Posts
ALLAMA IQBAL OPEN UNIVERSITY
(Department of Business Administration)
*****
MARKETING THEORY & PRACTICE (5534)
CHECKLIST
SEMESTER: AUTUMN 2010
This packet comprises the following material:
1. Text Book
2. Course Outline
3. Assignment No.1 and 2
4. Assignment forms (two sets)
If you find anything missing, in this packet, out of the above mentioned material, please contact at the address given below:
Deputy Registrar,
Mailing Section, Block No. 28,
Allama Iqbal Open University,
H-8,
Ph: 051-9057611-12
Muhammad Ayub Shaikh
Course Coordinator
ALLAMA IQBAL OPEN UNIVERSITY
(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”.
ASSIGNMENT No. 1
Course: Marketing Theory and Practice (5534) Semester: Autumn 2010
Level: MBA Total Marks: 100
Pass Marks: 40
Note: Attempt all questions. All questions carry equal marks.
| |
Q. 1 Compare and contrast the concept of “sale” and “marketing”. Draw a diagram showing sale concept and marketing concept. (20)
Q. 2 Explain how do marketing managers allocate their limited resources in carrying out marketing activities of their departments. (20)
Q. 3 (a) The consumer products differ in the ways consumers buy them. Describe buying behaviour the customers adopt in respect of following goods: (10)
· Convenience goods
· Shopping goods
· Specialty goods
· Unsought goods
(b) ‘Branding’ is a time consuming and costly activity, even then, today we see around ourselves that hardly and product/service goes unbranded. Explain why do firms brand their products and services? (10)
Q. 4 What is the importance of price for consumer, marketer, society, and economy? (20)
Q. 5 Write note on the following: (20)
· Marketing Information System
· Integrated Marketing Communication
· Marketing channels and Supply chain Management
· Segmentation, Targeting, Positioning
· Marketing Ethics and Social Responsibility
ASSIGNMENT No. 2
Total Marks: 100
This assignment is a research activity. You are required to visit any business/ commercial organization and study their marketing system as a whole or marketing of a product and prepare a research report of about 15 to 20 pages on one of the topics given below. To avoid duplication, a student is required to select the topic according to the last digit of his/her role number. For example, if your roll number is I-342718 then you will select topic # 8 from the above list (last digit).
As there are four topics, you will select the topics according to the last digit mentioned as under:
Topics Last digit of the role number:
1. 1, 2, 3
2. 4, 5
3. 6, 7
4. 8, 9, 0
Topics
1. Developing and Implementing Product Strategies
2. Developing and Implementing Pricing Strategies
3. Developing and Implementing Distribution Strategies
4. Developing and Implementing Promotion Strategies
The assignment should be developed on the following format:
• Introduction 10 marks
• Review of literature 30 marks
• The data collection 10 marks
• Data analysis 20 marks
• Conclusion and recommendations 20 marks
• References 10 marks
• Annexes
Guidelines for the submission of assignments
You are required to prepare two copies of 2nd assignment. Submit one copy to your tutor/ teacher for evaluation and the second copy for presentations in the workshop in the presence of the resource person and classmates, which will be held at the end of the semester prior to the final examination.
Guidelines for workshop
The workshop is a compulsory component of this course to cover practical aspects of the curriculum, which will be held at the end of the semester and your attendance is compulsory in all sessions.
There are two components in the workshop. The first part is a group activity. The students will be divided into four groups and they would be assigned topics as under:
• Group one: Developing and Implementing Product strategies
• Group two: Developing and Implementing Pricing Strategies
• Group three: Developing and Implementing Distribution Strategies
• Group four: Developing and Implementing Promotion strategies
Each group will select a group leader and discuss the topic within the group. The group members will act as members of the top management team of a company and discuss different aspects of management by using models and theories covered in the course. They will take up a real situation of a Pakistani industry/ organization/ product and develop a strategy to overcome the issues faced by the management of the organization selected for discussion.
You will come with full preparation and this activity will be supervised by one of the resource persons, who will act as facilitators.
All groups will work simultaneously and complete this task on the first day of the workshop. The group will prepare a presentation based on the findings of the discussion.
If a student does not participate in this activity will be declared absent from workshop and will have to attend the workshop in the next semester or act according to the university rules.
On the second day each group will perform that said activity and other groups will participate as observers. The tutor will write a report on the strengths and weaknesses of each group member and will evaluate each student.
The tutors/ teacher will keep record of his observations and submit the same to the RD who would send it to the Quality Assurance Cell, Department of Business Administration, Allama Iqbal Open University, Sector H-8
The 2nd component of the workshop is an individual activity.
The guidelines for this activity are as under:
Each student will present his/her 2nd assignment in the workshop.
You are advised to prepare the presentations based on your 2nd assignment.
Each student will be given 10 minutes for presentation and 5 minutes for class discussion.
The participants and tutor/teacher will allow the presenter to make his/her presentation for 10 minutes to provide him/her an opportunity to gain confidence and improve his/her communication skills. The questions to generate the discussion and evaluate the performance will be asked in the last five minutes.
To maintain the discipline and for effective time management each student is required to make presentation according to the last digit of his/ her roll number. For example if your roll number is I-342701 then you will be the first presenter (last digit).
Fifty percent marks will be assigned to group activity and the remaining fifty percent to the individual presentation.
The resource person/ teacher/ tutor (academic Incharge of the workshop) will write a two page report about the workshop activity as a whole and send it on the following address along with individual report about each student's performance in the group activity for quality assurance.
MARKETING THEORY & PRACTICE
Course Outline (MBA-5534)
Unit 1 Introduction to Marketing
1.1 The field of marketing
1.1.1 The marketing concept
1.1.2 The scope of marketing
1.1.3 Philosophical foundations of marketing
1.1.4 Limitations of the marketing concept
1.1.5 Marketing process
1.1.6 Marketing challenges
1.2 The marketing environment
1.2.1 Macro environment of the company
1.2.2 Micro environment of the company
1.2.3 An organization's internal environment
1.2.4 Environmental scanning
1.3 Planning marketing
1.3.1 Nature and scope of planning
1.3.2 Process of market planning
1.3.3 Strategic company planning and marketing planning
1.4 Marketing ethics and corporate social responsibility
1.4.1 Criticisms of marketing
1.4.2 Responses to criticisms
1.4.3 A Societal orientation in marketing
Unit 2 Understanding and Targeting Customers
2.1 Consumer markets and consumer buying behavior
2.1.1 Dimensions of buyer behaviour
2.1.2 Influences on consumer behavior
2.1.3 The buyer decision-making process
2.1.4 Types of buying-decision behaviour
2.2 Business markets and business buyer behavior
2.2.1 Types of business markets
2.2.2 Dimensions of business buyer behavior
2.2.3 Influences on business buyers
2.2.4 Business buying process
2.2.5 Institutional and government markets
2.3 Segmenting markets, targeting and positioning
2.3.1 Market segmentation and its role in developing marketing strategy
2.3.1.1 Defining markets
2.3.1.2 Why segment markets?
2.3.1.3 Criteria for effective segmentation
2.3.1.4 Bases for segmenting consumer and business markets
2.3.1.5 Evaluating market segments
2.3.2 Targeting strategies
2.3.3 Positioning strategies
2.4 Marketing research and information systems
2.4.1 Importance of marketing research
2.4.2 Approaches to conducting marketing research
2.4.3 Marketing research process
2.4.4 Role of marketing information systems
2.4.5 Components of marketing information system
Unit 3 Product, Branding, Packaging and Service Decisions
3.1 Product planning and development
3.1.1 Defining a product
3.1.2 Classification of goods
3.1.3 Importance of product innovation and development of new products
3.1.4 Organizing for product innovation
3.1.5 New product development process
3.1.6 Customer adoption process
3.1.7 Strategic issues in expending the product range
3.2 Product-Mix strategies
3.2.1 Product line and product mix
3.2.2 Product-mix strategies
3.2.3 The concept of product life cycle
3.2.4 Planned obsolescence and fashion
3.3 Brands, packaging and other product features
3.3.1 The benefits of brands
3.3.2 Brand strategies
3.3.3 Buying versus building brands
3.3.4 Valuing brands
3.3.5 Packaging and labeling
3.3.6 Other image-building features
3.4 Services marketing
3.4.1 Nature and importance of services
3.4.2 Classifying services
3.4.3 Marketing mix for services
3.4.4 Marketing in non-profit organization
Unit 4 Pricing
4.1 Pricing objectives and price determination
4.1.1 Nature and importance of price
4.1.2 Pricing objectives
4.1.3 Factors influencing price determination
4.1.4 Assessing price competitiveness
4.2 Product life cycle pricing
4.3 Psychological pricing
4.4 Pricing models
4.4.1 Market-based pricing model
4.4.2 The cost plus pricing model
4.4.3 The value-based pricing model
4.5 Pricing strategy and break-even analysis
4.6 Pricing strategy decisions
4.6.1 Discounts and allowances
4.6.2 Geographic pricing strategies
4.6.3 One price versus flexible prices strategy
4.6.4 Skimming and penetration pricing
4.6.5 Price and non-price competition
4.6.6 Pricing for business buyers
Unit 5 Distribution
5.1 Retailing
5.1.1 Role of intermediaries in a value chain
5.1.2 Nature of retailing
5.1.3 Retail locations
5.1.4 Classification of retailers
5.1.5 Issues and trends in retailing
5.2 Franchising
5.2.1 Types of retail franchise
5.2.2 Advantages and disadvantages of franchising
5.2.3 Trends in franchising
5.3 Wholesaling
5.3.1 Nature and importance of wholesaling
5.3.2 Types of wholesalers
5.3.3 Facilitating agencies
5.3.4 Trends in wholesaling
5.4 Channels of distribution
5.4.1 Types of distribution channels
5.4.2 Selecting a channel of distribution
5.4.3 Conflict and cooperation in distribution channel
5.4.4 Legal issues in channel management
5.5 Management of physical distribution
5.5.1 Nature and importance of physical distribution management
5.5.2 The strategic use of physical distribution
5.5.3 Major tasks in physical distribution management
5.5.4 Ethical issues in distribution
Unit 6 Promotion
6.1 The promotional programme
6.1.1 Meaning and importance of promotion
6.1.2 The communication process
6.1.3 Determination of promotional mix
6.1.4 Setting the total promotional budget
6.2 Managing personal selling
6.2.1 Forces affecting sales
6.2.2 Types of selling
6.2.3 Nature and importance of personal selling
6.2.4 Personal selling skills
6.2.5 S ales management
6.2.6 Evaluating a sales person's performance
6.3 Direct marketing
6.3.1 Defining direct marketing
6.3.2 Reasons of growth in direct marketing activity
6.3.3 Direct marketing tools
6.3.4 The direct marketing process
6.3.5 Nature and uses of database marketing
6.3.6 Customer relationship management
6.3.7 Media decision
6.3.8 Ethical issues in direct marketing
6.4 Managing advertising and sales promotion
6.4.1 Nature and objectives of advertising
6.4.2 Developing an advertising campaign
6.4.3 Evaluating the advertising efforts
6.4.4 Organizing for advertising
6.4.5 Sales promotion
6.4.6 Publicity and public relations
Unit 7 Competition and Marketing
7.1 Competitive forces in the market place
7.2 Competitors and competitive advantage
7.2.1 Analyzing competitive industry structure
7.2.2 Competitor analysis
7.2.3 Competitive advantage
7.2.4 Creating a differential advantage
7.2.5 Creating cost leadership
7.3 Developing competitive marketing strategy
7.4 The nature of competitive behaviour
7.5 Developing competitive marketing strategies
7.5.1 Build strategy
7.5.2 Hold strategy
7.5.3 Niche strategy
7.5.4 Harvest strategy
7.5.5 Divest strategy
Unit 8 Marketing Implementation
8.1 Implementation of marketing strategy and performance evaluation
8.1.1 Internal marketing
8.1.2 Developing implementation strategies
8.1.3 Evaluating marketing performance
8.1.4 Barriers to the implementation of the marketing concept
8.2 Marketing organization
8.3 Marketing control
8.3.1 Principles of control
8.3.2 Strategic control
8.3.3 Operational control
8.3.4 Benchmarking
8.4 International marketing
8.4.1 Domestic marketing and international marketing
8.4.2 Deciding whether to go international
8.4.3 Deciding which markets to enter
8.4.4 Deciding how to enter a foreign market
8.4.5 Developing international marketing strategy
8.4.6 Organizing for international operations
Unit 9 Digital Marketing
9.1 Defining digital marketing
9.2 Elements of the digital age
9.3 Digital marketing and the traditional marketing mix
9.4 Digital marketing planning
9.5 Digital marketing media
9.6 Organizational competences for digital success
9.7 E-Commerce domains
9.8 Conducting E-Commerce
9.9 Challenges of E-Commerce
9.10 Ethical issues in digital marketing
Recommended Text Book
Kotler, Philip and Armstrong,
Additional
William J. Stanton, Charles Futrell Fundamentals of Marketing, latest Ed.
Jobber, David (2007) Principles and practice of marketing, 5th Ed., Maidenhead: McGraw-Hill Education.
Ranchhod, Ashok (2007) Marketing Strategies, Financial Times Prentice Hall.
Baker, M. J. (2006) Marketing: an introductory text, Helensburgh: WP.
Jeromme E. McCarthy, William D. Perreault Jr. Basic Marketing, latest Ed.
=======