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    Allama Iqbal Open University, Islamabad (Department of Business Administration) Warning

    Uploaded by

    AR Khan
    This document outlines guidelines and instructions for students completing assignments for a marketing management course at Allama Iqbal Open University. It details that [1] plagiarism will result in penalties, [2] assignments must be completed individually and not borrowed from others, and [3] assignments should be typed and uploaded by the due date to the learning management system. It then provides two assignment questions covering topics like marketing plans and competitor analysis, and instructions for conducting company research and presenting on an assigned topic.

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    © All Rights Reserved
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    Allama Iqbal Open University, Islamabad (Department of Business Administration) Warning

    Uploaded by

    AR Khan
    23 views7 pages
    This document outlines guidelines and instructions for students completing assignments for a marketing management course at Allama Iqbal Open University. It details that [1] plagiarism will result in penalties, [2] assignments must be completed individually and not borrowed from others, and [3] assignments should be typed and uploaded by the due date to the learning management system. It then provides two assignment questions covering topics like marketing plans and competitor analysis, and instructions for conducting company research and presenting on an assigned topic.

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    This document outlines guidelines and instructions for students completing assignments for a marketing management course at Allama Iqbal Open University. It details that [1] plagiarism will result in penalties, [2] assignments must be completed individually and not borrowed from others, and [3] assignments should be typed and uploaded by the due date to the learning management system. It then provides two assignment questions covering topics like marketing plans and competitor analysis, and instructions for conducting company research and presenting on an assigned topic.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    23 views7 pages

    Allama Iqbal Open University, Islamabad (Department of Business Administration) Warning

    Uploaded by

    AR Khan
    This document outlines guidelines and instructions for students completing assignments for a marketing management course at Allama Iqbal Open University. It details that [1] plagiarism will result in penalties, [2] assignments must be completed individually and not borrowed from others, and [3] assignments should be typed and uploaded by the due date to the learning management system. It then provides two assignment questions covering topics like marketing plans and competitor analysis, and instructions for conducting company research and presenting on an assigned topic.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 7

    ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD

    (Department of Business Administration)


    WARNING
    1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING
    THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD
    OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
    2. SUBMITTING ASSIGNMENT(S) BORROWED OR STOLEN FROM
    OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN
    “AIOU PLAGIARISM POLICY”.
    Course: Marketing Management (8423/8511) Semester: Autumn, 2022
    Level: BBA/MBA/M. Com

    Please read the following instructions for writing your assignments.


    (AD, BS, BEd, MA/MSc, MEd) (ODL Mode)
    1. All questions are compulsory and carry equal marks but within a question,
    the marks are distributed according to its requirements.
    2. Read the question carefully and then answer it according to the
    requirements of the question.
    3. Avoid irrelevant discussion/information and reproducing from books, study
    guide or allied material.
    4. Handwritten scanned assignments are not acceptable.
    5. Upload your typed (in Word or PDF format) assignments on or before the
    due date.
    6. Your own analysis and synthesis will be appreciated.
    7. Late assignments can’t be uploaded at LMS.
    8. The students who attempt their assignments in Urdu/Arabic may upload a
    scanned copy of their handwritten assignments (in PDF format) on
    University LMS. The size of the file should not exceed 5 MB.

    ASSIGNMENT No. 1
    Total Marks: 100 Pass Marks: 50

    Q. 1 Describe the nature and contents of a marketing plan. (20)


    Q. 2 Discuss how institutional and government buyers make their buying decisions. (20)
    Q. 3 Define price. Identify and define the internal and external factors affecting a firm’s
    pricing decisions. (20)
    Q. 4 Define salesman and describe the role of salespeople in creating value for
    customers and building customers relationship. (20)
    Q. 5 Explain in detail the steps involved in analyzing competitors. (20)
    ASSIGNMENT No. 2
    Total Marks: 100 Pass Marks: 50

    This assignment is a research-oriented activity. You are required to obtain information


    from a business/commercial organization and prepare a report on the topic allotted to you
    to be submitted to your teacher for evaluation.

    You are required to select one of the following topics according to the last digit of your
    roll number. For example, if your roll number is P-3427180 then you will select topic
    number 0 (the last digit): -
    0. Marketing Information System
    1. Analyzing Competitors and Designing Competitive Intelligence System
    2. Global Marketing Strategies
    3. Marketing Strategies throughout the Product Life Cycle
    4. Marketing Strategies of a Mobile Network Operator
    5. Managing Direct and Online Marketing
    6. Marketing Activities of a Private Bank
    7. Designing and Managing Promotion Tools
    8. Marketing Strategies of an Automobile Assembler Company
    9. Corporate Strategic Planning

    The report should follow the following format:


    1. Title page
    2. Acknowledgements
    3. An abstract (one page summary of the paper)
    4. Table of contents
    5. Introduction to the topic
    6. Practical study of the organization with respect to the topic
    7. Data collection methods
    8. Merits, demerits, deficiencies or strengths of the organization with respect to topic
    under study
    9. Conclusion (one page brief covering important aspects of your report)
    10. Recommendations (specific recommendations relevant to the topic assigned)
    11. References (as per APA format)
    12. Annexes (if any)

    Guidelines for Assignment # 2:


     1.5 line spacing
     Use headers and subheads throughout all sections
     Organization of ideas
     Writing skills (spelling, grammar, punctuation)
     Professionalism (readability and general appearance)
     Do more than repeat the text
     Express a point of view and defend it.

    2
    Workshops
    The workshop presentations provide students opportunity to express their communication
    skills, knowledge & understanding of concepts learned during practical study assigned in
    assignment # 2.

    You should use transparencies and any other material for effective presentation. The
    transparencies are not the presentation, but only a tool; the presentation is the combination
    of the transparencies and your speech. Workshop presentation transparencies should only
    be in typed format.

    The transparencies should follow the following format:


    1. Title page
    2. An abstract (one page summary of the paper)
    3. Introduction to the topic
    4. Practical study of the organization with respect to the topic
    5. Data collection methods
    6. Merits, demerits, deficiencies or strengths of the organization with respect to topic
    under study
    7. Conclusion (one page brief covering important aspects of your report)
    8. Recommendations (specific recommendations relevant to the topic assigned)

    Guidelines for workshop presentation:


     Make eye contact and react to the audience. Don't read from the transparencies or
    from report, and don't look too much at the transparencies (occasional glances are
    acceptable to help in recalling the topic to cover).
     A 15-minute presentation can be practiced several times in advance, so does that until
    you are confident enough? Some people also use a mirror when rehearsing as a
    substitute for an audience.

    Weightage of theory & practical aspects in assignment # 2 & workshop presentations


    Assignment # 2 & workshop presentations are evaluated on the basis of theory & its
    applicability. The weightage of each aspect would be:
    Theory: 60%
    Applicability (practical study of the organization): 40%

    PREPARE YOUR ASSIGNMENT AS PER THE GUIDELINES AND IT MAY BE


    RE-EVALUATED BY THE QUALITY ASSURANCE CELL, DEPARTMENT OF
    BUSINESS ADMINISTRATION ANY TIME.

    3
    MARKETING MANAGEMENT (8423/8511)
    COURSE OUTLINE
    UNIT-1: UNDERSTANDING MARKETING MANAGEMENT
    1.1 Assessing Marketing’s Critical Role in Organizational Performance
    1.1.1 Marketing Management
    1.1.2 Company Orientations Towards the Marketplace
    1.1.3 The Adoption of Marketing
    1.2 Building Customer Satisfaction through Quality, Service and Value
    1.2.1 Defining Customer Value and Satisfaction
    1.2.2 Delivering Customer Value and Satisfaction
    1.2.3 Attracting and Retaining Customers
    1.2.4 Custom Profitability: The Ultimate Test
    1.2.5 Implementing Total Quality Marketing
    UNIT-2: WINNING MARKETS THROUGH MARKET-ORIENTED
    STRATEGIC PLANNING
    2.1Nature of High-Performance Business
    2.2Corporate and Division Strategic Planning
    2.3Business Strategic Planning
    2.4Marketing Process
    2.5Product Planning: The Nature and Contents of a Marketing Plan

    UNIT-3: ANALYZING MARKETING OPPORTUNITIES


    3.1 Managing Marketing Information and Measuring Market Demand
    3.1.1. Marketing Information System
    3.1.2. Marketing Intelligence System
    3.1.3. Marketing Research System
    3.1.4. Marketing Decision Support System
    3.1.5. Overview of Forecasting and Demand Measurement
    3.2 Scanning the Marketing Environment
    3.2.1 Analyzing Needs and Trends in the Macro Environment
    3.2.2 Identifying and Responding to the Major Macro Environment
    Forces
    3.3 Analyzing Consumer Markets and Buying Behavior
    3.3.1 Models of Consumer Behavior
    3.3.2 Factors Influencing Buying Behavior
    3.3.3 Buying Process

    4
    UNIT-4: ANALYZING MARKETING
    4.1 Analyzing Business Markets and Business Buying Behavior
    4.1.1 Organizational Buying
    4.1.2 Institutional and Government Markets
    4.2 Analyzing Industries and Competitors
    4.2.1 Identifying Competitors
    4.2.2 Identifying Competitors Strategies
    4.2.3 Determining Competitors Objectives
    4.2.4 Assessing Competitors Strengths and Weaknesses
    4.2.5 Estimating Competitors Reaction Patterns
    4.2.6 Designing the Competitive Intelligence System
    4.2.7 Selecting Competitors to Attack and Avoid
    4.2.8 Balancing Customer and Competitor Orientations
    4.3 Identifying Market Segments and Selecting Market Targets
    4.3.1 Market Segmentation
    4.3.2 Market Targeting

    UNIT-5: DEVELOPING MARKETING STRATEGIES-I


    5.1 Differentiating and Positioning the Market Offering
    5.1.1 Tools for Competitive Differentiation
    5.1.2 Developing a Positioning Strategy
    5.1.3 Communicating the Company’s Positioning
    5.2 Developing New Products
    5.2.1 Challenges in New Product Development
    5.2.2 Effective Organizational Arrangements
    5.2.3 Managing the New Product Development Process
    5.2.4 Consumer Adoption Process
    5.3 Managing Life-Cycle Strategies
    5.3.1 Product Life Cycle
    5.3.2 Marketing Strategies Throughout the PLC
    5.3.3 Market Evolution

    UNIT-6: DEVELOPING MARKETING STRATEGIES-II


    6.1 Designing Marketing Strategies for Market Leaders, Challengers,
    Followers, and Nichers
    6.1.1 Market Leader Strategies
    6.1.2 Market Challenger Strategies
    6.1.3 Market-Follower Strategies
    6.1.4 Market-Nicher Strategies

    5
    6.2 Designing and Managing Global Marketing Strategies
    6.2.1 Deciding Whether to go Abroad
    6.2.2 Deciding Which Market to Enter
    6.2.3 Deciding How to Enter the Market
    6.2.4 Deciding the Marketing Program
    6.2.5 Deciding the Marketing Organization

    UNIT-7: PLANNING MARKETING PROGRAMS


    7.1 Managing Product Lines, Brands, and Packaging
    7.1.1 Product-Mix Decisions
    7.1.2 Product-Line Decisions
    7.1.3 Brand Decisions
    7.1.4 Packaging and Labeling Decisions
    7.2 Managing Service Business and Product Support Services
    7.2.1 Nature and Classification of Services
    7.2.2 Characteristics of Services and Their Marketing Implications
    7.2.3 Marketing Strategies for Service Firms
    7.2.4 Managing Product Support Services
    7.3 Designing Pricing Strategies and Programs
    7.3.1 Setting the Price
    7.3.2 Adapting the Price
    7.3.3 Initiating and Responding to Price Changes
    7.4 Selecting and Managing Marketing Channels
    7.4.1 Channel Design Decisions
    7.4.2 Channel Management Decisions
    7.4.3 Channel Dynamics
    7.4.4 Channel Cooperation, Conflict, and Competition
    7.5 Managing Retailing, Wholesaling, and Market Logistics
    7.5.1 Retailing
    7.5.2 Wholesaling
    7.5.3 Market Logistics

    UNIT-8: PLANNING MARKET PROGRAM


    8.1 Designing and Managing Integrated Marketing Communications
    8.1.1 View of the Communication Process
    8.1.2 Developing Effective Communications
    8.2 Managing Advertising, Sales Promotion, and Public Relations
    8.2.1 Developing and Managing an Advertising Program
    8.2.2 Sales Promotion
    8.2.3 Public Relations

    6
    8.3 Managing the Sales Force
    8.3.1 Designing the Sales Force
    8.3.2 Managing the Sales Force
    8.3.3 Principles of Personal Selling
    8.4 Managing Direct and Online Marketing
    8.4.1 Growth and Benefits of Direct Marketing
    8.4.2 Customer Databases and Direct Marketing
    8.4.3 Major Channels for Direct Marketing
    8.4.4 Marketing in the Twenty-First Century and Online Marketing
    8.4.5 Growing Use of Integrated Direct Marketing
    8.4.6 Public and Ethical Issues in the Use of Direct Marketing

    UNIT-9: ORGANIZING, IMPLEMENTING, EVALUATING, AND


    CONTROLLING MARKETING ACTIVITIES
    9.1 Company Organization
    9.2 Marketing Organization
    9.3 Marketing Implementation
    9.4 Controlling Marketing Activity

    Recommended Books:
     Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). New Jersey:
    Prentice Hall.

     Dicksan, P. (2008). Marketing Management (International ed.). New York:


    McGraw Hills Inc.

     Doyle, P. (2010). Marketing Management and Strategy (3rd ed.). New York:
    Prentice Hall.

     Jegdesh, S., & Dennis, E. (2009). Marketing Management: A Comprehensive


    Reader (International ed.). New York: McGraw Hills Inc.

    ======

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