University of Dhaka

Subject: Marketing
Syllabus for MBA (One Year)
Effective from the Session: 2017 – 2018
Name of courses and marks distribution

MBA
Course Code Course Title Total Marks Credits
Mkt-5001 Marketing Management in Practice 100 4
Mkt-5002 Strategic Marketing 100 4
Mkt-5003 Business Marketing 100 4
Mkt-5004 E-Marketing 100 4
Mkt-5005 Global Marketing 100 4
Mkt-5006 Integrated Marketing Communications 100 4
Mkt-5007 Advanced Marketing Research 100 4
Viva-Voce 025 1
Term-Paper (Report Formation - 50% 100 4
and Viva-Voce – 50%)

Course Code: 5001 Marks: 100 Credits: 4 Class Hours: 60

Course Title: Marketing Management

1. Defining Marketing for the 21st Century: The Importance of Marketing– The Scope of
Marketing– Company Orientations Toward the Marketplace– Fundamental Marketing Concepts,
Trends, and Tasks–
2. Developing Marketing Strategies and Plans: Marketing and Customer Value– Corporate and
Division Strategic Planning– Business Unit Strategic Planning– Product Planning: The Nature and
Contents of a Marketing–
3. Creating Customer Value, Satisfaction, and Loyalty: Maximizing Customer Lifetime Value–
Cultivating Customer Relationships– Customer Databases and Database Marketing
4. Identifying Markets Segments and Targets: Level of Markets Segmentation– Segmenting
Consumer Markets– Bases for Segmenting Business Markets– Market Targeting–
5. Creating Brand Equity: What is Brand Equity?– Building Brand Equity– Managing Brand Equity–
Devising a Branding Strategy–
6. Crafting the Brand Positioning: Developing and Communicating a Positioning Strategy–
Differentiation Strategies– Product Life-cycle Marketing Strategies– Market Evolution–
7. Dealing with Competition: Competitive Forces– Analyzing Competitors– Commutative Strategies
for Market Leaders– Other Competitive Strategies– Balancing Customer and Competitor
Orientations–
8. Designing and Marketing Service: Nature of Services, Marketing Strategies for Service Firms,
Marketing Service Quality, Managing Service Brands, and Managing Product Support Services.
 9. Setting Product Strategy: Product Characteristics and Classifications– Differentiation– Product and
Brand Relationships– Packaging, Labeling, Warranties, and Guarantees–
10. Developing Pricing Strategies and Programs: Understating Pricing– Setting the Price– Adapting
the Price– Initiating and Responding to Price Changes–
11. Designing and Managing Value Networks and Channels: Marketing Channels and Value
Networks– The Role of marketing Channels– Channels-Design Decisions– Channel-Management
Decisions– Channel Integration and Systems– conflict, Cooperation and Competition– E-Commerce
Marketing Practices–
12. Designing and Managing Integrated Marketing Communication: The Role of Marketing
Communications– Developing Effective Communications– Deciding on the Marketing
Communications Mix– Managing the Integrated Marketing Communications–
13. Introducing New Market Offerings: Challenges in New-Product Development– Organizational
Arrangements– Managing the Development Process: Ideas– Managing the Development Process:
Concept to Strategy– Managing the Development Process: Development– The Consumer– Adoption
Process–
14. Managing a Holistic Marketing Organization: Trends in Marketing Practices– Internal
Marketing– Socially Responsible Marketing– Marketing Implementation– Evaluation Control– The
Future of Marketing–
15. Some Selected Cases --

Text Book: Marketing Management– Philip Kotler and Kevin Keller, Prentice-Hall Inc. (Latest Edition)

Course Code: 5002 Marks: 100 Credits: 4 Class Hours: 60

Course Title: Strategic Marketing

1. The Marketing Organization: The Competitive Environment– The Customer Focus– Escalating
Influence of Technology– Deciding How to Compete–The Marketing Organization–

2. Business Strategy and Competitive Advantage: Changing Patterns of Global Competition– Competitive
Advantage– Business Strategy– Strategic Analysis and Strategy Selection–

3. Marketing Strategy and Planning: The Role and Scope of Marketing– Marketing Situation Analysis–
Marketing Strategy Design– Marketing Program Development– Implementing and Managing Marketing
Strategy– Preparing the Marketing Plan and Budget–

4. Market Targeting and Positioning Strategie: Market target Strategy– Selecting the Positioning
Concept– Choosing the Positioning strategy– Combining the Positioning Components– Determining
Position– Position Effectiveness–

5. Marketing Strategies for Different Market and Competitive Environments: Considerations in Strategy
Selection– Strategies for Entering New-Product Markets– Strategies for Growth Markets– Strategies for Mature
and Declining Markets– Competing in Global Markets–
 6. Product, Branding and Customer Service Strategies: Product Quality and Competitive Advantage–
The Strategic Analysis of Existing Products– Developing Product Strategies– Branding Strategy
Customer-Service Strategy–

7. Distribution strategy: Strategic Role of Distribution– Channel of Distribution strategy– Managing the
Channel– International Channels– strategic Trends in Distribution–

8. Pricing Strategy: Strategic Role of Price– Analyzing the Pricing Situations– Selecting the Pricing
strategy– Determining Specific Prices and Policies–

9. Promotion Strategy: Promotion Strategy– Advertising Strategy– Developing and Implementing Sales
Force Strategy– Sales Promotion strategy–

10. Designing Effective Marketing Organization: Considerations in Organization Design– Organizational

Design Options– Selecting an Organization design– Global Dimension of Organizations–

11. Marketing Strategy Implementation and Control: The Marketing Plan– Implementing the Plan–
Strategic Evaluation and Control– Performance Criteria and Information Needs– Performance
Assessment and Action–

Text Book: Strategic Marketing (Fourth Edition), David W. Cravens.

Course Code: 5003 Marks: 100 Credits: 4 Class Hours: 60

Course Title: Business Marketing

Introduction to Business Marketing. The Importance of Business Marketing– How Business Marketing is
Unique– Business Markets– The Entire System–

The Character of Business Marketing. The Magic of Markets– Beyound Market Coordinaiton– Developing
Relationships– A Model of Relatinship Development– Safeguarding Relatinships– Relationships in Larger
Networks–

The Purchasing Function. The Importance of Purchasing– Purchasing Philosophy– Supplier Evaluation–
Trends in Purchasing– Purcashing in Governmetn– Ehics in Purcashing –

Organizatinal Buyer Behaviour. Theories in Use– People Make the Decisions– Reward-Measurement Theory–
Behavior Choice Theory– Role Theory– Buying Determinats Theory–

Market Opportunities. Current and Potential Customers. Finding Opportunities–Market Segmentation–

Segment Criteria Market Assessment Tools–
Marketing Strategy. Why a Strategy?– Elements of Business Strategy– Developing Strategy– Understanding
Competitive Pressures– Strategic Implications of the Five Competitive Forces– The Organizational Context for
Competing– Organizational Learning and Memory–
Weaving Marketing into the Fabric of the Firm. The Fabric of the Firm– Market-Oriented Companies–
Partnerships in Marketing– Marketing Orientation and Organizational Learning– The Learning Market-Oriented
Individual–

Developing and Managing Products: What Do Customers Want? What is a Product? – Augmenting to Exceed
Expectations– Managing Products– New Product Development– Success or Failure? Harvesting a Product–

Business Marketing Channels: Partnerships for Customer Service. What is the Marketing Channel? Types of
Channel Intermediaries– Marketing Channel Design– Channel management: The Politics of Distribution–
Relationship Forms in Channels–

Integrating Marketing Communications. Customer Relationship Management– The Customer Relationship

Management Process– Integrated Marketing Communications Strategy– Budgeting for Communications–

Communicating with the Market: Advertising, Public Relations, and Trade Shows. Advertising to Business–
Public Relations– Trade Show Marketing–

IMC:The One-to-One Media. Direct Marketing– Lists– One-to-One Marketing Programs– World-class
Marketing on the WWW–

Sales and Sales Management. The Nature of Professional Selling– Sales’ Role in the Organization– Sales
Strategies and Customer Relationships– Organization the Sales Force– Directing the Sales Force– Evaluating
Performance–

Pricing and Negotiating for Value. The Principles and Principles of Price– Cutting to the Quick: The Scissors
Factors of Price– The Nature of Competitive Markets– issues in Price Management– A Pricing System–

Evaluating Marketing Efforts. The Importance of Evaluating Marketing Efforts– Control Systems– Tools of
Control– Using Control Systems–

Customer Retention and Maximization. Conquest and After marketing– The Nature of a Customer– Retention
Probability and Customer Value– Customer Relationship Management– Building Relationships– Building
Relationships– Running Relationships– Strengthening Good Relationships–

Text Book: Business Marketing, F. Robert Dwyer and John F. Tanner (Third Edition), McGraw-Hill.

Course Code: 5004 Marks: 100 Credits: 4 Class Hours: 60

Course Title: E-Marketing

Introduction and Overview: The Big Picture: The Emergence of e-Marketing– The Big Picture– Tough
Times– e-Marketing in Context– e-Marketing Environment What’s Next?–

Strategic E-Marketing: Strategic Planning– Strategy– Strategy to Electronic Strategy– Business Models to e-
Business Models– Strategic e-Business Models– Performance Metrics–

The E-Marketing Plan: Overview of the e-Marketing Planning Process– Creating an e-Marketing Plan– A Six-
Step e-Marketing Plan–
Technology: The Marriage of Marketing & Technology– Product Technologies– Price Technologies–
Distribution Technologies– Relationship Marketing Technologies–

Ethical and Legal: Ethics and Legal Issues– Privacy– Digital Property– Online Expression– Conclusion–

Marketing Knowledge: Data Drives Strategy– Marketing Knowledge Management– Other Technology-
Enabled Approaches– Real-Space Approaches– Marketing Databases and Data Warehouses– Data Analysis and
Distribution– Knowledge Management Metrics–

Customer Characteristics and Behavior: Consumers in the 21st Century– The Numbers– Inside the Internet
Exchange Process–

Targeting Market Segments and Communities: Segmentation and Targeting Overview– Market Segmentation
Bases and Variables– Targeting Online Customers– Targeting Communities on the Internet–

Differentiation, Positioning, and Competition: Differentiation of Online Businesses–Product-Service

Differentiation Strategies– Environment/Atmospherics– Management–
Positioning Strategies– Web–

Product: Many Products Capitalize on Internet Properties– Creating Customer Value Online– Online Benefits–
e-Marketing Enhanced Product Development– A Taxonomy for Internet Products– New-Product Trends–

Pricing: The Internet Changes Pricing Strategies– Buyer and Seller Perspectives– Pricing Strategies–

Distributio: Distribution Channel Overview– Types of Intermediaries– Distribution Channel Length and
Functions– Channel Management and Power– Classifying Online Channel Members– Distribution Channel
Metrics–

Integrated Communication Mix: Overview of e-Marketing Communication Issues– Integrated Marketing

Communication– Internet Advertising– Marketing Public Relations– Sales Promotion Offers– Direct
Marketing– The Internet as a Medium– IMC Metrics–

Customer Relationship Management: Building Customer Relationships, 1:1– Relationship Marketing

Defined– Customer Relationship Management– CRM Building Blocks– CRM Metrics–

e-Marketing in Emerging Economies: Overview of Global e-Marketing Issues– Country and Market
Opportunity Analysis– Technological Readiness Influences Marketing– Wireless Internet Access– The Digital
Divide–

Country Profiles from the Six Continents: Australia– United State of America– Germany– Turkey– Chile–
Egypt– People’s Republic of China– India– Thailand– Bangladesh–

Text Book: e-Marketing, Judy Strauss, Raymond Frost, and Adel I. El-Ansary. Latest edition. Prentice Hall, .

Course Code: 5005 Marks: 100 Credits: 4 Class Hours: 60

Course Title: Global Marketing
Introduction and Overview: Introduction to Global Marketing
The Global Marketing Environment: The global economic environment, Social and Cultural Environment,
The political, Legal, and Regulatory Environments of Global Marketing
Analyzing and Targeting Global Market Opportunities: Global Customers, Global Marketing Information
Systems and Research, Segmentation, Targeting and Positioning
Global Marketing Strategy: Entry and Expansion Strategies: Marketing and Sourcing, Cooperative Strategies
and Global Strategic Partnerships, Competitive Analysis and Strategy
Creating Global Marketing Programs: Product Decisions, Pricing Decisions, Global Marketing Channels and
Physical Distribution, Global Advertising, Global Promotion, Global e-marketing
Managing the Global Marketing Program: Leading, Organizing, and Monitoring the Global Marketing
Effort, The Future of Global Marketing
Text Book: Global Marketing Management – Warren J. Keegan (9th Edition)
Reference Book: 1.Global Marketing Management – Masaaki Kotabe & Kristiaan Helsen 2. International
Marketing ---- Philip R. Cateora

Course Code: 5006 Marks: 100 Credits: 4 Class Hours: 60

Course Title: Integrated Marketing Communications

1. Integrated Marketing Communications (IMC): Communication and IMC Programs– The

Communication Process–Barriers to Communication–Integrated Marketing Communication–
2. Corporate Image and Brand Management: Components of Corporate Image–Role of Corporate
Image–Branding–Brand Equity–Brand Extensions–Co-Branding–Private Branding – Branding
Management Process–
3. Business to Business Buyer Behavior: Business Customer–Business Buying Centers & Factors–
Business Sales–Business to Business Buying Process–
4. Promotion Opportunity Analysis: IMC Plan– Communication Market Analysis– IMC Objectives– IMC
Budget– Prepare Promotional Strategies– Market Segmentation– Business– GIMC Programs–
5. Advertising Management: Role of Advertisement in the IMC Process–Company Activities in
Advertising MGT–Communication and Advertising Objectives–
6. Advertising Design: Message Strategies– Cognitive Strategies– Affective Strategies– Brand Strategies–
Exceptional Frameworks– Model of Creating and Advertisement– Advertisement Effectiveness–
7. Advertisement Media Selection: Media Strategy– Media Planning– Media Selection–Media Mix–Media
Selection in Business- to- Business Markets-
8. Trade Promotion: Nature of Trade Promotion–Types of Trade Promotions–Objectives of Trade
Promotions-
9. Consumer Promotions: Coupons– Premiums–Bonus Packs–Price Off–
10. Personal Selling, Database Marketing and Customer Relationship Management: Personal Selling
Services–Telemarketing–Retail Sales Presentations–Database Marketing Steps– Methods of Direct
Marketing–Permissions Marketing–Customer Relationship Management Steps–
11. Public Relations Events: Cause Related Marketing–Green Marketing–Public Relations Tools–
Sponsorship Marketing–Event Marketing–
12. Internet Marketing: Marketing Functions on the Internet–E-Commerce–E-Commerce Incentives–
Business-to-Business E-Commerce–
Text Book: Integrated Advertising, Promotion and Marketing Communications (3rd Edition)- Kenneth E.
Clow, Donald Baack
Reference Book: Advertising & Promotion – George E. Belch and A. Belch, Irwin McGraw Hill, 1998.
 Course Code: 5001 Marks: 100 Credits: 4 Class Hours: 60
Course Title: Advanced Marketing Research

Introduction to Marketing Research. The Nature of Marketing Research– A Classification of Marketing

Research– The Role of Marketing Research in MIS and DSS– Marketing Research Suppliers– Selecting a
Research Supplier– Marketing Research Process–

Defining the Marketing Research Problem and Developing on Approach. The Process of Defining the
Problem– Developing an Approach to the Problem– Environmental Context of the Problem– Management
Decision Problem and Marketing Research Problem– Defining the Marketing Research Problem– Components
of the Approach–
Research Design. Exploratory– Descriptive and Causal Research– Relationships among Exploratory–
Descriptive– and Causal Research– Potential Sources of Error– Budgeting and Scheduling the Project–
Marketing Research Proposal–

Exploratory Research Design: Secondary Data. Primary Versus Secondary Data– Criteria for Evaluating
Secondary Data– Classification of Secondary Data– Qualitative Research: Rationale for Using Qualitative
Research– A Classification of Qualitative Research Procedures– Focus Group Interviews– Depth Interviews–
Projective Techniques–

Descriptive Research Design: Survey and Observation. Survey Methods: Telephone– Personal and Mail
Methods– A Comparative Evaluation of Survey Methods– Selection of Survey Methods(s)– Observation
Methods: Observation Methods Classified by Mode of Administration– A Comparative Evaluation of
Observation Methods– A Comparison of Survey and Observation Methods–

Causal Research Design: Experimentation. Concept of Causality– Conditions for Causality– Validity in
Experimentation– Extraneous Variables– Controlling Extraneous Variables– A Classification of Experimental
Designs: Pre-experimental Designs– True Experimental Designs– Quasi-Experimental Designs– Statistical
Designs– Laboratory versus Field Experiments– Limitations of Experimentation–

Measurement and Scaling. Comparative Scaling: Measurement and Scaling– Primary Scales of Measurement–
Comparative Scaling Techniques and Verbal Protocols– Noncomparative Scaling Techniques: Continuous
Rating Scale– Itemized Rating Scale– Noncomparative Itemized Rating Scale Decisions– Multi-item Scales–
Scale Evaluation: Measurement Accuracy– Reliability and Validity– Relationship between Reliability and
Validity– Generalizability and Choosing a Scaling Technique–

Questionnaire and Form Design. Questionnaire Design Process: Overcoming Inability to Answer–
Overcoming Unwillingness to Answer– Choosing Question Structure– Choosing Question Wording–
Determining the Order of Questions– Form and Layout– Reproduction of the Questionnaire– Pretesting– and
Observational Forms–

Sampling. Design and Procedures: The Sampling Design Process– A Classification of Sampling Techniques–
Nonprobability Sampling Techniques and Probability Sampling Techniques– Choosing Nonprobability versus
Probability Sampling– Uses of Nonprobability and Probability Sampling– Final and Initial Sample Size
Determination: The Sampling Distribution– Statistical Approach to Determining Sample Size– The Confidence
Interval Approach– Multiple Characteristics and Parameters– Adjusting the Statistically Determined Sample
Size–

Field Work. The Nature of Field Work– Field Work and Data Collection Process– Selecting Fields Workers–
Training Fields Workers– Supervising Fields Workers– Validating Fields Work– and Evaluating Field
Workers–

Data Preparation. The Data Preparation Process– Questionnaire Checking– Editing– Coding Transcribing–
Data Cleaning– Statistically Adjusting the Data– Selecting a Data Analysis Strategy–

Analysis Frequency Distribution, Cross Tabulation and Hypothesis Testing. Statistics Associated with
Frequency Distribution– Introduction to Hypothesis Testing– A General Procedure for Hypothesis Testing–
Statistics Associated with Cross-tabulation– Cross-Tabulation in Practice– Hypothesis Testing Related to
Differences– Parametric and Non-parametric Tests–

Analysis of Variance and Covariance. Relationship among Techniques– One-Way Analysis of Variance
(ANOVA)– Statistics Associated with One-Way ANOVA– Conducting One-Way ANOVA– Illustrative
Applications of One-Way ANOVA– Assumptions in ANOVA– Analysis of Covariance ANCOVA– Issues in
Interpretation– Repeated Measures ANOVA– Nonmetric Analysis of Variance– Multivariate Analysis of
Variance–

Correlation and Regression. Product Moment Correlation– Partial Correlation– Nonmetric Correlation–
Regression Analysis– Bivariate Regression–

Introduction to Multivariate Analysis. Multiple Regression– Discriminant Analysis– Factor Analysis– Cluster
Analysis– Multidimensional Scaling and Conjoint Analysis.

Report Preparation and Presentation. Importance of the Report and Presentation– The Report Preparation and
Presentation Process– Oral Presentation– Reading the Research Report– Research Follow-up–

International Marketing Research. Marketing Research in International Context– A Framework for

International Marketing Research–

Ethics in Marketing Research. Importance of Ethics in Marketing Research– Stakeholders in Marketing

Research– Guidelines for Ethical Decision Making– An Ethical Framework– Ethics and the Marketing
Research– Process–

Selected Cases As Determined by the Instructor.

Text Book: Marketing Research, Naresh K. Malhotra, Prentice Hall Inc.