Marketing Management

Marouf Dwaikat's picture
Course Code: 
Course Outline: 

An-NajahNational University

Faculty of Economics and Administrative Sciences

Marketing Department

(MAR57222) Marketing Management

Course Outline

Spring Semester/2009/2010

Lecturer: Marouf Dwaikat

Required Textbook: Marketing Management                   13th Edition

Authors: Philip Kotler & Keller

Course Description:

This course provides students with skills on how to apply administrative jobs in marketing activity, marketing planning skills, marketing organization, implementation of marketing activities and finally marketing control and auditing.

Course Objectives:

This course addresses the following tasks that constitute modern marketing managements in the 21st century and aims to equip students with the ability to:

  1. Developing marketing strategies and plans
  2. Capturing marketing strategies and plans.
  3. connecting with customers
  4. Building strong brands
  5. shaping the marketing offerings
  6. delivering and communicating value
  7. Creating successful long term growth

Course Themes:

Good marketers are practicing holistic marketing. Holistic marketing is the development, design and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of today's marketing environment, the following are the key themes of holistic marketing:

  1. internal marketing
  2. Developing  marketing strategies and plans
  3. capturing with customers
  4. Building strong brands
  5. shaping the marketing offerings
  6. Delivering and communicating Value
  7. Creating successful long- term growth

 Course Dimensions:

The following are the key dimensions of holistic marketing: 

  1. Internal marketing: Ensuring everyone in the organization embraces appropriate marketing principles, especially senior management
  2. Integrated marketing: Ensuring that multiple means of creating, delivering and communicating value are employed and combined in the best way.
  3. Relationship marketing : having rich, multifaceted relationships with customers, channel members and other marketing members
  4. Understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social and environmental effects.

Conduct of the course:

This course will be taught by lectures and student discussions.

Lectures, Textbook, assignments, exams, and all others audio visual aids and materials will be in English language.

*     You must complete all the reading assignments. You are required to read all chapters detailed in the course outlines.

  • You are expected to complete all assigned  housework if any, and on time
  • You are to actively participate in class discussion.
  • Attendance will be subject to the University policy regarding attendance.
  • Exams: Different kinds of questions will be used in exams like: True/ False, multiple choice, filling, matching, discussion questions (essay type questions).  




Assignments / Quizzes if any       5%

First Hour Exam                       20%

Second Hour Exam                   20%

Participation in class discussion 5%

Final Exam                                50%

Note:If no assignments or Quizzes were given, the 5% will be distributed on the other elements.


Tentative Course Outline:


Chapter 2: Developing Marketing Strategies and Plans

Chapter 3: Gathering Information and Scanning the Environment

Chapter 4: Conducting Marketing Research and Forecasting Demand  

Chapter 4: Case Study

Chapter 5: Creating Customer Value, Satisfaction, and Loyalty

Chapter 6: Analyzing Consumer Markets

Chapter 7: Analyzing Business Markets

Chapter 8: Identifying Market Segments and Targets
Chapter 9: Creating Brand Equity

Chapter 10: Crafting the Brand Positioning

Chapter 11: Dealing with Competition

Chapter 12: Setting Product Strategy

Chapter 13: Designing and Managing Services

Chapter 14: Developing Pricing Strategies and Programs   

Chapter 15: Designing and Managing Integrated Marketing Channels

Chapter 16: Managing Retailing, Wholesaling, and Logistics

Chapter 17: Designing and Managing Integrated Marketing Communications   

Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Chapter 20: Introducing New Market Offerings

Chapter 21: Tapping into Global Markets   

Chapter 22: Managing a Holistic Marketing Organization

References: List of references in both Arabic language and English will be provided later.