BBA
Program
MKT301 Marketing Management
A. Course General Information:
Course Code MKT301
Course Title Marketing Management
Credit Hours 3
Contact Hours/Week 3
Category Program Elective
Type Mandatory in the BBA Program
Prerequisites MGT213 Management Practices and Organizational Behavior,
MKT201 Principles of Marketing
Co-requisites None
Semester/Trimester Summer 2024
Class Time Mon-Wed: Section 7- 11:00am – 12:30pm
Class Location 07A-09C
Instructor’s Name Ms. Fairuza Mehreen
Office Location BBS Dept Office, Desk 31
Consultation Hours Mon-Wed (12:30pm – 1:30pm)
Course Coordinator Ms. Takmilla Tabassum
B. Course Catalog Description:
The course focuses on the development of professionalism needed to become successful marketing
managers. It emphasizes on the theories and concepts and current issues of marketing and applications
into responsive marketing strategies that meet the customer needs in the competitive marketing
environment. The course provides a platform for developing marketing strategies and plans, conducting
market research, connecting with customers, crafting the brand positioning, creating value, and
communicating value through IMC strategies and lastly, delivering value by designing the distribution
strategies which essentially meet the criteria of modern marketing in the 21st century.
C. Rationale of the Course:
This core business course is mandatory for all the learners of the BBA program. This is because business
graduates are expected to have a sound understanding of the full range of activities performed by a
marketing-oriented manager. This subject is designed to introduce the key principles and activities
necessary for students to have an appreciation of the importance of the role that marketing plays in the
‘tool kit’ of every organizational leader and manager. The course focuses on marketing philosophy,
concept and application to develop competencies among learners in the marketing area.
D. Course Objectives (COs):
The major objectives of this course are to:
1. Introduce marketing management concepts, frameworks, and their relationships with a new or
existing business.
2. Develop skills to analyze and synthesize information and derive insights related to marketing and
management from several perspectives.
3. Enhance business communication skills required to work effectively with a marketing team. 4.
Provide business students and other professionals with the tools and knowledge to develop
strategies, technologies, and organizations that drive marketing success.
E. Course Learning Outcomes (CLOs):
On successful completion of the course, learners should be able to:
SL. CLO Description
CLO1 Demonstrate marketing concepts and their application to profit-oriented and non-profit
oriented organizations.
CLO2 Develop required skills to design and implement successful marketing plans and strategies
with the concern of ethical practice.
CLO3 Evaluate the need for a customer orientation in the competitive global business
environment by analyzing case problems.
CLO4 Apply these concepts to the analysis of marketing problems and development of appropriate
and creative marketing strategies to solve the problems.
CLO5 Construct proper marketing mix in traditional and novel environments characterized by
emerging information technologies.
F. Mapping of Course Learning Outcomes (CLOs) with Program Learning Outcomes (PLOs):
PLO1 PLO2 PLO3 PLO4 PLO5 PLO6 PLO7 PLO8
CLO1 ✔
CLO2 ✔ ✔
CLO3 ✔ ✔
CLO4 ✔ ✔
CLO5 ✔ ✔
G. Course Plan specifying CLOs, co-curricular activities (if any), Teaching-Learning and Assessment
Strategies mapped with the CLOs:
Week Topic Teaching- Assessment Correspondi
Learning Strategy & ng CLOs
Strategy & Activities
Readings
1 ● Introductory class and Lecture, Assignment, CLO1
defining Marketing for the Discussions, Quiz,
21st Century o Why is Problem solving Midterm
marketing important? o What Exam, Final
is the scope of Exam
marketing?
o What are some
fundamental marketing
concepts?
o How has marketing
management changed?
o What are the tasks
necessary for successful
marketing
management?
2 ● Developing Marketing Lecture, Assignment, CLO1
Strategies and Plan Discussions, Quiz,
o Marketing and customer Problem solving, Midterm
value o Corporate and Group work (A Exam, Final
divisional case will be Exam
strategic planning provided)
o Defining the corporate
mission o Establishing strategic
business unit
o Assigning resources to
each SBU
o Assessing growth
opportunities o Organization
and
organizational culture
o Marketing innovation
o Business unit strategic
planning
o - The business missions
o - SWOT analysis
o - Goal formation
o - Strategic formation
o - Program formation and
implementation
o - feedback and control
o Nature and content of
marketing plan
3 ● Collecting Information Topics not included Assignment, CLO1
and Forecasting in Fall 2024- How Quiz,
Demand can companies Midterm
o What are the components of accurately measure Exam, Final
a modern marketing and forecast Exam
information system? demand?
o What are useful internal
records? Lecture,
o What makes up a Discussions,
marketing intelligence Problem solving
system?
o What are some influential
macro environment
developments?
o How can companies
accurately measure and
forecast
demand?
4 ● Conducting Marketing Topics not Assignment, CLO2
Research o The Scope of included in Fall Quiz,
Marketing 2024- Midterm
Research o Research Exam, Final
o Research conducted at conducted at Exam
Small Companies Small
Companies
o The Marketing Research Lecture,
Process (in details) Discussions, an
article will be
discussed
5 ● Creating Long-Term Lecture, Assignment, CLO2
Loyalty Relationships Discussions, Quiz,
o Building Customer Value, Problem solving Midterm
Satisfaction, and Loyalty Exam, Final
o Customer Value Analysis Exam
o Customer-Product
Profitability Analysis
o Attracting and Retaining
Customers
o Building Loyalty
o Brand Communities
o Value Creation Practices
o Cultivating Customer
Relationships
6 ● Analyzing Consumer Topics not Assignment, CLO3
Markets o How do included in Fall Quiz,
consumer 2024- Midterm
characteristics influence Decision Exam, Final
buying behavior? Heuristics and Exam
o Cultural factors biases,
o social factors Mental
o personal factors Accounting, How
o What major psychological do consumers
processes influence make purchasing
consumer responses to the decisions?,
marketing Level of
program? consumer
o Motivation involvement
o Perception
o Learning Lecture,
o How do consumers make Discussions,
purchasing decisions? Problem solving,
o Level of consumer Group work (a
involvement o Decision case will be
Heuristics and biases o Mental provided)
Accounting
7 ● Midterm Review MID term
● Midterm Syllabus Fall
o Defining Marketing for 2024-
the 21st Century ●
o Developing Marketing Introductory
Strategies and Plan class and
o Collecting Information defining
and Forecasting Demand Marketing
o Conducting Marketing for the 21st
Research Century
o Creating Long-Term ● Developing
Loyalty Relationships Marketing
o Analyzing Consumer Market Strategies
and Plan
● Collecting
Information
and
Forecasting
Demand
● Conducting
Marketing
Research
● Creating
Long-Term
Loyalty
Relationships
● Analyzing
Consumer
Markets
8 ● Analyzing Business Markets o o Topics not Assignment, CLO3
How do business buyers make included in Fall Quiz, Final Exam
their decisions? 2024- How can
o How can companies build companies build
strong relationships with strong
business customers? relationships
o How do institutional buyers with business
and government agencies customers?,
do How do
their buying? institutional
buyers and
government
agencies do their
buying?
[Lecture,
Discussions,
Problem solving
9 ● Identifying Market Segments Lecture, Assignment, CLO4
and Targets Discussions, Quiz, Final Exam
o What are the different levels Problem solving
of market?
o segmentation?
o How can a company divide
a market into segments?
o What are the requirements
for effective segmentation?
o How should business
markets be segmented?
o How should a company
choose the most attractive
target
markets?
10 ● Crafting the Brand Lecture, Assignment, CLO4
Positioning o How can a firm Discussions, Quiz, Final Exam
develop and establish an Problem solving
effective
Page 5 of 9
positioning in the market?
How do marketers identify
and analyze competition?
o How brands are
successfully
differentiated?
o What are the differences in
positioning and branding
with a small business?
11 ● Setting Product Strategy o Topics not Assignment, CLO5
o What are the characteristics included in Fall Quiz, Final Exam
of products and how do 2024-What are
marketers classify products? the new
o How can companies services
differentiate products? realities?
o o How can we
o Designing and Managing achieve
Services excellence in
o How do we define and classify services
services and how do they marketing?]
differ from goods?
o What are the new [Lecture,
services realities? Discussions,
o How can we achieve Problem solving
excellence in services
marketing?
12 ● Developing Pricing Strategies Lecture, Assignment CLO5
and Programs Discussions, (ungraded),
o How do consumers Problem solving Term paper,
process and evaluate Final Exam
prices?
o How should a company set
prices initially for products
or services?
o When should a company
initiate a price change?
o How should a company
respond to a competitor’s
price challenge? o Topics not
o included in Fall
o Designing and Managing 2024-What is a
Integrated Marketing Channel marketing
o What is a marketing channel channel system
system and value network? and value
o What work do marketing network?
channels perform? o What work do
o How should channels be marketing
designed? channels
o What decisions do perform?
companies face in managing
their
channels?
Page 6 of 9
13 ● Designing and Managing Lecture, Assignment CLO5
Integrated Marketing Discussions, (ungraded),
Communications Problem solving, Term paper,
o What is the role of Group work Final Exam
marketing o Topics not
communications? included in Fall
o What are the major steps 2024- What is
in developing effective the
communications? communications
o What is the communications mix and how
mix and how should it be should it be set?
set? What is an
o What is an integrated integrated
marketing communications marketing
program? communications
program?
14 ● Presentation and Review Group Presentation Term paper,
Final Exam
H. Learning Materials:
∙ Recommended Reading:
∙ Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed). Noida. Pearson India
Education Services Pvt. Ltd. (TEXTBOOK)
∙ Charles W. Lamb, Joseph F. Hair, Carl McDeniel, Essentials of Marketing. (6th ed).
Mason. South-Western Cengage Learning. (REF)
∙ Supplementary Readings:
Related articles will be provided in the class
o
I. Assessment and Evaluation:
∙ Assessment Strategy & Activities:
1. Attendance in Class Sessions (5%): Class attendance is mandatory (as per BRACU policy). Learners
are strongly encouraged to actively participate in class discussions. Points for attendance will be
given as per BRACU and BBS policies – stated below:
Attendance Percentage Marks
≥ 90% 5.00 out of 5.00
85% < 90% 4.00 out of 5.00
80% < 85% 3.00 out of 5.00
75% < 80% 2.00 out of 5.00
70% < 75% 1.00 out of 5.00
Below 70% 0.00 out of 5.00
(Course instructor’s approval required to take the final exam)
2. Quizzes (15%): Two out of three quizzes will be considered for grading purposes. The syllabus, for
the respective quizzes, will be announced in the classes, which usually consists of the topics
covered in classes prior to the date of the quiz. Quiz weighs 15% of the total marks. Specific quiz
time will be announced during the class time and scheduled at least one week before the quiz.
3. Midterm (20%): Midterm exam will take place during the midterm week. It is a 60-70 minutes
exam and the syllabus includes the concepts discussed up to the middle of the semester. The
exam will comprise of short answer questions and problem-solving. There will be no makeup
midterm unless there is a valid reason and that again is at the discretion of the instructor and
the Registrar’s Office.
4. Assignment (Individual and Group) (25%): Various problems related to the course will be assigned
during the semester to be solved individually and as a group. Assignments should be handwritten
and submitted timely. Delay in submission will result in the cancellation of the allotted marks.
5. Final Exam (35%): Final exam will be held at the end of semester to test students’ knowledge and
understanding of the issues discussed over the semester. The test question will include some
combination of short, broad, and problem-solving questions. There will be no makeup final exam
unless there is a valid reason and that again is at the discretion of the Registrar’s Office.
Marks Distribution:
Activities % of the Total Assessment
Class Attendance and Participation 5%
Quizzes (best 2 out of 3) 15%
Assignment (individual and group) 25%
Midterm Exam 20%
Final Exam 35%
Total 100%
∙ Make-up Procedures:
Learners are not encouraged to give make-up mid-term except on certain special circumstances.
Make-up examinations will only be allowed to the learners with extreme medical condition OR
death in the immediate family during the semester. (Recommendations from 30th Syndicate and
69th Academic Council, BoT approved in the 27th meeting)
Learner must notify in writing before the exam if he/she is going to miss the exam and needs to sit
for a make-up exam. Learner needs to apply to sit for the make-up exam by filling out the
appropriate form available at the office, take the necessary approval and submit the form to the
registrar office with required fees for the make-up exam.
∙ “I” and “W” Grades:
A grade of “I“ (Incomplete) will be granted only as a result of most extreme circumstances - beyond a
learner’s control and only after stringent verification of the circumstance and approval. A grade of
“I” is not given in lieu of an “F” or any other passing grade. Any learner who discontinues attending
class, and who does not officially drop the course/ withdraw from the university, will receive a grade
of “F”.
∙ Academic Integrity:
Although group-study is encouraged strongly, all learners/groups are expected to complete all
assignments individually. As such, one may not share, lend or borrow another learner’s (group’s)
work in any manner - either on paper, by computer or by word of mouth. Any cheating, plagiarism
and other forms of scholastic dishonesty or misconduct will result in the strictest disciplinary action -
according to the BRACU regulations (please refer to BRACU learner’s Handbook).
J. Grading Policy:
Letter grades for the course will be based on the following scale - as specified in BRACU catalog.
Range of Marks Grade GPA Remarks Range of Marks Grade GPA Remarks
97 To 100 A+ 4.0 Excellent 60 to <65 C 2.0 Fair
90 To <97 A 4.0 “ 57 to <60 C‐ 1.7 “
85 To <90 A‐ 3.7 “ 55 to <57 D+ 1.3 “
80 To <85 B+ 3.3 “ 52 to <55 D 1.0 Poor
75 To <80 B 3.0 Good 50 to <52 D‐ 0.7 “
70 To <75 B‐ 2.7 “ <50 to 0 F 0.0 Failure
65 To <65 C+ 2.3 “
K. Additional Information:
∙ Instructor’s Expectations of Learners:
Learners are expected to strive for excellence in acquiring knowledge – through attending all classes
from start to end; participating actively in class discussions; preparing for class lectures in advance;
spending at least two hours for each class-hour on, self-study, completion of assigned tasks and
preparation for class, quiz, exam, presentation, etc.; and completing and submitting required tasks
on-time.
Learners are also expected to maintain a classroom environment conducive to learning, be respectful
of others’ opinions and be completely honest by implementing the highest ethical standards. It is also
expected that learners will uphold this principle in all their future endeavours, including their career
activities.
∙ Learner Disability:
Any learner who has a disability that prevents the fullest statement of his/her abilities should contact
the instructor personally. All efforts will be made to devise the appropriate accommodation in order
to facilitate learner’s successful completion of the course.
L. Disclaimer:
Every effort will be made to ensure that the information contained in this document is adhered to;
however, it is subject to change. Changes will be notified in class, in advance. Learners are encouraged to
check with the instructor if there are any doubts. It is the learner’s responsibility to be informed.
