Marketing Management

Introduction

The Marketing Management Module is focused on knowing and satisfying target customers with competitively superior offers, which is the key to profitable performance. This process takes place today in an increasingly global, technical, and competitive environment. Marketing is the organization function charged with defining customer targets and the best way to satisfy their needs and wants competitively and profitably.
Marketing management is the conscious effort to achieve desired exchange outcomes with target markets. The marketer’s basic skill lies in influencing the level, timing, and composition of demand for a product, service, organization, place, person, idea or some form of information.

Course content

Assessing Marketing’s Critical Role in Organizational Performance: The core concepts; Marketing management; Company orientations toward the marketplace; The rapid adoption of Marketing Management.
Market-Oriented Strategic Planning
Market segmentation
Developing a position strategy and branding
Marketing channels and distribution
Marketing Research Methodology
Forecasting and Demand Measurement
Analyzing Markets and Buyer Behavior
Developing new market offerings
Setting the Price
Adapting the Price

Course Schedule
Day 1: Understanding Marketing Management and Identifying Marketing Opportunities
Day 2: Identifying Strategies and Marketing Segments, Buying Behavior
Day 3: Marketing Research and Forecasting, Developing and Managing New Products
Day 4: Pricing

Method of Instruction
Lecture and in-class discussion. Emphasis is on text reading and comprehension. Each student will also participate in a series of in-class active learning projects utilizing small group interaction.

A typical day will consist of two parts: the morning session, and the afternoon session. Both sessions will have the following format. During each session a 2-3 hour lecture period will cover the primary material from the chapters assigned. The active learning section then follows The students will be exposed to 1-2 page cases and exercises that are intended to reinforce material from the primary text and topics from the formal lecture. Some videotape will also be used. Students will be asked to meet in small groups to discuss material, reach conclusions, present opinions, and defend those opinions in class. Because of class size, each student may not have an active speaking role every class. However, each student will have had the opportunity to discuss opinions within the small groups that will be used to discover and elaborate on the material given during class.

The lecture period will, to some extent, be based on two-way communications. It is expected that the students will be contributing with questions and examples from their own business experience. A slightly informal setting is to be used.