MARKETING MANAGEMENT



The Islamic University Of Gaza

Faculty of Commerce

Business Administration Department

Marketing Management

First Semester

Instructor: Dr. Rushdy Abd- Elatief Wady

Web Site: dr wady.marketing @

Campus: Islamic University Of Gaza

Required Materials

Marketing Management, 13th edition, by Kotler/Keller, Prentice-Hall 2009, ISBN 0-13-600998-0 and The Marketing Plan Handbook with Marketing Plan pro, by Wood, Prentice-Hall 2008, 0-13-513628-8.

COURSE DESCRIPTION

The characteristics and management of markets are described in topics that include the marketing environment, components of the marketing mix, market segmentation, and planning.

Course Description

|Week number |The topic |

|1 |Chapter 1: Defining Marketing for the 21st Century |

|2 |Chapter 3: Gathering Information and Scanning the Environment |

|3 |Chapter 5: Creating Customer Value, Satisfaction, and Loyalty |

|4 |Chapter 6: Analyzing Consumer Markets |

|5 |Chapter 8: Identifying Market Segments and Targets |

|6 |Chapter 10: Crafting the Brand Positioning |

|7 |Chapter 11: Dealing with Competition |

|8 |Chapter 14: Developing Pricing Strategies and Programs |

|9 |Chapter 16: Managing Retailing, Wholesaling, and Logistics |

|10 |Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and |

| |Public Relations |

|11 |chapter 20: Introducing New Market Offerings 439 |

|12 |Chapter 21: Tapping into Global Markets 459 |

|16 |Final exam |

COURSE PERSPECTIVE

The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the organization, regardless of the title applied to the activity. Typically, it is called corporate marketing, strategic marketing, or marketing management. For our purposes they all involve essentially the same process, even though the actors and activities may differ. The course will provide you with a systematic framework for understanding marketing management and strategy.

The course is intended for:

• Marketing concentration students who wish to deepen their understanding of marketing management in a strategy-planning context.

• Non-marketing concentration students who desire a course in marketing strategy, with a management and planning orientation.

COURSE GOALS

To further disseminate and develop the knowledge and skills in the essential aspects of marketing management, marketing strategy, and emerging New Economy marketing applications, with a focus on the development and execution of programs, audits, and plans.

COURSE OBJECTIVES

This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. The course addresses strategic issues such as:

• What business should we be in?

• What are our long-term objectives?

• What is our sustainable marketing competitive advantage?

• Should we diversify?

• How should marketing resources be allocated?

• What marketing opportunities and threats do we face?

• What are our marketing organizational strengths and weaknesses?

• What are our marketing strategic alternatives?

To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan.

Method of Instruction

The course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings.

EVALUATION

Evaluation will be based on one examinations, the submission of all of the marketing plan material and your final group oral and presentation. .

The weightings for the individual components are as follows:

- Final Exam 50 points

- Student Participation 15

- Written comprehensive report 20

- Presentation

Total 100

Thank You !

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