COM 2505 Marketing Management


This course is designed to provide an introduction to the theory and practice of marketing. The main areas covered under this course are Introduction to marketing, Developing marketing strategies and plans, The marketing environment, Managing marketing information, Consumer markets and consumer buyer behavior, Creating value for target customers, Product, services and branding strategy, New product development and product-life-cycle strategies, Pricing products, Marketing channels and supply chain management, Designing and managing integrated marketing communications, Managing mass communications: Advertising, sales promotions, Events and public relations, and Managing personal communications: Direct marketing and personal selling.

  • To provide a knowledge in marketing principles, concepts and quantitative techniques used in marketing decision making.
  • To familiarize with the elements of marketing mix (product, pricing, promotion and distribution strategies).
  • To improve the ability to analyze marketing problems and provide practical solutions to these problems.

Upon completion of this course, the students will be able to:

  • Understand the importance in business practice of being marketing oriented and marketing is integrated with other functional areas of business.
  • Learn the fundamentals of implementing the marketing function in organizations.
  • Apply marketing concepts to the analysis of marketing problems and development of appropriate and creative marketing strategies to solve these problems.
  • Use examples from current events and real word marketing situations to apply, illustrate, and discuss different marketing strategies.

1. Introduction to Marketing
1.1 The Importance of Marketing
1.2 The Scope of Marketing
1.3 Company Orientations Toward the Marketplace
1.4 Fundamental Marketing Concepts, Trends, and Tasks

2. Developing Marketing Strategies and Plans
2.1 Marketing and Customer Value
2.2 Corporate and Division Strategic Planning
2.3 Business Unit Strategic Planning
2.4 Product Planning: The Nature and Contents of a Marketing Plan

3. The Marketing Environment
3.1 The Company’s Microenvironment
3.2 The Company’s Macro environment

4. Managing Marketing Information
4.1 Assessing Marketing Information Needs
4.2 Developing Marketing Information
4.3 Marketing Research
4.4 Analysing Marketing Information
4.5 Distributing and Using Marketing Information

5. Consumer Markets and Consumer Buyer Behavior
5.1 Model of Consumer Behavior
5.2 Characteristics Affecting Consumer Behavior
5.3 Types of Buying Decision Behavior
5.4 The Buyer Decision Process

6. Creating Value for Target Customers
6.1 Market Segmentation
6.2 Market Targeting
6.3 Differentiation and Positioning

7. Product, Services, and Branding Strategy
7.1 What is a Product
7.2 Product and Service Decisions
7.3 Branding Strategy
7.4 Services Marketing
8. New Product Development and Product-life Cycle Strategies
8.1 New-Product Development Strategy
8.2 The New-Product Development Process
8.3 Product Life-Cycle Strategies

9. Pricing Products
9.1 Factors to Consider when Setting Prices
9.2 Pricing Strategies
9.3 New-Product Pricing Strategies
9.4 Product-Mix Pricing Strategies
9.5 Price-Adjustment Strategies
9.6 Price Changes

10. Marketing Channels and Supply Chain Management
10.1 The Nature and Importance of Marketing Channels
10.2 Channel Behavior and Organization
10.3 Channel Design Decisions
10.4 Channel Management Decisions
10.5 Marketing Logistics and Supply Chain Management

11. Designing and Managing Integrated Marketing Communications
11.1 The Role of Marketing Communications
11.2 Developing Effective Communications
11.3 Deciding on the Marketing Communications Mix
11.4 Managing the Integrated Marketing Communications

12. Managing Mass Communications: Advertising, Sales Promotions, Events and Public Relations
12.1 Developing and Managing an Advertising Programme
12.2 Deciding on Media and Measuring Effectiveness
12.3 Sales Promotion
12.4 Events and Experiences
12.5 Public Relations

13. Managing Personal Communications: Direct Marketing and Personal Selling
13.1 Direct Marketing
13.2 Interactive Marketing
13.3 Designing the Sales Force
13.4 Managing the Sales Force
13.5 Principles of Personal Selling.

Lectures, seminars, course manuals, workshops, assignments, self study.

(1)       සරත් එස්. නාඔටුන්න, (2016), අලෙවි කළමනාකරණය, තරංජි පි‍්‍රන්ට්ස්.

 

(2)       Philip  Kotler and Gary Armstrong (2008), Principles of Marketing, 12th Edition, Prentice – Hall of India Private Limited, New Delhi.

 

(3)       Philip  Kotler and Kevin Lane Keller (2005), Marketing Management, 12th Edition, Prentice – Hall of India Private Limited, New Delhi.