KathmanduUniversitySchoolofManagement

CourseTitle Semester Credits ClassSchedule Instructor :MarketingManagement :EMBAIITerm :4 :Monday5:30PM8:30PM :AnandTuladhar

CourseObjectives: Thiscourseintendstoprovideanindepthunderstandingofvariousaspectsofmarketingwith emphasisontheapplicationofthemarketingtoolsandtechniquesinmakingdecisions,Itsbasic objectiveare: Tointroducethestudentstomarketingstrategyandtotheelementsofmarketing analysis(customeranalysis,companyanalysisandcompetitoranalysis). Tofamiliarizethestudentswiththeelementsofthemarketingmix(product,pricing, promotionanddistributionstrategies)andenhancetheirproblemsolvinganddecision makingabilitiesintheseareas. Toprovidethestudentswithacomprehensiveframeworktoevaluatemarketing decisionsandtocreatesuccessfulmarketinginitiatives. Toexpandknowledgeofthemarketingfunctionsindifferentindustrieswhileincreasing awarenessofthestrategicandtacticaldecisionsbehindtodaystopperformingbrands. Oncompletionofthecourse,thestudentswillbeabletodemonstrateanunderstandingof: Themajorconceptsandtoolsofmarketing Buildingcustomersatisfactionandvalue Strategicplanninganditsimpactonmarketingplans Conductcomprehensivemarketanalysis Measuringmarketdemand Analyzingconsumerandbusinesssegments Identifyingmarketsegmentsandselecttargetmarkets Developingnewmarketoffering GlobalMarketing Managingproductlinesandbrands Designingpricingstrategies Managingmarketingchannels Managingintegratedmarketingcommunications Managingthetotalmarketingeffort Identifyandevaluatemarketingopportunities Gettingacquaintedtocontemporarymarketingdevelopmentsandenvironment

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CoursePhilosophy
Thebasicteachingphilosophyforthecourseistoblendthetheoryandpracticeofmarketing managementinacomfortable,supportiveclassroomenvironmentthatpromotesactive learning.Agoodtheoryisinvaluablebecauseitstructuresproblemsandsuggestspossible solutions.Myviewisthatthemostcriticallyimportantconsiderationinmarketingis understandingtheconsumer,hencemanytheoriescoveredwillformaconsumerbehavior perspective. Marketingisbothanartandascience.Thus,fewmarketingsituationshaveadefinitiveanswer, andafewhaveunqualifiedanswertothebestmarketingprogram.Yet,mybeliefisthatby providingyouwithrelevantandcomprehensivetheories,andalltheaccompanyingideas, concepts,mechanisms,andmodelsthatgoalongwiththat,youcanmakemoreinformed decisionsthatwillhaveagreaterprobabilityofsuccess. Thecoursereadingandactivitiesaredesignedtohelpblendtheoryandpractice.Thetextbook willcoverthebasicconceptsandtheoreticalframework.Additionalreadingandcasestudies willsupplementthesetheoriesandprovidecurrentthinkingonkeytopics.Thesecaseswill allowustoapplythesetheoriestorealmarketingproblems.

CaseStudies
Thecasemethodwillbeheavilyemphasizedinthiscourse.Theamountyoulearnfromacase dependsonhowcarefullyyoureaditandhowwellyouanalyzeit.Readeachcasethoroughly andcometoclassreadytocontributetodiscussions,justasthoughyouwerepreparingfora bigmeetingatwork.Dontbepassive;dontexpectsomeoneelseintheclasstodotheanalysis orcomeupwiththatgreatsolutiontothefirmsproblem.Thesecaseswillnotalwayscover everyissue,buttheywillgiveyouagoodbasisfordiscussion.

CourseParticipation
Courseparticipationdoesnotmeantheamountyoutalkinclassitmeansparticipationin theclassasawhole.Thus,thereareactuallymanywaystoimproveparticipationgrades: InClassParticipation:Manypeopleareintimidatedbytheobligationofspeakingup inclass.Dontbe.Youranxietywillbereducedonlythroughpractice.Getting comfortablewithpublicspeakingwillgiveyouahugecareeradvantage.Heresthe secrettocuttingstresslevelBEPREPARED.Yourclassparticipationgradeisweighted heavilyinfavorofqualityoverquantity. CurrentEvents:Bringacurrentevent(usuallyanarticlefromthenewspaperor magazine,orsometimesanadvertisement,promotionalmaterial,oractualnewproduct oranything).Itshouldberelevanttothetopicwearediscussinginclass,statewhyyou founditinterestingandhowitisrelevant.Readingthemarketingandadvertising columnsofthenewspapersandbusinesspresscanprovidegreatopportunitiesforclass participation.

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Attendance:Obviously,youcannotparticipateifyoudonotattendclass.However,I realizethatotherobligationscansometimesconflictwithclassattendance,despiteyour bestefforts.Eachstudentisallowedmaximumtwoabsenceswithoutpenalty. Resume:Tohelpmelearnmoreaboutyou,yourworkexperienceandyourinterest, yourresumewithascannedphotographisdueonthesecondsession.Pleasebringa printoutorEmailme.

MarketingPlan
Studentswillformmarketingteams(consistingof45members)toworkonaproject.Your assignmentistopickupaproject(maybebeexistingorhypothetical),analyzetheexisting marketingscenariofortheproductandcomeupwithyourplanorrecommendthe strategiesforthefuture.Everyteammuststudyadifferentproductcategory,andproducts areassignedonafirstcome,firstservedbasis. Youcanchooseanyproductorservice.Theideabehindpreparingamarketingplanisto havestudentsconductanindepthexaminationofproductsoftheirchoice.Thegoalofthe marketingplanistoequipstudentswithbetterunderstandingofmarketanalysis,planning, implementationandcontroloftheirmarketingactivities.Studentsareencouragedtp consulttrademagazinesandbusinesspublications,andconsultwiththecompanysources. Furthermore,youareexpectedtoconductyourownsurveyaspartofthemarketing research. Theformalrequirementforthemarketingplanprojectistwoprogressreportsandafinal paperwithpowerpointpresentation,asfollows: ProgressReports:Thefirstprogressreportisdueonthe5thsession.Allthatyou needtoincludewiththisreportisthenameofyourteammembersandthetop threeproductsthatyouareinterestedinstudying.Thesecondprogressreportis dueonthe10thsession.Thisreportshouldsketchyourpreliminaryvisionofexisting marketingscenario,trends,environmentalanalysisandconsumeranalysis. FinalReport:Thefinalreportisdueonthelastsessionofthetrimester.Thefinal reportconsistsofanexistingmarketingscenario,environmentalanalysis,consumer analysis,marketopportunityanalysis,possibleopportunities,andmarketing objectives,strategicplanningtoreachtheobjectiveandcontrolmeasuresfor marketingactivities. Yourwrittensummaryshouldnotexceed45singlespacedtypedpages,plusaonepage executivesummaryandappendicesasnecessary(1inchmargin,12pointtype).Eachteamwill presenttheirmarketingplantotheclassina30minutepresentationthelastweekofthe trimester.InadditionIwouldlikeacopyofthepresentationslidesonthedayofthe presentation. Eachofyouwillbeaskedtoevaluatethecontributionofyourteammembersattheconclusion ofthecourse.Thisevaluationwillbeusedindeterminingtheprojectevaluation.Eachstudent willreceiveateamprojectgradethatisproportionatetotheirparticipation,asassessedbythe otherteammembers.
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ConsultationandAssistance
Thecourseinstructorisavailabletoassistyouachievethelearningobjectivesofthiscourse. Whenyouneedanyassistancepleasegetintouchwithmeimmediately.Youarefreetoemail meorcallwheneveryouneedassistance.Pleasedonotwaittillthelastmoment. Plagiarism Giventhatthisisaprofessionaldegree,anacademicdishonestyisunethicalandthe consequencesaresevere.Inotherwords,ifyoucopyyourfriendsworkorborrowascholars ideawithoutpropercitation,thisconstitutesplagiarism.KathmanduUniversitySchoolof Managementhadnotoleranceforactsofscholasticdishonesty.Studentswhoviolate Universityrulesonscholasticdishonestyaresubjectedtodisciplinarypenalties,includingthe possibilityoffailureinthecourse.Sincedishonestyharmstheindividual,allstudents,andthe integrityoftheUniversity,policiesonscholasticdishonestywillbestrictlyenforced.

RespectandCivility
Itisexpectedthatyoutreatyourinstructorandyourcolleagueswithrespect,sensitivity,and opennesstonewanddifferentideas.Distractivepractices,suchastardyentrances,leavingthe roomwhiletheclassisinsession,ringingcellphones,cellphoneconversation,excessive conversationwithotherstudentsandconductingunrelatedclassdiscussionwillloweryour participategrades.

ClassAssignmentsFormat
Yourdocumenttellsreadersalotaboutyouandyourprofessionalattitudes.Soallyour documentsmustlookneat,presentaprofessionalimage,andbeeasytoread.Youraudiences firstimpressionofadocumentcomesfromthequalityofpaper,thewayitiscustomized,and itsgeneralappearance,soasalearningprocessallassignmentsmustbesubmittedinaprint outformatandanyhandwrittendocumentwillnotrepeatnotbeaccepted.

MarketingManagementSessionSchedule
Session1:IntroductoryClass 2:DefiningMarketingforthe21stCentury 3:DevelopingMarketingStrategiesandPlans 4:GatheringInformationandScanningtheEnvironment 5:CreatingCustomerValue,Satisfaction,andLoyalty 6:CaseAnalysisandDiscussion1 7:AnalyzingConsumerMarkets 8:AnalyzingBusinessMarkets 9:IdentifyingMarketSegmentsandTargets 10:DealingwithCompetition 11:SettingProductStrategy 12:DesigningandManagingServices 13:CaseAnalysisandDiscussion2
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14:DevelopingPricingStrategiesandPrograms 15:DesigningandManagingIntegratedMarketingCommunications 16:ManagingMassCommunication:Advertising,SalesPromotions,Eventsand Experiences,andPublicRelations 17:ManagingPersonalCommunications:DirectandInteractiveMarketing,Wordof Mouth,andPersonalSelling 18:CaseAnalysisandDiscussion3 19:IntroducingNewMarketOfferings 20:ManagingaHolisticMarketingOrganizationfortheLongRun 21:FinalMarketingPlan:GroupPresentationandDiscussion Pleasenotethatinallthesessionwewillbehavingpresentations,shortcasediscussionsand comepreparedasclassquizwillbeheldatrandom.

References
TextBook:MarketingManagementbyPhillipKotler,KevinKeller,AbrahamKoshyand MithileswarJhaASouthAsiaPerspective13thEdition.2009 References: 1. MichealJEtzel,BruceJWalker,WilliamJSanton,AjayPanditMarketingConceptsand Cases13thEdition,TheMcGrawHillCompanies,Inc 2. KelloggonMarketingpublishedbyJohnWiley&Sons,Inc.,USA 3. PrinciplesofMarketingbyPhilipKotler,GaryAmstrong,PrafullaAgnihotriandEshanul Haque13thEdition,PearsonEducationInc.2010 4. MarketingPlanningandStrategy,7thEdition,2007,ThompsonLearningInc.

Evaluation
Studentswillbeevaluatedonthebasisofclassparticipation,casepresentationanddiscussion, classquiz,projectwork,classattendance,midtermexaminationandfinalexamination.The followingwightagedistributionwouldapplytoassesstheoverallperformanceofthestudents. 1. FinalTermExamination 25 2. MidtermExamination 15 3. MarketingPlan(TermPaper) 20 4. CasepresentationandDiscussion 20 5. ClassAssignments 10 6. ClassParticipation 10 Total 100

Exams
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Therewillbetwoexaminationsworth40marks.Theobjectiveoftheexaminationistotestyour learninginthecourseandallowyoutodemonstrateyourabilitytoindependentlyapplythe frameworksandconstructswehavediscussed.

ContactInformation AnandTuladhar

anandt@wlink.com.np Cell:9851020842 Office:4241529 ViceChairman TheBluebirdMall TheBluestarComplex Tripureswar,Kathmandu

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