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ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Business Administration)
MARKETING MANAGEMENT (BBA-190)
CHECKLIST
SEMESTER: AUTUMN 2010
This packet comprises the following material:
1. Text book
2. Assignments No. 1 & 2 along with course outline
3. Assignment forms (2 sets)
4. Tutorial & assignments schedule
In this packet, if you find anything missing out of the above mentioned material, please contact at the address given below:
The Mailing Officer,
Mailing Section, Block No. 28,
Allama Iqbal Open University,
H-8, Islamabad.
Phone: 051-9057611, 12
Muhammad Ayub Shaikh
Course Coordinator
ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Business Administration)
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENTS BORROWED OR STOLEN FROM OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN “AIOU PLAGIARISM POLICY”.
Course: Marketing Management (190) Semester: Autumn 2010
Level: BBA Total Marks: 100
Pass Marks: 40
ASSIGNMENT No. 1
Note: Attempt all questions. All questions carry equal marks.
Q. 1 Discuss major responsibilities of a typical marketing manager of a modern business concern. (20)
Q. 2 Explain major stages of product life cycle. Discuss its implications for marketing management. What are its limitations? (20)
Q. 3 How pricing strategies are set? How do changing prices influence these strategies? (20)
Q. 4 What are the major steps for planning an advertising campaign? Discuss the principle qualities of a good advertising campaign. (20)
Q. 5 Under what conditions is a company most likely to follow a direct or indirect channel strategy for it s distribution? (20)
ASSIGNMENT No. 2
Total Marks: 100
Q. 1 What criteria can a company use to choose the most attractive target market? (20)
Q. 2 How would you develop an integrated marketing communication program? Describe major steps involved. (20)
Q. 3 If you are a marketing manager of an important pharmaceutical company, how would you recruit, select, train, supervise, motivate, and evaluate a sales force? (20)
Q. 4 What are the customer value and satisfaction, and how do leading companies produce and deliver them? (20)
Q. 5 Write notes on the following:
(i) Marketing Information System (10)
(ii) New Product Development Strategy (10)
MARKETING MANAGEMENT
COURSE OUTLINE (BBA-190)
Unit-1 UNDERSTANDING MARKETING MANAGEMENT
I Assessing Marketing’s Critical Role in Organizational Performance
- Marketing Management
- Company Orientations toward the Market Place
- The Adoption of Marketing
II Building Customer Satisfaction through Quality, Service and Value
- Defining Customer Value and Satisfaction
- Delivering Customer Value and Satisfaction
- Attracting and Retaining Customers
- Custom Profitability: The Ultimate Test
- Implementing Total Quality Marketing
Unit-2 WINNING MARKETS THROUGH MARKET-ORIENTED STRATEGIC PLANNING
- The Nature of High-Performance Business
- Corporate and Division Strategic Planning
- Business Strategic Planning
- The Marketing Process
- Product Planning the Nature and Contents of a Marketing Plan
Unit-3 ANALYZING MARKETING OPPORTUNITES
I Managing Marketing Information and Measuring Market Demand
- What is a Marketing Information System
- Marketing Intelligence System
- Marketing Research System
- Marketing Decision Support System
- An Overview of Forecasting and Demand Measurement
II Scanning the Marketing Environment
- Analyzing Needs and Trends in the Macro-Environment
- Identifying and Responding to the Major Macro-Environment Forces
III Analyzing Consumer Markets and Buying Behaviour
- Models of Consumer Behaviour
- Major Factors Influencing Buying Behaviour
- The Buying Process
Unit-4 ANALYSING MARKETING
I Analyzing Business Markets and Business Buying Behaviour
- What is Organizational Buying?
- Institutional and Government Markets
II Analyzing Industries and Competitors
- Identifying Competitors
- Identifying Competitors Strategies
- Determining Competitors Objectives
- Assessing Competitors Strengths and Weaknesses
- Estimating Competitors Reaction Patterns
- Designing the Competitive Intelligence System
- Selecting Competitors to Attack and Avoid
- Balancing Customer and Competitor Orientations
III Identifying Market Segments and Selecting Market Targets
- Market Segmentation
- Market Targeting
Unit-5 DEVELOPING MARKETING STRATEGIES - I
I Differentiating and Positioning the Market Offering
- Tools for Competitive Differentiation
- Developing a Positioning Strategy
- Communicating the Company’s Positioning
II Developing New Products
- Challenges in New Product Development
- Effective Organizational Arrangements
- Managing the New Product Development Process
- The Consumer Adoption Process
III Managing Life-Cycle Strategies
- The Product Life Cycle
- Marketing Strategies Throughout the PLC
- Market Evolution
Unit-6 DEVELOPING MARKETING STRATEGIES - II
I Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers
- Market Leader Strategies
- Market Challenger Strategies
- Market-Follower Strategies
- Market-Nicher Strategies
II Designing and Managing Global Marketing Strategies
- Deciding Whether to go Abroad
- Deciding which Market to Enter
- Deciding How to Enter the Market
- Deciding on the Marketing Program
- Deciding on the Marketing Organization
Unit-7 PLANNING MARKETING PROGRAMS
I Managing Product Lines, Brands, and Packaging
- Product-Mix Decisions
- Product-Line Decisions
- Brand Decisions
- Packaging and Labeling Decisions
II Managing Service Business and Product Support Services
- The Nature and Classification of Services
- Characteristics of Services and their Marketing Implications
- Marketing Strategies for Service Firms
- Managing Product Support Services
III Designing Pricing Strategies and Programs
- Setting the Price
- Adapting the Price
- Initiating and Responding to Price Changes
IV Selecting and Managing Marketing Channels
- Channel-Design Decisions
- Channel Management Decisions
- Channel Dynamics
- Channel Cooperation, Conflict and Competition
V Managing Retailing, Wholesaling, and Market Logistics
- Retailing
- Wholesaling
- Market Logistics
Unit-8 PLANNING MARKET PROGRAMME
I Designing and Managing Integrated Marketing Communications
- A View of the Communication Process
- Developing Effective Communications
II Managing Advertising, Sales Promotion, and Public Relations
- Developing and Managing an Advertising Program
- Sales Promotion
- Public Relations
III Managing the Sales Force
- Designing the Sales Force
- Managing the Sales Force
- Principles of Personal Selling
IV Managing Direct and Online Marketing
- The Growth and Benefits of Direct Marketing
- Customer Databases and Direct Marketing
- Major Channels for Direct Marketing
- Marketing in the Twenty-First Century Online Marketing
- The Growing Use of Integrated Direct Marketing
- Public and Ethical Issues in the Use of Direct Marketing
Unit-9 ORGANIZING, IMPLEMENTING, EVALUATING, & CONTROLLING MARKETING ACTIVITIES
- Company Organization
- Marketing Organization
- Marketing Implementation
- Controlling Marketing Activity
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