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   Course Title    Marketing Management
Lecturer    Daria I. Khlebovitch
Institution    Irkutsk State Academy of Economics
Country    Russian Fedaration


I. Introduction

a. Locating the content of the course within the discipline

Marketing Management is a course located within the MARKETING MODULE which is offered for full, part time and MBA students at Irkutsk State Academy of Economics. Within the curriculum of the Department of Service Economy and Management this course is connected with such courses as Basic Marketing, Methods and Techniques of Marketing Researches, Service Marketing (as a whole MARKETING MODULE), Strategic Management, Organizational Behavior. MARKETING MODULE offers during four semesters.

Marketing Management is based on an approach that presupposes a usage of different types of teaching methods. Training methods like lectures, discussions, role-playing, case studies and group work are applied within this course. Moreover during this course students carry out several complex practical tasks which are aimed at reinforcement skills.

Marketing Management has advanced character and contents.

b. Locating the content of the course within the curriculum

The course on Marketing Management is taught in the sixth semester of the Department of Service Economy and Management curriculum. The Marketing Management course comes after Basic Marketing, Methods and Techniques of Marketing Researches courses and gives more specific, modern knowledge and considers the most problematical and intricate issues.

The course consists of lectures (34 hours, 17 weeks) and tutorials (34 hours, 17 weeks). During the semester there are 2 academic hours for lectures as well as for tutorials weekly. The average number of students is 60. They are divided into three groups for tutorials. Duration of the lecture and tutorial is 80 minutes (2 academic hours).

c. Student’s assumed knowledge basis for course participation

Students have to finish studying the following courses: Economics, Sociology, Applied Mathematics, Theory of Management, Statistics, Basic Marketing, Methods and Techniques of Marketing Researches.

 

II. Objectives of the course

a. Academic Aims

The overall aim of the course is to prepare students for a future career in a market environment. Marketing Management supplies the more reflective elements which characterizes a deeper knowledge in marketing.

Marketing Management concentrates on the process of satisfying consumer needs and managing corporate growth and development. The aim of the Marketing Management course is to provide an overview of marketing operations in a management context as well as to give students the knowledge and skills in how to manage the marketing policy in the firm. Marketing Management provides specialists usable marketing knowledge and skills to ensure an organization’s competitiveness.

Marketing Management deals with strategic and operation issues.

The first part of the course is Strategic marketing, issues describe the company’s corporate and marketing strategies and how they affect product and market portfolios. They deal with how the firm allocates resources to products and markets.

The second part of the course is Operational marketing, issues refer to how well the company communicates and implements its marketing strategy. Operational marketing issues relate to ways in which the company designs and controls the marketing mix - product, price, promotion and distribution. These four marketing mix elements must be integrated in the context of the organization’s marketing objectives.

The course gives an advanced knowledge on market analysis, market models, marketing management system development inside different types of enterprises, theory of competition and competitiveness, decision making process in marketing sphere. As a result students get possibilities to apply marketing management concepts and techniques within business. I, as a lecturer, try to compare different theories relating to Russian environment and demonstrate the opportunities and threats they have.

b. Learning Outcomes

This course also provides the opportunity to demonstrate a clear understanding of the marketing management tools and techniques. Marketing Management equips students with relevant knowledge for entering careers in such fields as management of product and brand development, marketing strategy elaboration, marketing planning, competitive analysis, form behavior elaboration, marketing controlling.

  1. Course Detail

The course is divided into 12 themes.

Theme 1 (week 1). Marketing in Society

After studying this theme students should be able to:

  1. Understand the significance of marketing in society and in organizations.
  2. Recognize of components of the marketing concept.
  3. Understand the latest changes within marketing system.
  4. Understand the origin and tasks of Marketing Management.

Contents

What is marketing? A brief history of marketing thought. Origin of Marketing Management, its connection and interaction with traditional management and marketing. Relationship of MM to other business disciplines. The changing nature of marketing (information technology, Internet, globalization of business). The Marketing Mix.

Questions for tutorial

What is the modern marketing concept? What activity are involved in marketing management? How is the scope of marketing beginning to change? Discuss the role of marketing management in creating utility for the customer. Discuss the different definition of marketing and marketing management. Explain what each definition means in practice.

Case

Theme 2 (week 2). Scope of Marketing Management and Marketing Management as a business philosophy.

After studying this theme students should be able to:

  1. Recognize the essence of marketing management philosophy.
  2. Determine the marketing orientation of companies.
  3. Specify the relevant scope of marketing management.
  4. Define the meaning and significance of strategic and organizational aspects of marketing management.

Contents

Marketing Management as a business philosophy. Strategic and operational marketing. Scope of marketing oriented companies. Mission, goals and objectives of marketing oriented companies. Different organizational philosophies. What is customer orientation? The importance of customer / competitor orientation. The importance of being customer-oriented and having an external rather than internal focus.

Questions for tutorial

What is a business mission and why is it important? What is a marketing program? What is a business philosophy?

Class debates:

  • Is there a need for a special marketing management system at Russian enterprises?
  • The process of marketing management development in local market.

Case

Theme 3 (week 3). Marketing decisions

After studying this theme students should be able to:

  1. Know the steps of marketing decisions making.
  2. Evaluate the various sources of data.
  3. Design an effective way for decision making process.

Contents

Business marketing intelligence. The role of information. Components of a decision support system. Knowledge of customers, competition, environment. The process of decision making. System analysis in the process of marketing decisions making. Conditions which are obligatory for decisions making process. Classification of marketing decisions.

Questions for tutorial

Discuss the importance of analyzing organizational strengths and weaknesses in marketing. Why is it important to have knowledge about customers, competition and the environment? How would you assess the quality and value of data? What is the difference between marketing research and marketing intelligence? When should the company engage in decision making process?

Oral presentation

Case

Test

Theme 4 (week 4). Analytical methods in MM.

After studying this theme students should be able to:

  1. Apply business portfolio models to an analysis of markets and competitors.
  2. Specify the implications of the product life cycle for elements of marketing mix.
  3. Recognize how the company must analyze and understand its customers, competitors, its own internal resources and capabilities and the strengths and weaknesses of competitors.

Contents

Situation analysis. Product-market portfolios. Industry portfolio analysis: BCG Growth Share Matrix; General Electric Business Portfolio Matrix. Market investment opportunities. Life cycle models. Segmentation in marketing management.

Questions for tutorial

Evaluate the use of portfolio models in marketing management. What is market opportunity analysis? Why is it important to the firm? Describe the characteristics of the product life cycle. Discuss the advantages of market segmentation. Adopt the business portfolio models to the regional market.

Oral presentation

Case

Theme 5 (week 5). Marketing strategy: formulating, implementation.

After studying this theme students should be able to:

  1. Understand the basic objectives of corporate strategy.
  2. State the function of mission statements, goals and objectives.
  3. Understand strategic marketing as a process by which the organization develops marketing strategies to achieve the organization’s overall goals.
  4. Know the steps of marketing strategy elaboration.

Contents

Marketing’s strategic role. The hierarchy of strategies. Essence of strategic and operational aspects of applied marketing management. Objectives of marketing strategy. Formulating marketing strategy. Mission statements / Goals and strategies. The core strategy in modern society - competitive advantage. Generic marketing strategies.

Questions for tutorial

What are the differences between marketing objectives and marketing strategies? What should marketing strategies cover? What is the relationship between the mission statement and the firm objectives?

Case

Theme 6 (weeks 6-7). Market structure and competitor analysis

After studying this theme students should be able to:

  1. Understand the origin and nature of competition.
  2. Recognize competition at industry, strategic group, product categories and brand level.
  3. Determine key success factors of competitive advantage.
  4. Assess the company’s marketing effectiveness.
  5. Specify the role of different instruments in the company’s competitive strategy.
  6. Develop a competitive strategy.

Contents

Assessing market opportunities. The role of market potential in planning and control. Understanding and analyzing of competition and competitiveness. Key success factors: skills, resources. Competition at the level of the industry, among strategic groups of companies, at the product categories and brand level. Competitive advantages and strategy. Assessing competitive advantage and competitive environment. Price and non-price competition. Cost leadership. First mover advantages. Innovation. Price leader. Competitor’s behavior. Strengths, weaknesses. Reaction of companies to changing competitive circumstances. Indexes for competitiveness evaluation. Michael Porter model.

Questions for tutorial

What are environmental opportunities and threads? How may a company determine the strengths and weaknesses of a competitor? What risks does the firm face if it pursues a cost leadership strategy? Is there an appropriate generic competitive strategy for small companies?

Oral presentation

Case

Individual work. System of indexes for competitiveness evaluation working out: Russian experience.

Test

Theme 7 (weeks 8-11). Managing Marketing Mix

After studying this theme students should be able to:

  1. Classify products in managerially useful ways.
  2. Evaluate various approaches to managing a portfolio of products.
  3. Understand the meaning of positioning.
  4. Recognize the importance of new product decision.
  5. Outline approaches to new product development.
  6. Understand the role of price in marketing management.
  7. Specify the appropriateness of different pricing methods.
  8. Determine the important factors in deciding the promotion mix.
  9. Specify the effects of promotion on the demand for a product.
  10. Recognize the value of each element of promotion mix.
  11. Discuss the concept of a distribution channel in marketing management.
  12. Outline tactical and strategic decisions to be made in channel management.
  13. Specify the important factors to be considered when formulating a distribution strategy.
  14. Identity important aspects of managing channels of distribution.

Contents

Marketing mix concept in marketing management. Three levels of product from marketing management point of view. Meaning of products to consumer. Product line definition. Assessing Product-Market opportunities. Planning product strategy. Marketing strategies over the Product Life Cycle. Positioning. New products. Traps in new product development. Process of new product development.

Pricing process. Approaches to pricing. Price flexibility. Strategic aspects of pricing. Pricing for market segments.

Role of promotion in Marketing. Developing effective communications. Planning the communication process.

Distribution strategy. Tactical and strategic distribution management. Strategic goals for the distribution channel. Developing a distribution policy. Factors affecting choice of channel. Power, conflict and co-operations in the channel.

Questions for tutorials

Describe the concept of the product life cycle and discuss its implications for marketing management. What are the differences between product, market and technological life cycles? How should the company’s product portfolio be managed? Why is it important for the firm to periodically produce new products? What are the various sources for new product ideas? What is an innovation? Why do many new product ideas fail?

What factors influence the price elasticity of demand for a product? How does the equilibrium price come about? Discuss the relevance of competitor prices in the pricing decision. Discuss methods of psychological pricing. List the pricing policies used in practice.

How would you describe the impact of promotion on buyers? What international cultural taboos can influence on promotional mix?

What are the problems associated with different distribution strategies? What are the roles of the different levels of distribution channels? How can information technology affect the channel structure of an industry? Provide examples.

Case

Theme 8 (weeks 12-13). Marketing planning

After studying this theme students should be able to:

  1. Understand marketing planning as a process by which the company understands the marketing environment, needs and wants of customers.
  2. Outline how companies identify and implement the marketing mix in the context of an applied approach.
  3. Specify the steps in the marketing planning process.
  4. Understand the contents of a marketing plan.

Contents

Marketing planning as a detailed analytical and applied set of activities. Identifying and implementation of marketing mix in the context of an applied strategic and tactic marketing plan. Market conditions and planning. Technique for marketing planning. Steps in marketing planning process. Allocating resources. The essence of corporate plan: corporate objectives, mission. Operational marketing plan. Marketing planning questions. Detailed plans and programs: qualities of plans and programs, marketing plan structure, budget.

Questions for tutorial

What kind of plans must be developed by the marketing organization? What do they involve? What are the benefits of marketing planning? Haw may the product life cycle be used as an aid in marketing planning? Distinguish between strategic and tactical planning. What are the principal decisions to be made during the planning of a marketing program? What precise steps must the company take in developing a marketing plan?

Oral presentation

Case

Individual work: Elaboration of marketing plan for business idea realization.

Test

Theme 9 (week 14). Marketing implementation performance and control.

After studying this theme students should be able to:

  1. Identify the skills necessary for effective marketing implementation.
  2. Evaluate the strengths and weaknesses of a number of organizational structures in common use.
  3. Choose appropriate performance criteria to evaluate marketing performance.
  4. Understand the essence of marketing audit.
  5. Understand ways of controlling marketing operations.

Contents

Marketing implementation as an issue of putting marketing strategy into practice. Performance standards and norms. Measuring marketing performance, interpreted marketing ability of a firm. Marketing audit, its structure and objectives. Implementation of business marketing strategy. Planning of marketing audit. Annual plan control. Set of performance criteria. Factors which are included into marketing measures: customer satisfaction, loyalty, new product introduction, market share, sales growth. Controlling the marketing efforts. Ways of marketing operations: sales quotas, financial controls, cash flow management techniques. Questionnaire design for marketing audit.

Questions for tutorial

What kind of activity are included in the process of measuring of marketing performance? What are the relevant criteria which may be used in marketing performance assessment? When is it necessary to review marketing performance standards?

Individual work. Exploitation of questionnaire for marketing audit process.

Theme 10 (week 15). Scope of Benchmarking.

After studying this theme students should be able to:

  1. Understand the essence of benchmarking.
  2. Determine how to use process of benchmarking.
  3. Recognize the role of benchmarking.

Contents

Sources of competitive advantages. Identifying core competence. Process of benchmarking. Leader of industry or brunch.

Questions for tutorial

What sources are available for finding industry leader?

Oral presentation

Case

Theme 11 (week 16). Internal marketing and creating a firm culture

After studying this theme students should be able to:

  1. Know the common characteristics of marketing oriented organizations.
  2. Estimate the marketing potential of firm.
  3. Understand the models of marketing department.

Contents

The nature and essence of internal marketing. Marketing organizations. Organization environment within which marketing decisions are made. Market oriented structure of firm. Implementation of marketing in the company. Number of ways to organize marketing departments: on the basis of functions, products, geographic regions, customer types. The marketing manager’s job.

Questions for tutorial

What bases can be used to organize a marketing department? When are different bases most appropriate? What is meant by a market-focused organization?

Class debate:

  • What kind of marketing management tools can we inculcate in Russian market institutions?

Case

Theme 12 (week 17). Maximarketing.

After studying this theme students should be able to:

  1. Recognize maximarketing as a basic principle if informational economy.
  2. Understand the tools of maximarketing.
  3. Demonstrate how maximarketing can be used to acquire new customers and establish loyalty.

Contents

The essence of maximarketing. The problems and tasks of modern market. The process of choice of maximum aim. New look at advertising. Links between customers and commerce.

Questions for tutorial

The tutorial is devoted to discussion: Are there prerequisites for maximarketing in Russia?

Test

Cases

Marketing Management is a very practical discipline therefore a big numbers of cases and tasks supply. Case studies that will be offered during the course are following:

1. Themes 5, 7

Dannon Milk Products (This case is taken from: Ring L., Newton D., Bordem N., Baggadike E. Decision in Marketing: Cases and Text. - Business Publications, 1984. 830 p.).

2. Theme 6

Heineken NV: Buckler Non-alcoholic Beer (This case is taken from: Halliburton Ch., Hunerberg R. European Marketing, Reading and Cases.- Addison-Wesley, 1993. 489 p.).

3. Themes 1

Salamander and Lenwest: a Joint Venture that Works (This case is taken from: Halliburton Ch., Hunerberg R. European Marketing, Reading and Cases.- Addison-Wesley, 1993. 489 p.).

4. Themes 3, 5

Elle goes European - the Internationalization of Elle Magazine (This case is taken from: Halliburton Ch., Hunerberg R. European Marketing, Reading and Cases.- Addison-Wesley, 1993. 489 p.).

5. Theme 5, 7

Levi’s. A Cut Below Tradition (This case is taken from: Thompson H. Cases in Marketing.- Harper and Row Publishers, 1979. 192 p.).

6. Themes 3, 11

Taking up of managerial decisions about development of marketing department in different firms This case is based on several articles from Russian magazines such as «Marketing», «Marketing in Russia and abroad»).

7. Theme 8

Elaboration of marketing plan for a small hotel.

8. Themes 2, 7

Frank Muller: Elite Watches from Producer come to Russia (This case is taken from: Profile,1997, N 4. Russian magazine).

9. Theme 4

Land Areas Market in Moscow Region (This case is taken from: Business People, 1997. N 84. Russian Magazine).

10. Theme 6

Airlines and Airways in former USSR (This case is based on several articles from Russian magazines such as «Marketing», «Marketing in Russia and abroad»).

11. Themes 6, 10

Medical and Pharmaceutical Industry in Ukraine: Program of Branch Development (This case is based on several articles from Russian magazines such as «Marketing», «Marketing in Russia and abroad»).

 

IV. Assessment

Assessment includes a portfolio which contains evidence that students understand and can apply the methods and techniques required. As a rule each student gets a mark after each theme. In case of excellent studying activity during semester students can get a final grade without a final exam on the basis of the previous assignments. In this case the student must get at least 70% of the final grade during semester and all individual works must be submitted strictly in time. The way of assessment is announced in the beginning of the course.

According to the course structure the following practical assignments are offered during semester:

1. Oral presentation and discussion of one or two article of the recommended literature mentioned.

2. Class debates (topics are):

  • Is there a need for a special marketing management system at Russian enterprises?
  • The process of marketing management development in local market.
  • What kind of marketing management tools can we inculcate in Russian market institutions?
  • etc.

3. Group work (case studies solving).

4. A written report (essay) about marketing policy development of any enterprise in Russia.

5. Individual work. Results have to be submitted in a short report. The topics of individual works are as follows:

  • Elaboration of marketing plan for business idea realization. A written report about has to be submitted.
  • System of indexes for competitiveness evaluation working out: Russian experience.
  • Exploitation of questionnaire for marketing audit process.

6. Final course project (coursework). The topics are offered as well may be determined by student independently.

7. Multiple choice tests (4) during semester.

8. Final exam (it includes test, descriptive questions and small size case).

The final grade is counted by:

  1. Oral presentation and discussion 5%
  2. Class debates 5%
  3. Group work (case studies solving) 10%
  4. A written report 5%
  5. Individual work 15%
  6. Final course project (coursework) 15%
  7. Multiple choice tests 20%
  8. Final exam 25%

 

V. Reading list

  1. Andreeva O. Technology of Business: Marketing. - Moscow: INFRA-M, 1997. (in Russian).
  2. Themes 3, 4, 5, 8

  3. Assel G. Marketing: Principles and strategy. - Moscow: INFRA-M, 1999. (in Russian).
  4. All themes

  5. Bagiev G., Tarasevich V., Ann Kh. Marketing. - Moscow: Economica, 1999. (in Russian)
  6. All themes

  7. Bennet P. Marketing. - New-York: McGraw-Hill book company, 1988. 763 p.
  8. Themes 1, 5, 6, 11

  9. Bradley F., Hughes D., O`Dwyer M. Marketing Management: Providing, communicating and delivering value. - Prentice Hall, 1995. 730 p.
  10. Themes 1, 2, 3, 4, 6, 8

  11. Brevnov A. Marketing of small enterprise. - Kiev: Vira, 1998 (in Russian).
  12. Themes 4, 6, 8, 11

  13. Czinkota M., Kotabe M., Mercer D. Marketing Management: Text and Cases. - Blackwell Business, 1997. 675 p.
  14. All themes

  15. Danko T. Marketing Management. - Moscow: INFRA-M, 1997. (in Russian).
  16. Themes 4, 5, 6

  17. Dibb S., Simkin L., Bredley J. The marketing Planning Workbook. - London, 1989. 219 p.
  18. Theme 8

  19. Dichtl E., Khershgen Kh. Marketing in Use. - Moscow: High School, 1995 (in Russian).
  20. Themes 3, 4, 7, 9.

  21. Dictionary of Marketing terms. - Moscow: INFRA-M, 2000. (in Russian).
  22. All themes

  23. Druker P. Managing for Results. Economic Tasks and Risk-taking Decisions. - Moscow: Grand, 1998 (in Russian)
  24. Themes 3, 8

  25. Durovich A. Marketing in entreprenership. Minsk, 1998 (in Russian).
  26. Themes 5, 6, 8, 11

  27. Green Th. Cases in Marketing.- McMillan Publishing, 1979. 366 p.
  28. All themes

  29. Halliburton Ch., Hunerberg R. European Marketing, Reading and Cases.- Addison-Wesley, 1993. 489 p.
  30. Themes 1, 3, 5, 6

  31. Karlof B. Business Strategy. A Guide to Concepts and Models. - MacMillan Reference Book, 1989. 240 p.
  32. Themes 3, 4, 5, 10, 11

  33. Karminsky A., Olenev N., Primak A., Falko S. Controlling in Business: Methodology and Practical Bases for Controlling in Organizations. - Moscow: Finansy i Statistica, 1998 (in Russian).
  34. Theme 9

  35. Kotler Ph. Marketing Management: Analysis, Planning, Implementation and Control. Saint-Petersburg, 1998. 887 p. (in Russian).
  36. All themes

  37. Kotler Ph. Marketing. How to create, win and dominate markets. Moscow: AST, 2000. 271. (in Russian).
  38. Themes 1, 2, 6, 10, 11, 12

  39. Lash L. The complete guide to customer service. - New-York, John Wiley and Sons, 1989. 216 p.
  40. Themes 1, 12

  41. Linton I. Database Marketing. - Minsk, Amalfeya, 1998 (in Russian).
  42. Themes 3, 8, 11, 12

  43. Pankrukhin M. Cases in marketing. - Moscow, 1998 (in Russian).
  44. All themes

  45. Rapp S., Collins Th. The new Maximarketing. - McGraw-Hill, 1996. 535 p.
  46. Theme 12

  47. Ring L., Newton D., Bordem N., Baggadike E. Decision in Marketing: Cases and Text. - Business Publications, 1984. 830 p.
  48. Themes 5, 7

  49. Schmidt R., Wright H. Financial Aspects of Marketing. - Moscow: UNITY, 2000. (in Russian).
  50. Themes 3, 9

  51. Thompson H. Cases in Marketing.- Harper and Row Publishers, 1979. 192 p.
  52. Themes 5, 7

  53. Trout J. The New Positioning. - Saint-Petersburg: PITER, 2000 (in Russian).
  54. Themes 5, 7, 10

  55. www.dis.ru
  56. All themes

  57. www.marketing.spb.ru
  58. All themes

  59. Zavialov P. Marketing in the schemes, pictures, tables. - Moscow: INFRA-M, 2000 (in Russian)

All themes

Other additional literature includes articles from Russian and foreign magazines.

Hand out materials will be distribute during tutorials. There is a set of video materials.

 

IV. Teaching Methodology

The briefs of the lecture, summary of each theme, end-of-theme questions are given to the students at the end of the previous tutorial, so they can become familiar with the topic and prepare for next class. Every lecture starts from underlining the core questions and ends with a summary.

There is the set of slides (around 50) for overhead. The electronic copies of the slides are available on the website. Each lecture includes illustrations from Russian and international practice. Each illustration provides a more in-depth look at marketing practice. In all of the lectures real company examples are used. The web version of the text of the lectures is provided inside Irkutsk State Academy of Economics’ network. Students can go online and read texts, test themselves, get cases and recommended literature. Students also have the option to submit their answers via the web to me.

The following methods of teaching are used:

  1. Class group work.
  2. Case studies.
  3. Discussion.
  4. Presentation.
  5. Individual work.
  6. Workshop.
  7. Visiting firms and institutions.


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