MARKETING 494
MARKETING MANAGEMENT
Summer 1995
Instructor: Dr. Z. S. Demirdjian
Office Phone: (310) 985-4764
Office: SBA-349
Office Hours: 1:50-2:30 M T W and by appointment
COURSE OBJECTIVES:
The objectives of this course are to introduce students to the approaches,
principles, and problems of marketing decision making under conditions of
uncertainty. The point of view taken is that of a marketing manager responsible
for analyzing opportunities and threats, planning marketing programs, and
controlling marketing operations in the light of a changing economic, social,
and legal environment that poses many constraints and requirements for the
marketing manager.
TEXTBOOK:
Marketing Management, 8th Ed., by Kotler,
Prentice-Hall, 1994.
CLASS ACTIVITIES:
Method of instruction will consist of lectures and case studies. Heavy emphasis
will be laid on solving marketing management problems through cases. Assignment
of cases will be made in class.
GRADING METHOD:
The point system is adopted to make continuous self-evaluation in terms of
grades possible:
First Exam 100 points Standard Scale is used:
Case Analyses 100 points 90% A
Final 100 points 80% B
TOTAL 300 points etc.
SCHEDULE
JUNE CHAPTER
5 Course Orientation; Nature of Marketing
PART I: UNDERSTANDING MARKETING MANAGEMENT
6 Understanding the Critical Role of
Marketing in Organizations and Society 1
7 Laying the Groundwork through Strategic Planning 3
8 Managing the Marketing Process and Marketing Planning 4
PART II: ANALYZING MARKETING OPPORTUNITIES
12 Marketing Information Systems and Marketing Research 5
13 Analyzing Consumer Markets and Buyer Behavior 7
14 Analyzing Industries and Competitors 9
First Exam
PART III: RESEARCHING AND SELECTING TARGET MARKETS
15 Identifying Market Segments
and Selecting Target Markets 11
PART IV: DEVELOPING MARKETING STRATEGIES
19 Marketing Strategies for Differentiating
and Positioning the Marketing Offer 12
20 Developing, Testing, and Launching
New Products and Services 13
21 Designing Marketing Strategies for Market Leaders,
Challengers, Followers, and Nichers 15
22 Designing Strategies for the Global Marketplace 17
PART V: PLANNING MARKETING PROGRAMS
26 Managing Service Businesses and Ancillary Services 18
27 Designing Pricing Strategies and Programs 19
28 Selecting and Managing Marketing Channels 20
29 Managing Retailing, Wholesaling, and
Physical-Distribution Systems 21
JULY
3 Designing Effective Advertising Programs; 23 4 Independence Day!
PART VI: ORGANIZING, IMPLEMENTING AND CONTROLLING MARKETING EFFORT
5
Evaluating and Controlling Marketing Performance
27
6
FINAL EXAM