Marketing Management Ch1

Topics: Marketing, Marketing strategy, Marketing plan Pages: 7 (1408 words) Published: May 24, 2013
American University of Science & Technology
Faculty of Business and Economics

MKT 500 – Advanced Marketing Management
(Required Major Course for MBA)
Fall 2012 -2013

Catalog Description Controllable and uncontrollable marketing variables In today's business environment. Topics include factors affecting consumer demand and methods of satisfying it, market structure, and product mix-selection, distribution, promotion, pricing, and market research. The course structure, projects and cases are designed to develop the student's ability to generate effective marketing strategies In the face of uncertainty In group and competitive setting. Marketing planning, marketing research, designing and marketing policies will be implemented.

Credit 3 hours

Textbook Marketing Management,

• Philip Kotler, 13th & Millenium Edition, (2009),
Prentice Hall International Edition.
Other required readings will be assigned. These will be available in class. Also, you are expected to keep yourselves current with issues in buyer behavior and marketing strategy by reading newspapers, business magazines, books, and online news sources.

Instructor: Mr. SAWAYA Wissam

Office Hours: Upon a phone call

Course Description

Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This seminar provides an overview of marketing processes and marketing principles, and provides candidates with the opportunity to apply the key concepts to practical business situations.

Course Objectives

Marketing Management is the process of analyzing, planning, implementing and controlling the conception, pricing, promotion and distribution of ideas, goods, and services to be created and exchanged in order to satisfy individual and organizational goals. The basic goal of this seminar is to provide an opportunity for candidates to understand marketing management process and eventually to develop skills in problem solving and decision-making.

Course Outcomes
Candidates should be able moreover by the end of this semester to: 1. Describe how the Internet is changing the ways companies market their products. 2. Identify a target market and its product market segments 3. Apply the marketing mix towards a specific target market. 4. Develop and implement a marketing plan.

5. Evaluate the effectiveness of an existing product marketing strategy. 6. Evaluate marketing strategies in relation to current legal and ethical standards of practice. 7. Demonstrate a clear understanding of major marketing concepts in writing and orally using proper business communications techniques. 8. To apply marketing theory and concepts to what marketers do in “the real world” 9. To use marketing concepts to make business decisions

10. To improve familiarity with current challenges and issues in marketing

Academic Honesty

The emphasis will be mainly on lecture material, case studies and the textbook. Knowledge of this information will be tested by exams. Submitting someone else’s work as your own is not tolerated. The assignments and cases are scaled to be completed by any candidate. Candidates are expected to type their work by themselves on A4 size sheets with proper format for their names, course, section, lecturer, etc. If the lecturer determines that academic dishonesty has occurred, the candidate(s) involved will be given an immediate “F” grade and an “AW” will be issued.

Class Policies

Attendance is obligatory for all candidates. In-class discussion of the material is fundamental to the course. As a result,...
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