Center of Excellence in Higher Education

The first private university in Bangladesh

School of Business and Economics
MBA Program
Course Name:
Marketing Management
Course Code & Section No: BUS620 – 5
Semester: Summer 2020
INSTRUCTOR & DEPARTMENT INFORMATION

1. Instructor Name: Dr. Mohammad Baktiar Rana

2. Instructor Office: NAC985

3. Office Hours: Sunday, & Tuesday (5:00 PM – 7.00 PM)

4. Office Phone: +880-17-2642-7768

5. Email Address: [email protected]

6. Department: Marketing & International Business

7. Links: https://classroom.google.com/u/2/c/MTE1NTg4NTk0NjM5

COURSE & SECTION INFORMATION

Class Time & Tuesday, 7:00 PM -10:10 PM, NAC620

Location
Course
Prerequisite(s)
Course Credit Hours 3:0
Course Description This course introduces students to the concepts and principles of marketing
management. It focuses on the understanding of the nature of marketing and
marketing management, key concepts/components and functions that are common
to most marketing situations. The Marketing Management course exposes students
to a comprehensive and innovative, managerial and practical marketing
management. It provides in-depth exposure to practical example and applications
about managerial decisions.
Course Objectives 1) Understanding marketing concepts and their application to profit-oriented and
non-profit oriented organizations;
2) Applying these concepts to the analysis of marketing problems and development of
appropriate and creative marketing strategies to solve these problems;
3) Understanding the need for a customer orientation in the competitive global
business environment;
4) Having an appreciation that marketing is integrated with other functional areas of
business;
5) Developing an understanding and acquiring skills in how to successfully design and
implement marketing plans and strategies;
6) Understanding the concept of marketing mix and its application in traditional and
novel environments characterized by emerging information technologies;
7) Critically evaluating case studies and analyzing case problems.
Student Learning 1. Comprehend key marketing concepts and strategic processes
Outcomes 2. Use marketing research tools and techniques in decision making
3. Understand consumer orientation in B2C and B2B perspective
4. Execute the marketing mix strategies for product and service sector
5. Craft competitive strategies from local and global perspectives

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LEARNING RESOURCES AND TEXTBOOK(S)

Text Book(s)

Authors Title Edition & Year Publisher ISBN

th
Philip Kotler & Kevin Marketing Management 15 , 2016 Pearson 10: 1-292-
Lane Keller 09262-9

Others (Reference Books, CD ROMS, DVDs, e-Library, Internet, Articles, …)

Resource Type Description Type Comments

1. Internet Business news and Marketing Seeing marketing

information environment management issues in real
business practices

Get a sense of marketing

2. Articles Discuss marketing Academic and management theories and
management issues Trade articles practices.

TEACHING STRATEGY

The class will be conducted through various activities including presentation of concepts and situations,
discussion and exchanges of ideas, student initiative and active involvement, cases reflecting real world
context, and project. Students are expected to actively involve and to take initiative for their own
learning experience.

ASSESSMENT STRATEGY AND GRADING SCHEME

Grading Tool Percentage

Class attendance and participation 5%
Quiz (2) 20%
MID Exam (1) 25%
Assignment/ Term paper 20%
Final Exam 30%

Please Refer to NSU Student Handbook, Section: “Grading Policy”

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CLASSROOM RULES OF CONDUCT

1. You may use your laptops in the class for class related work. Do not use your laptop for non-class
related work or in any manner that will be distracting to other students or the instructor.

2. Use of cell phones in class is not permitted.

3. Students are advised to frequently refer to the Student Handbook of North South University on the
following link: http://www.northsouth.edu/student-code-of-conduct.html

4. Academic Integrity Policy:

School of Business does not tolerate academic dishonesty by its students. At minimum, students must
not be involved in cheating, copyright infringement, submitting the same work in multiple courses,
significant collaboration with other individuals outside of sanctioned group activities, and fabrications.

Students are advised that violations of the Student Integrity Code will be treated seriously, with special
attention given to repeated offences.

Please Refer to NSU Student Code of Conduct, Sections: “Violation of Code” and “Disciplinary
Sanctions”.

LATE ASSIGNMENT POLICY

Promptness is a highly valued attribute in the workplace. Employees are expected to plan ahead to meet
deadlines. Managers reprimand or terminate employees who are repeatedly late in submitting assignments. In
this course, submitting assignments late will be penalized. For each day late, 10 percent will be deducted from
the value of the assignment.

GROUP PROJECTS POLICY

Details about the structure, components, time and criteria for assessment of the project will be announced
during the semester.

EXAMS & MAKE UP POLICY

In order to complete the course, students must submit all the required assignments and sit for the exams.
Make-up exams are not given unless there is a major circumstance preventing the student from sitting in the
exam (official material evidence is required). The timing of the make-up is to be fixed with the instructor of the
course if granted.

Cell phones are prohibited in exam sessions.

ATTENDANCE POLICY

Students are required and expected to attend all classes and participate in class discussions. North South
University mandates to fail students who are absent 25% or more from their classes, even if such absences are
excusable. The one who will attend all the classes will earn full credit for the attendance.

Please Refer to NSU Student Handbook, Section: “Study Principles and Policies”
COMMUNICATION POLICY

All communications should take place using the instructor’s email.

APPROPRIATE USE POLICY

All members of the North South University community must use electronic communications in a responsible
manner. The University may restrict the use of its computers and network systems for electronic
communications subject to violations of university policies/codes or local laws or national laws. Also, the
university reserves the right to limit access to its networks through university-owned or other computers, and
to remove or limit access to material posted on university-owned computers.

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STUDENTS COMPLAINTS POLICY

Students at North South University have the right to pursue complaints related to faculty, staff, and other
students. The nature of the complaints may be either academic or non-academic. For more information about
the policy and processes related to this policy, you may refer to the students’ handbook.

COURSE CONTENTS & SCHEDULE

No Topic Week ‫ا‬Chapter/Assignment

1. Defining Marketing for the New Realities 1 Kotler et al. Chapter 1

2. Developing Marketing Strategies and Plans 2 Kotler et al. Chapter 2

3. Collecting Information and Forecasting Demand 3 Kotler et al. Chapter 3

4. Creating Long-Term Loyalty Relationships 4 Kotler et al. Chapter 5

Analyzing Consumer Markets Kotler et al. Chapter 6
5. Identifying market segments and targets 5 Kotler et al. Chapter 9

6. Quiz & First Mid Exam 6

7. Crafting the Brand Positioning 7 Kotler et al. Chapter 10

8. Creating Brand Equity 8 Kotler et al. Chapter 11

9. Setting Product Strategy 9 Kotler et al. Chapter 13

Designing and Managing Services Kotler et al. Chapter 14
10. Designing and managing integrated marketing channels 10 Kotler et al. Chapter 17
Designing and managing integrated marketing Kotler et al. Chapter 19
communications
11. Managing Digital Communications: Online, Social Media, 11 Kotler et al. Chapter 21
and Mobile
12. Quiz & Second Mid Exam 12

13. Final exam 13

Note: The instructor reserves the right to make changes to the syllabus if necessary.

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