Marketing Management

Course Code:

57222

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 13^th 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 21^st century and aims to equip students with the ability to:

Developing marketing strategies and plans
Capturing marketing strategies and plans.
connecting with customers
Building strong brands
shaping the marketing offerings
delivering and communicating value
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:

internal marketing
Developing marketing strategies and plans
capturing with customers
Building strong brands
shaping the marketing offerings
Delivering and communicating Value
Creating successful long- term growth

Course Dimensions:

The following are the key dimensions of holistic marketing:

Internal marketing: Ensuring everyone in the organization embraces appropriate marketing principles, especially senior management
Integrated marketing: Ensuring that multiple means of creating, delivering and communicating value are employed and combined in the best way.
Relationship marketing : having rich, multifaceted relationships with customers, channel members and other marketing members
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).

Grading:

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 1: DEFINING MARKETING FOR THE 21st CENTURY

Chapter 2: Developing Marketing Strategies and Plans

Chapter 3: Gathering Information and Scanning the Environment

Chapter 4: Conducting Marketing Research and Forecasting Demand