marketing Communications


 Evolution of IMC
 IMC mix elements
18(2) 10.Managing Pricing Policies and Strategies
 Definition of pricing
 Pricing strategies
 Factors To be considered when setting a price
 Frameworks for setting a price

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10 19(2) 11. Logistics and Distribution Management
 Definitions
 Physical distribution
 Supply chain members
 Choosing a distribution channel

20(2) 12. Managing Sales


 Sales forecasting: Methods, Advantages and
disadvantages
 Managing Sales force
11 21(2) 13.Creating successful long-term growth
 Importance of Growth in Business
 Growth impediments in Business
 Ansoff Growth Strategies
22(2) 14.Marketing Planning
 Vision and Mission
 Situation Analysis
 Objective Setting

12 23(2)  Strategy formulation


 Implementation of strategies
 Control and Evaluation
24(2) TUTORIALS

13 23 (2) TUTORIALS

24 (2)

REVISION

14 EXAMINATIONS

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Assignment Questions

1. Evaluate the importance of marketing research to any Zimbabwean


marketing organisation of your own choice. (100%)
Due Date: 26 March 2019

2. Group presentations (100%)

Assessment

Course work will constitute 30%

Examination will also make the remaining 70%

Course work is made up of 2 assignments and 1 In-class Test

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Recommended Literature

Jobber D (2004) Principles and Practice of Marketing 4th Edition; McGraw-


Hill, London.

Kerin R. A , Hartley S.W and Ridelius W (2009) Marketing 9th Edition;


McGraw-Hill Irwin, Boston.

Kotler P and Keller K. L (2006) Marketing Management 13th Edition; Prentice


Hall, Delhi.

Kotler P and Keller K. L (2013) Marketing Management 13th Edition; Prentice


Hall, Delhi.

Nickels W.G et-al (2002) Understanding Business; McGraw-Hill Irwin, Boston.

Perreault W. D and McCarthy E. J (2006) Essentials of Marketing 10th Edition;


McGraw-Hill Irwin, Boston.

https://books.google.co.zw/books?isbn=0071067736

https://books.google.co.zw/books?isbn=8174465480

https://books.google.co.zw/books?isbn=0070144915

https://books.google.co.zw/books?isbn=0702171883

https://books.google.co.zw/books?isbn=0742538362