Course Objective In today’s fast-paced world, marketing has become more complex. Changes in technology and consumer and business needs, as well as, increased globalization pose new challenges for marketers. These events have made marketers more aware of the necessity for careful but speedy analysis and decision-making. The implication is that marketing management as a field of study has become more important. Marketing management is the art of optimal manipulation of the marketing mix to achieve business goals. It encompasses activities such as demand creation and stimulation, positioning, product differentiation, product and brand management among others. All these activities involve planning, analysis, and decision-making. This course is geared toward providing an understanding of the rationale for marketing decisions from a managerial perspective. It also seeks to provide a framework for decision-making that is logical but does not stifle creativity. o meet these goals, this course will require the integration of theory and practice. Students will have to make strategic marketing decisions based on analytical techniques they will learn in this course. They will have to devise a plan that is based on a sound conceptual framework, to implement the decision. It is hoped that through this exercise students will learn the value of marketing management in business.

Recommended Text:

Marketing Management by “Philip Kotler”

Time of Class:

Monday / Tuesday at 9:30am - 11:00am

Assessment Criteria

1. Sessionals                 :  20 (Attendance 05, Presentation 10, Assignment 05)
2. Mid Term Exams       :  30
3. Final Term exam        :  50

Rules and Regulations

1. 80 % class attendance is a must.
2. Assignments would not be accepted after the due date.
3. Originality of work would be ensured in case of assignments.