BBA Program

MKT301 Marketing Management

A. Course General Information:

Course Code MKT301

Course Title Marketing Management
Credit Hours 3
Contact Hours/Week 3
Category Program Elective
Type Mandatory in the BBA Program
Prerequisites MGT213 Management Practices and Organizational Behavior, MKT201
Principles of Marketing,
Co-requisites None
Semester/Trimester Spring 2025
Class Time Thursday 12:30 PM-1:50 PM & Saturday 3:30 PM-4:50 PM
Class Location Sec 4- 12B23C, Sec 6- 07A07C
Instructor’s Name Ahmed Fahim Morshed
Office Location Level 5 BBS Department C-36
Email Address fahim.ahmed@bracu.ac.bd
Consultation Hours Thursday & Saturday 11:00 AM – 12:20 PM & 2:00 – 3:20
Mobile Number N/A
Course Coordinator Ms. Takmilla Tabassum

B. Course Catalog Description:

The course focuses on the development of professionalism needed to become successful marketing
managers. It emphasizes on the theories and concepts and current issues of marketing and applications
into responsive marketing strategies that meet the customer needs in the competitive marketing
environment. The course provides a platform for developing marketing strategies and plans, conducting
market research, connecting with customers, crafting the brand positioning, creating value, and
communicating value through IMC strategies and lastly, delivering value by designing the distribution
strategies which essentially meet the criteria of modern marketing in the 21st century.

C. Rationale of the Course:

This core business course is mandatory for all the learners of the BBA program. This is because business
graduates are expected to have a sound understanding of the full range of activities performed by a
marketing-oriented manager. This subject is designed to introduce the key principles and activities
necessary for students to have an appreciation of the importance of the role that marketing plays in the
‘tool kit’ of every organizational leader and manager. The course focuses on marketing philosophy,
concept and application to develop competencies among learners in the marketing area.

D. Course Objectives (COs):

The major objectives of this course are to:

1. Introduce marketing management concepts, frameworks, and their relationships with a new or
existing business.
 2. Develop skills to analyze and synthesize information and derive insights related to marketing and
management from several perspectives.
3. Enhance business communication skills required to work effectively with a marketing team.
4. Provide business students and other professionals with the tools and knowledge to develop
strategies, technologies, and organizations that drive marketing success.

E. Course Learning Outcomes (CLOs):

On successful completion of the course, learners should be able to:

SL. CLO Description

CLO1 Demonstrate marketing concepts and their application to profit-oriented and non-profit-
oriented organizations.
CLO2 Develop required skills to design and implement successful marketing plans and strategies
with the concern of ethical practice.
CLO3 Evaluate the need for a customer orientation in the competitive global business environment
by analyzing case problems.
CLO4 Apply these concepts to the analysis of marketing problems and development of appropriate
and creative marketing strategies to solve the problems.
CLO5 Construct proper marketing mix in traditional and novel environments characterized by
emerging information technologies.

F. Mapping of Course Learning Outcomes (CLOs) with Program Learning Outcomes (PLOs):

PLO1 PLO2 PLO3 PLO4 PLO5 PLO6 PLO7 PLO8

CLO1 ✔
CLO2 ✔ ✔
CLO3 ✔ ✔
CLO4 ✔ ✔
CLO5 ✔ ✔
G. Course Plan specifying CLOs, co-curricular activities (if any), Teaching-Learning and Assessment
Strategies mapped with the CLOs:

Week Topic Teaching- Assessment Correspondin

Learning Strategy Strategy & g CLOs
& Readings Activities
1 ● Introductory class and defining Lecture, Assignment, CLO1
Marketing for the 21st Century Discussions, Quiz, Midterm
o Why is marketing important? Problem solving Exam, Final
o What is the scope of marketing? Exam
o What are some fundamental
marketing concepts?
o How has marketing management
changed?
o What are the tasks necessary for
successful marketing
management?
2 ● Developing Marketing Strategies Lecture, Assignment, CLO1
and Plan Discussions, Quiz, Midterm

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 o Marketing and customer value Problem solving, Exam, Final
o Corporate and divisional Group work (A Exam
strategic planning case will be
o Defining the corporate mission provided)
o Establishing strategic business
unit
o Assigning resources to each SBU
o Assessing growth opportunities
o Organization and organizational
culture
o Marketing innovation
o Business unit strategic planning
o - The business missions
o - SWOT analysis
o - Goal formation
o - Strategic formation
o - Program formation and
implementation
o - feedback and control
o Nature and content of marketing
plan
3 ● Collecting Information and Lecture, Assignment, CLO1
Forecasting Demand Discussions, Quiz, Midterm
o What are the components of a Problem solving Exam, Final
modern marketing information Exam
system?
o What are useful internal
records?
o What makes up a marketing
intelligence system?
o What are some influential macro
environment developments?
o How can companies accurately
measure and forecast demand?
4 ● Conducting Marketing Research Assignment, CLO2
o The Scope of Marketing Research Lecture, Quiz, Midterm
o Research conducted at Small Discussions, an Exam, Final
Companies article will be Exam
o The Marketing Research Process discussed
(in details)
5 ● Creating Long-Term Loyalty Lecture, Assignment, CLO2
Relationships Discussions, Quiz, Midterm
o Building Customer Value, Problem solving Exam, Final
Satisfaction, and Loyalty Exam
o Customer Value Analysis
o Customer-Product Profitability
Analysis
o Attracting and Retaining
Customers

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 o Building Loyalty
o Brand Communities
o Value Creation Practices
o Cultivating Customer
Relationships
6 ● Analyzing Consumer Markets Assignment, CLO3
o How do consumer characteristics Quiz, Midterm
influence buying behavior? Lecture, Exam, Final
o Cultural factors Discussions, Exam
o social factors Problem solving,
o personal factors Group work (a
o What major psychological case will be
processes influence consumer provided)
responses to the marketing
program?
o Motivation
o Perception
o Learning
o How do consumers make
purchasing decisions?
o Level of consumer involvement
o Decision Heuristics and biases
o Mental Accounting
7 ● Midterm Review MID term
● Midterm Syllabus-
o Defining Marketing for the 21st ● Introductory
Century class and
o Developing Marketing Strategies defining
and Plan Marketing
o Collecting Information and for the 21st
Forecasting Demand Century
o Conducting Marketing Research ● Developing
o Creating Long-Term Loyalty Marketing
Relationships Strategies
o Analyzing Consumer Market and Plan
● Collecting
Information
and
Forecasting
Demand
● Conducting
Marketing
Research
● Creating
Long-Term
Loyalty
Relationship
s
● Analyzing

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 Consumer
Markets
8 ● Analyzing Business Markets Assignment, CLO3
o How do business buyers make Quiz, Final
their decisions? [Lecture, Exam
o How can companies build strong Discussions,
relationships with business Problem solving
customers?
o How do institutional buyers and
government agencies do their
buying?
9 ● Identifying Market Segments and Lecture, Assignment, CLO4
Targets Discussions, Quiz, Final
o What are the different levels of Problem solving Exam
market?
o segmentation?
o How can a company divide a
market into segments?
o What are the requirements for
effective segmentation?
o How should business markets be
segmented?
o How should a company choose
the most attractive target
markets?
10 ● Crafting the Brand Positioning Lecture, Assignment, CLO4
o How can a firm develop and Discussions, Quiz, Final
establish an effective positioning Problem solving Exam
in the market? How do
marketers identify and analyze
competition?
o How brands are successfully
differentiated?
o What are the differences in
positioning and branding with a
small business?
11 ● Setting Product Strategy [Lecture, Assignment, CLO5
o What are the characteristics of Discussions, Quiz, Final
products and how do marketers Problem solving Exam
classify products?
o How can companies differentiate
products?
o
o Designing and Managing Services
o How do we define and classify
services and how do they differ
from goods?
o What are the new services
realities?

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 o How can we achieve excellence
in services marketing?
12 ● Developing Pricing Strategies and Lecture, Assignment CLO5
Programs Discussions, (ungraded),
o How do consumers process and Problem solving Term paper,
evaluate prices? Final Exam
o How should a company set prices
initially for products or services?
o When should a company initiate
a price change?
o How should a company respond
to a competitor’s price
challenge?
o
o Designing and Managing
Integrated Marketing Channel
o What is a marketing channel
system and value network?
o What work do marketing
channels perform?
o How should channels be
designed?
o What decisions do companies
face in managing their channels?
13 ● Designing and Managing Integrated Lecture, Assignment CLO5
Marketing Communications Discussions, (ungraded),
o What is the role of marketing Problem solving, Term paper,
communications? Group work Final Exam
o What are the major steps in
developing effective
communications?
o What is the communications mix
and how should it be set?
o What is an integrated marketing
communications program?
14 ● Presentation and Review
Group Term paper,
Presentation Final Exam

H. Learning Materials:

 Recommended Reading:
 Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed). Noida. Pearson
India Education Services Pvt. Ltd. (TEXTBOOK)
 Charles W. Lamb, Joseph F. Hair, Carl McDeniel, Essentials of Marketing. (6th ed).
Mason. South-Western Cengage Learning. (REF)

 Supplementary Readings:

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 Related articles will be provided in the class
o

I. Assessment and Evaluation:

 Assessment Strategy & Activities:

1. Attendance in Class Sessions (5%): Class attendance is mandatory (as per BRACU policy).
Learners are strongly encouraged to actively participate in class discussions. Points for
attendance will be given as per BRACU and BBS policies – stated below:

Attendance Percentage Marks

≥ 90% 5.00 out of 5.00
85% < 90% 4.00 out of 5.00
80% < 85% 3.00 out of 5.00
75% < 80% 2.00 out of 5.00
70% < 75% 1.00 out of 5.00
Below 70% 0.00 out of 5.00
(Course instructor’s approval required to take the final exam)

2. Quizzes (15%): Best 2 out of 3 quizzes will be considered for grading purposes. The syllabus, for
the respective quizzes, will be announced in the classes, which usually consists of the topics
covered in classes prior to the date of the quiz. Quiz weighs 15% of the total marks. Specific quiz
time will be announced during the class time and scheduled at least one week before the quiz.

3. Midterm (20%): Midterm exam will take place during the midterm week. It is a 60-70 minutes
exam and the syllabus includes the concepts discussed up to the middle of the semester. The
exam will comprise of short answer questions and problem-solving. There will be no makeup
midterm unless there is a valid reason and that again is at the discretion of the instructor and
the Registrar’s Office.

4. Assignment (Individual and Group) (10% + 10% + 5%): Various problems related to the course
will be assigned during the semester to be solved individually and as a group. Assignments
should be handwritten and submitted timely. Delay in submission will result in the cancellation
of the allotted marks.

5. Final Exam (35%): Final exam will be held at the end of semester to test students’ knowledge
and understanding of the issues discussed over the semester. The test question will include
some combination of short, broad, and problem-solving questions. There will be no makeup final
exam unless there is a valid reason and that again is at the discretion of the Registrar’s Office.

 Marks Distribution:

Activities % of the Total Assessment

Class Attendance and Participation 5%
Quizzes (best 2 out of 3) 15%
Assignment & Presentation (individual and 25%
group)
Midterm Exam 20%
Final Exam 35%
Total 100%

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  Make-up Procedures:

Learners are not encouraged to give make-up mid-term except on certain special circumstances.
Make-up examinations will only be allowed to the learners with extreme medical condition OR
death in the immediate family during the semester. (Recommendations from 30th Syndicate and
69th Academic Council, BoT approved in the 27th meeting)

Learner must notify in writing before the exam if he/she is going to miss the exam and needs to sit
for a make-up exam. Learner needs to apply to sit for the make-up exam by filling out the
appropriate form available at the office, take the necessary approval and submit the form to the
registrar office with required fees for the make-up exam.

 “I” and “W” Grades:

A grade of “I“ (Incomplete) will be granted only as a result of most extreme circumstances - beyond
a learner’s control and only after stringent verification of the circumstance and approval. A grade of
“I” is not given in lieu of an “F” or any other passing grade. Any learner who discontinues attending
class, and who does not officially drop the course/ withdraw from the university, will receive a grade
of “F”.

 Academic Integrity:

Although group-study is encouraged strongly, all learners/groups are expected to complete all
assignments individually. As such, one may not share, lend or borrow another learner’s (group’s)
work in any manner - either on paper, by computer or by word of mouth. Any cheating, plagiarism
and other forms of scholastic dishonesty or misconduct will result in the strictest disciplinary action -
according to the BRACU regulations (please refer to BRACU learner’s Handbook).

J. Grading Policy:

Letter grades for the course will be based on the following scale - as specified in BRACU catalog.

Range of Marks Grade GPA Remarks Range of Marks Grade GPA Remarks
97 T 100 A+ 4.0 Excellent 60 to <65 C 2.0 Fair
o
90 T <97 A 4.0 “ 57 to <60 C- 1.7 “
o
85 T <90 A- 3.7 “ 55 to <57 D+ 1.3 “
o
80 T <85 B+ 3.3 “ 52 to <55 D 1.0 Poor
o
75 T <80 B 3.0 Good 50 to <52 D- 0.7 “
o
70 T <75 B- 2.7 “ <50 to 0 F 0.0 Failure
o
65 T <65 C+ 2.3 “
o
K. Additional Information:

 Instructor’s Expectations of Learners:

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 Learners are expected to strive for excellence in acquiring knowledge – through attending all classes
from start to end; participating actively in class discussions; preparing for class lectures in advance;
spending at least two hours for each class-hour on, self-study, completion of assigned tasks and
preparation for class, quiz, exam, presentation, etc.; and completing and submitting required tasks
on-time.

Learners are also expected to maintain a classroom environment conducive to learning, be

respectful of others’ opinions and be completely honest by implementing the highest ethical
standards. It is also expected that learners will uphold this principle in all their future endeavours,
including their career activities.

 Learner Disability:

Any learner who has a disability that prevents the fullest statement of his/her abilities should
contact the instructor personally. All efforts will be made to devise the appropriate accommodation
in order to facilitate learner’s successful completion of the course.

L. Disclaimer:

Every effort will be made to ensure that the information contained in this document is adhered to;
however, it is subject to change. Changes will be notified in class, in advance. Learners are encouraged to
check with the instructor if there are any doubts. It is the learner’s responsibility to be informed.

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