Scribd Logo
Upload

Welcome to Scribd!

  • 31 views

    Karachi University Business School University of Karachi Bs (Bba) - Vii

    Uploaded by

    Saif ali Khan
    This document provides an overview of the Marketing Management course offered at Karachi University Business School. The course aims to give students an advanced understanding of marketing concepts and tools, and how to apply strategic marketing decisions. The course covers topics such as customer satisfaction, strategic planning, market analysis and demand forecasting, the marketing environment, buyer behavior, competition analysis, market segmentation, and developing integrated marketing communications strategies. Students will learn how to analyze markets and customers, and make strategic product, price, place, and promotion decisions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Karachi University Business School University of Karachi Bs (Bba) - Vii

    Uploaded by

    Saif ali Khan
    31 views3 pages
    This document provides an overview of the Marketing Management course offered at Karachi University Business School. The course aims to give students an advanced understanding of marketing concepts and tools, and how to apply strategic marketing decisions. The course covers topics such as customer satisfaction, strategic planning, market analysis and demand forecasting, the marketing environment, buyer behavior, competition analysis, market segmentation, and developing integrated marketing communications strategies. Students will learn how to analyze markets and customers, and make strategic product, price, place, and promotion decisions.

    Original Title

    621

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of the Marketing Management course offered at Karachi University Business School. The course aims to give students an advanced understanding of marketing concepts and tools, and how to apply strategic marketing decisions. The course covers topics such as customer satisfaction, strategic planning, market analysis and demand forecasting, the marketing environment, buyer behavior, competition analysis, market segmentation, and developing integrated marketing communications strategies. Students will learn how to analyze markets and customers, and make strategic product, price, place, and promotion decisions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    31 views3 pages

    Karachi University Business School University of Karachi Bs (Bba) - Vii

    Uploaded by

    Saif ali Khan
    This document provides an overview of the Marketing Management course offered at Karachi University Business School. The course aims to give students an advanced understanding of marketing concepts and tools, and how to apply strategic marketing decisions. The course covers topics such as customer satisfaction, strategic planning, market analysis and demand forecasting, the marketing environment, buyer behavior, competition analysis, market segmentation, and developing integrated marketing communications strategies. Students will learn how to analyze markets and customers, and make strategic product, price, place, and promotion decisions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    107 | P a g e BS (BBA) Syllabus

    KARACHI UNIVERSITY BUSINESS SCHOOL


    UNIVERSITY OF KARACHI

    BS (BBA) – VII

    Course Title : MARKETING MANAGEMENT

    Course Number : BA(BS) – 621

    Credit Hours : 03

    Objective

    The objective of this course is to give students a detailed and advanced overview of Marketing,
    as the basic concepts have already been discussed in the ‘Principles of Marketing’ course. As the
    title ‘Marketing Management’ suggest that Marketing cannot be separated from Management. To
    be a successful marketer, knowledge of handling strategic and tactical management issues is
    necessary. This course is intended to emphasize on the application of marketing concepts and
    tools along with the decision making process. Here the students will learn how to analyze and
    Previous

    measure total market demand and winning customers through market oriented strategic
    planning, keeping in mind the competitors moves. Major decisions about product, branding, price,

    Next
    channel systems and productions will be emphasized.

    Course Contents

    1. Marketing: An Overview
    1.1. Importance and Scope of Marketing
    1.2. Understanding Marketing Management
    1.3. Social Responsibility of Marketing
    1.4. Company Orientations Toward the Market Place

    2. Building Customer Satisfaction, Value and Retention


    2.1. Attracting and Retaining Customers
    2.2. Delivering Customer Value and Satisfaction
    2.3. Company Profitability and Total Quality Management

    3. Winning Markets through Market Oriented Strategic Planning


    3.1. Corporate and Division Strategic Planning
    3.2. Establishing Strategic Business Units
    3.3. Analysing Business Portfolio

    4. Gathering Information and Measuring Market Demand


    4.1. Internal Records System
    4.2. Marketing Intelligence, Research and Decision Support System
    4.3. Forecasting and Demand Management
    108 | P a g e BS (BBA) Syllabus

    5. Scanning the Marketing Environment


    5.1. Analysing Micro and Macro Environment Factors
    5.2. SWOT Analysis

    6. Buyer Behavior Analysis


    6.1. Factors Affecting Buying Behavior
    6.2. Buying Decision Process
    6.3. Buying Objectives and Structures of Organizational Markets

    7. Dealing with the Competition


    7.1. Identifying and Analysing Competitors
    7.2. Designing Competitive Intelligence System
    7.3. Competitive Strategies

    8. Segmenting, Targeting and Positioning Strategies


    8.1. Levels and Patterns of Market Segmentation
    8.2. Market Targeting
    8.3. Developing and Communicating a Positioning Strategy

    9. Product, Branding and Services Strategy


    9.1. Product Mix and Product Line Decisions
    9.2. Brand Decisions
    9.3. Marketing Strategies for Service Firms
    Previous

    Next
    10. Developing Price Strategies and Policies
    10.1. Selecting Pricing Objectives
    10.2. Analysing Competitors Costs, Prices and Offers
    10.3. Selecting Pricing Method
    10.4. Product Mix Pricing
    10.5. Promotional and Discriminatory Pricing

    11. Marketing Channel Systems


    11.1. Channel Functions and Flows
    11.2. Channel Design and Management Decisions
    11.3. Retailing and Wholesaling

    12. Managing Integrated Marketing Communications


    12.1. The Communication Process
    12.2. Determine Communication Objectives
    12.3. Select the Communication Channels
    12.4. Establishing the Total Marketing Communications Budget
    12.5. Factors in Setting the Marketing Communications Mix
    109 | P a g e BS (BBA) Syllabus

    Recommended Books

    1. Greg, M. & Mark J. (2010). Essentials of Marketing Management. McGraw–Hill.


    2. Kotler, P. & Keller K. (2008). Marketing Management. Prentice Hall.
    3. Peter, P. J. & James D. J. (2010). Marketing Management. McGraw–Hill.
    4. Sheth, J. & Garett, D. E. (2003). Marketing Management: A Comprehensive Reader.
    South–Western.
    Previous

    Next

    You might also like