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This document outlines the objectives and content of a Marketing Management course. The course aims to help students understand basic marketing theories and develop analytical skills for real-world application. It will cover topics such as developing marketing strategies and plans, conducting market research, creating customer value, and using promotional tools. Students will be assessed through assignments, quizzes, discussions, a midterm, and a final exam. The instructor will use a blended approach of theory and practical examples to promote active learning.

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Marketing Management Mr. Ahsan Ali Ashraf (Lecturer) ahsanali.lhr@gmail.com
 Students understand the basic theories, concepts, methods, variables, problems, practices, processes, and terminology of contemporary marketing.  Begin to develop and utilize analytical, decision- making, and problem-solving skills that approximate "real world" marketing.  Develop a consciousness about the importance of ethics in the marketing discipline. Course Objectives
 Understand the importance in business practice of being marketing oriented.  Describe a range of common strategies for use with each of the various marketing mix tools: product, pricing, promotion, and distribution.  Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation. Learning Outcomes
 Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.  Strategic Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze Published by Houghton Mifflin Company.  Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.  Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall Recommended Books
My basic teaching philosophy for this course is to blend the theory and practice of Marketing Planning and Implementation in a comfortable, supportive & easy language that promotes active learning. Teaching Methodology
Assessment Criteria Your assessment & final grades will be based as per University existing rules. ITEM ASSESSMENT TASK TOTAL MARKS 1 Assignments (4) 10% 2 Quizzes (4) 10% 3 Graded Discussion Topics and Project 10% 4 Mid Term 30% 5 Final Examination 40%
Course Outline  Defining Marketing For The 21st Century  Developing Marketing Strategies And Plans  Gathering Information & Scanning The Environment  Conducting Marketing Research  Creating Customer Value, Satisfaction, and loyalty  Analysing Consumer Markets  Identifying Market Segments And targets  Creating Brand Equity  Setting Product Strategy  Developing Pricing Strategies And Programs  Introducing New Market Offerings  Using Advertising & Promotion To Build Brands  Advertising & IMC Media Planning  Consumer Sales Promotion & Packaging  How Brand Communication Works
Defining Marketing for the 21st Century LECTURE-1
Chapter Questions • Why is marketing important? • What is the scope of marketing? • What are some fundamental marketing concepts? • How has marketing management changed? • What are the tasks necessary for successful marketing management?
What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association Formal Definition)
What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association Formal Definition)
What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
What is Marketed? • Goods • Services • Events and experiences • Persons • Places and properties • Organizations • Information • Ideas
Demand States • Negative Demand • Consumers dislike the product e.g. Vaccination, Dental work • Nonexistent Demand • Consumers may be unaware of the product e.g. Foreign Language course • Latent Demand • Consumers may share a strong need that can’t be satisfied with existing product e.g. Harm less cigarettes, Fuel Efficient cars • Declining Demand • Consumers begins to buy the product less frequently e.g. churches, Govt. Schools • Irregular Demand • Consumers purchases vary on a seasonal, monthly, weekly, daily or hourly e.g. Museums on week days, Travelling Peak Off Peak time • Unwholesome Demand • Consumers attracted to products that have undesirable social consequences e.g. Cigarettes, Alcohol, Drugs • Full Demand • Consumers are adequately buying all products. • Overfull Demand • More consumers would like to buy than can be satisfied.
Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets
Functions of CMOs • Strengthening the brands. • Measuring marketing effectiveness. • Driving new product development based on customer needs. • Gathering meaningful customer insights. • Utilizing new marketing technology.
Core Marketing Concepts • Needs, wants, and demands • 1. Stated needs (The customer wants an inexpensive car.) • 2. Real needs (The customer wants a car whose operating cost, not initial price, is low.) • 3. Unstated needs (The customer expects good service from the dealer.) • 4. Delight needs (The customer would like the dealer to include an onboard GPS navigation • system.) • 5. Secret needs (The customer wants friends to see him or her as a savvy consumer.) • Target markets, positioning, segmentation • Offerings and brands • Value Proposition • Value and satisfaction • Customer value Triad Quality, Service & Price (QSP) • Marketing channels • Communication Channels e.g. Newspapers, Magazines Radio., Television, Mail, Telephone, Billboards, Posters, Fliers, CDs, Audio Tapes & Internet • Distribution Channels e.g. Distributors, Wholesalers, Retailers, & Agents • Supply chain • Competition • Marketing environment • Task Environment e.g. Company, Suppliers, Distributors, Dealers & Target Customers • Broad Environment e.g. Demographic, PESTL • Marketing planning
The New Marketing Realities • Network information technology • Globalization • Deregulation • Privatization • Heightened competition • Industry convergence • Consumer resistance • Retail transformation • Disintermediation Major Societal Forces
New Consumer Capabilities • A substantial increase in buying power • A greater variety of available goods and services. • A great amount of information about practically anything. • Greater ease in interacting and placing and receiving orders. • An ability to compare notes on products and services. • An amplified voice to influence public opinion.
New Company Capabilities • Marketers can use the Internet as a powerful information and sales channel • Marketers can collect fuller and richer information about markets, customers, prospects, and competitors • Marketers can tap into social media to amplify their brand message • Marketers can facilitate and speed external communication among customers • Marketers can send ads, coupons, samples, and information to customers who have requested them or given the company permission to send them • Marketers can reach consumers on the move with mobile marketing • Companies can make and sell individually differentiated goods • Companies can improve purchasing, recruiting, training, and internal and external communications • Companies can facilitate and speed up internal communication among their employees by using the Internet as a private intranet • Companies can improve their cost efficiency by skillful use of the
Company Orientations Toward The Market Place • The Production Concept • Consumers will prefer products that are widely available & inexpensive e.g. Lenovo, Haier etc. • The Product Concept • Consumer favor products that offer the most quality, performance, or innovative features e.g. Rolex etc. • The Selling Concept • Consumers & businesses, if left alone, won’t buy enough of the organization’s products e.g. Insurance, Encyclopedias etc. • The Marketing Concept • Emerged in mid 1950s Customer-Centered “Sense & Respond” e.g. Dell Computer etc.
Marketing Mix and the Customer Four Ps • Product • Product Variety/Quality/ Design/ Features/Brand Name/ Packaging/ Sizes/Services/Warranties/Returns • Price • List Price/Discounts/Allowances/ Payment Period/Credit Terms • Place • Channels/Coverage/Assortments/ Locations/Inventory/Transport • Promotion • Sales Promotion/Advertising/Sales Force/Public relations/ Direct Marketing Four Cs • Customer solution • Customer cost • Convenience • Communication
defining-marketing-for-the-21st-century
The Holistic Marketing Concept • Relationship Marketing • Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. • Integrated Marketing Communication • Integrated marketing communication (IMC) is a process for planning, executing and monitoring the brand messages that create customer relationship. • Internal Marketing • Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
The Holistic Marketing Concept… • Performance Marketing • Financial Accountability • Social Responsibility Marketing Corporate Social Initiatives • Corporate social marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices
defining-marketing-for-the-21st-century
Marketing in an Age of Turbulence • Secure your market share from core customer segments • Push aggressively for greater market share from competitors • Research customers more now, because their needs and wants are in flux • Minimally maintain, but seek to increase, your marketing budget • Focus on all that’s safe and emphasize core values • Drop programs that aren’t working for you quickly • Don’t discount your best brands • Save the strong; lose the weak
 Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.  Strategic Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze Published by Houghton Mifflin Company.  Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.  Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall References & Bibliography
"Unless you try to do something beyond what you have already mastered, you will never grow." - Ronald E. Osborn The End…

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defining-marketing-for-the-21st-century

  • 1. Marketing Management Mr. Ahsan Ali Ashraf (Lecturer) ahsanali.lhr@gmail.com
  • 2.  Students understand the basic theories, concepts, methods, variables, problems, practices, processes, and terminology of contemporary marketing.  Begin to develop and utilize analytical, decision- making, and problem-solving skills that approximate "real world" marketing.  Develop a consciousness about the importance of ethics in the marketing discipline. Course Objectives
  • 3.  Understand the importance in business practice of being marketing oriented.  Describe a range of common strategies for use with each of the various marketing mix tools: product, pricing, promotion, and distribution.  Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation. Learning Outcomes
  • 4.  Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.  Strategic Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze Published by Houghton Mifflin Company.  Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.  Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall Recommended Books
  • 5. My basic teaching philosophy for this course is to blend the theory and practice of Marketing Planning and Implementation in a comfortable, supportive & easy language that promotes active learning. Teaching Methodology
  • 6. Assessment Criteria Your assessment & final grades will be based as per University existing rules. ITEM ASSESSMENT TASK TOTAL MARKS 1 Assignments (4) 10% 2 Quizzes (4) 10% 3 Graded Discussion Topics and Project 10% 4 Mid Term 30% 5 Final Examination 40%
  • 7. Course Outline  Defining Marketing For The 21st Century  Developing Marketing Strategies And Plans  Gathering Information & Scanning The Environment  Conducting Marketing Research  Creating Customer Value, Satisfaction, and loyalty  Analysing Consumer Markets  Identifying Market Segments And targets  Creating Brand Equity  Setting Product Strategy  Developing Pricing Strategies And Programs  Introducing New Market Offerings  Using Advertising & Promotion To Build Brands  Advertising & IMC Media Planning  Consumer Sales Promotion & Packaging  How Brand Communication Works
  • 8. Defining Marketing for the 21st Century LECTURE-1
  • 9. Chapter Questions • Why is marketing important? • What is the scope of marketing? • What are some fundamental marketing concepts? • How has marketing management changed? • What are the tasks necessary for successful marketing management?
  • 10. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association Formal Definition)
  • 11. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Association Formal Definition)
  • 12. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
  • 13. What is Marketed? • Goods • Services • Events and experiences • Persons • Places and properties • Organizations • Information • Ideas
  • 14. Demand States • Negative Demand • Consumers dislike the product e.g. Vaccination, Dental work • Nonexistent Demand • Consumers may be unaware of the product e.g. Foreign Language course • Latent Demand • Consumers may share a strong need that can’t be satisfied with existing product e.g. Harm less cigarettes, Fuel Efficient cars • Declining Demand • Consumers begins to buy the product less frequently e.g. churches, Govt. Schools • Irregular Demand • Consumers purchases vary on a seasonal, monthly, weekly, daily or hourly e.g. Museums on week days, Travelling Peak Off Peak time • Unwholesome Demand • Consumers attracted to products that have undesirable social consequences e.g. Cigarettes, Alcohol, Drugs • Full Demand • Consumers are adequately buying all products. • Overfull Demand • More consumers would like to buy than can be satisfied.
  • 15. Key Customer Markets • Consumer markets • Business markets • Global markets • Nonprofit/Government markets
  • 16. Functions of CMOs • Strengthening the brands. • Measuring marketing effectiveness. • Driving new product development based on customer needs. • Gathering meaningful customer insights. • Utilizing new marketing technology.
  • 17. Core Marketing Concepts • Needs, wants, and demands • 1. Stated needs (The customer wants an inexpensive car.) • 2. Real needs (The customer wants a car whose operating cost, not initial price, is low.) • 3. Unstated needs (The customer expects good service from the dealer.) • 4. Delight needs (The customer would like the dealer to include an onboard GPS navigation • system.) • 5. Secret needs (The customer wants friends to see him or her as a savvy consumer.) • Target markets, positioning, segmentation • Offerings and brands • Value Proposition • Value and satisfaction • Customer value Triad Quality, Service & Price (QSP) • Marketing channels • Communication Channels e.g. Newspapers, Magazines Radio., Television, Mail, Telephone, Billboards, Posters, Fliers, CDs, Audio Tapes & Internet • Distribution Channels e.g. Distributors, Wholesalers, Retailers, & Agents • Supply chain • Competition • Marketing environment • Task Environment e.g. Company, Suppliers, Distributors, Dealers & Target Customers • Broad Environment e.g. Demographic, PESTL • Marketing planning
  • 18. The New Marketing Realities • Network information technology • Globalization • Deregulation • Privatization • Heightened competition • Industry convergence • Consumer resistance • Retail transformation • Disintermediation Major Societal Forces
  • 19. New Consumer Capabilities • A substantial increase in buying power • A greater variety of available goods and services. • A great amount of information about practically anything. • Greater ease in interacting and placing and receiving orders. • An ability to compare notes on products and services. • An amplified voice to influence public opinion.
  • 20. New Company Capabilities • Marketers can use the Internet as a powerful information and sales channel • Marketers can collect fuller and richer information about markets, customers, prospects, and competitors • Marketers can tap into social media to amplify their brand message • Marketers can facilitate and speed external communication among customers • Marketers can send ads, coupons, samples, and information to customers who have requested them or given the company permission to send them • Marketers can reach consumers on the move with mobile marketing • Companies can make and sell individually differentiated goods • Companies can improve purchasing, recruiting, training, and internal and external communications • Companies can facilitate and speed up internal communication among their employees by using the Internet as a private intranet • Companies can improve their cost efficiency by skillful use of the
  • 21. Company Orientations Toward The Market Place • The Production Concept • Consumers will prefer products that are widely available & inexpensive e.g. Lenovo, Haier etc. • The Product Concept • Consumer favor products that offer the most quality, performance, or innovative features e.g. Rolex etc. • The Selling Concept • Consumers & businesses, if left alone, won’t buy enough of the organization’s products e.g. Insurance, Encyclopedias etc. • The Marketing Concept • Emerged in mid 1950s Customer-Centered “Sense & Respond” e.g. Dell Computer etc.
  • 22. Marketing Mix and the Customer Four Ps • Product • Product Variety/Quality/ Design/ Features/Brand Name/ Packaging/ Sizes/Services/Warranties/Returns • Price • List Price/Discounts/Allowances/ Payment Period/Credit Terms • Place • Channels/Coverage/Assortments/ Locations/Inventory/Transport • Promotion • Sales Promotion/Advertising/Sales Force/Public relations/ Direct Marketing Four Cs • Customer solution • Customer cost • Convenience • Communication
  • 24. The Holistic Marketing Concept • Relationship Marketing • Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. • Integrated Marketing Communication • Integrated marketing communication (IMC) is a process for planning, executing and monitoring the brand messages that create customer relationship. • Internal Marketing • Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
  • 25. The Holistic Marketing Concept… • Performance Marketing • Financial Accountability • Social Responsibility Marketing Corporate Social Initiatives • Corporate social marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices
  • 27. Marketing in an Age of Turbulence • Secure your market share from core customer segments • Push aggressively for greater market share from competitors • Research customers more now, because their needs and wants are in flux • Minimally maintain, but seek to increase, your marketing budget • Focus on all that’s safe and emphasize core values • Drop programs that aren’t working for you quickly • Don’t discount your best brands • Save the strong; lose the weak
  • 28.  Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.  Strategic Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze Published by Houghton Mifflin Company.  Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.  Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall References & Bibliography
  • 29. "Unless you try to do something beyond what you have already mastered, you will never grow." - Ronald E. Osborn The End…