Scribd
Upload
333 views4 pages

MKTG 3000 Course Outline 2019

This document provides the course outline for MKTG 3000 - Marketing Management at the University of the West Indies, Cave Hill Campus for Semester 1 of the 2019-2020 academic year. The course is taught by Alfred Walkes and will focus on marketing decision making, writing marketing plans, and outlining marketing strategies. Students will be assessed through in-class assignments, a group marketing plan project, and a final exam. Lectures will cover topics such as strategic marketing, target marketing, and the marketing mix.

Uploaded by

Kenny Bowen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
333 views4 pages

MKTG 3000 Course Outline 2019

This document provides the course outline for MKTG 3000 - Marketing Management at the University of the West Indies, Cave Hill Campus for Semester 1 of the 2019-2020 academic year. The course is taught by Alfred Walkes and will focus on marketing decision making, writing marketing plans, and outlining marketing strategies. Students will be assessed through in-class assignments, a group marketing plan project, and a final exam. Lectures will cover topics such as strategic marketing, target marketing, and the marketing mix.

Uploaded by

Kenny Bowen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 4

UNIVERSITY OF THE WEST INDIES

CAVE HILL CAMPUS


DEPARTMENT OF MANAGEMENT STUDIES
FACULTY OF SOCIAL SCIENCES

MKTG 3000 – MARKETING MANAGEMENT


COURSE OUTLINE
Semester 1, 2019-2020

Lecturer: Alfred Walkes


Office: SSA3
Email: alfred.walkes@cavehill.uwi.edu
Phone: 417- 4836

Given the size of the class, students may make an appointment to see me out of office
hours. Please use scheduled office hours and the e-mail facility if matters are not urgent.

Lecture Times: Tuesday 5:10 - 7 p. m. (evening)

COURSE DESCRIPTION

Marketing Management is a sequel to Principles of Marketing with an emphasis on


decision making. The core concepts include defining customer needs; analysing markets;
target marketing; planning and techniques; and marketing mix strategies. Specific
attention is placed on strategic management principles that are pertinent to the marketing
management process.

N.B.: This course is NOT solely QUALITATIVE in nature. Since it covers pricing,
marketing success ratios and other similar topics a certain amount of COMPUTATIONS
are necessary and they do form an integral part of this course.

COURSE OBJECTIVES

By completion of this course, students are expected to:

(a) acquire and apply marketing decision-making skills


(b) develop the aptitude to write marketing plans
(c) to outline an appropriate marketing strategy when presented with one of the
common problems marketers face

1
TEACHING METHOD

The course will be taught primarily by lectures, and supplemented by case studies, mini-
exercises, and reviews of academic studies in marketing. To get the most out of this
course, students must keep up with assigned readings, prepare tutorial assignments, and
most importantly, participate actively in tutorial sessions.

ASSESSMENT GUIDE

ASSESSMENT METHOD WEIGHT

In class Assignment (Individual) 20%

Marketing Plan (Group) 40%

Final Examination 40%

TOTAL 100%

ASSESSMENT POLICIES

NOTE WELL: if you are not registered for this course any coursework that is
submitted for assessment by the course coordinator will be awarded an automatic
zero. To avoid any misunderstanding please ensure that you are suitably registered
for this course before submitting coursework.

NOTE WELL: New regulations apply to this course. In order to pass this course,
students must achieve at least 50% (a Pass) in both the coursework component and
the final examination.

TEXT: Marketing Management by Winer & Dhar


Readings are assigned

RECOMMENDED READINGS: David, F.R. 2007 Strategic Management


Kotler and Keller 2006 Marketing Management.

Suggested Journals
Journal of Marketing
Journal of Advertising
Journal of Brand Management
Journal of Retailing
Journal of International Business

2
Journal of Consumer Research
Marketing Theory
International Marketing Review
Journal of the Academy of Marketing Science
Marketing Science
International Journal of Research in Marketing
Journal of International Marketing
Journal of Consumer Psychology
Advances in Consumer Research
European Journal of Marketing
Journal of Advertising Research
Journal of Marketing Communications

GROUP PROJECT

This will take the form of a Marketing Plan for a new and/or small business. It should
show adequate marketing research, an understanding of the relevant academic concepts
and excellent design and literary skills (including presentation ones). The University of
the West Indies has access to a number of electronic databases where thousands of
articles and papers on all aspects of marketing can be accessed. Students are advised to
avail themselves of these.

All projects should be properly bound (no folder, etc.), contain a Table of Contents,
edited and in every way professionally prepared.

FINAL EXAM (TENTATIVE)

The final exam will comprise compulsory case study. A choice of two (2) questions from
about four (4) theoretical questions. This is tentative.

LECTURE SCHEDULE

As a guide to assist students in their reading and preparation, the following schedule will
be utilised. Please note that the lecturer reserves the right to change this schedule without
prior notification.

WEEK TOPIC Text


1 Overview Readings
2 Strategic Marketing 2
3 Target Marketing Readings
4 Customer Relationship Marketing 14
5 Dealing with Competition 6
6 Product Strategy 7&8
7 Services Marketing 15 & Readings
8 Pricing K & A 10

3
9 Distribution Strategy K & A 13
10 Integrated Marketing Communications 1 10 & 11
11 Marketing Implementation and Control & Societal Marketing Readings
12

TUTORIALS

These will consist of theoretical questions and problems as listed below. Tutorials begin
in Week 2.

TUTORIAL SCHEDULE

Week 2 Group formation, Detail project requirements


Week 3 Discussion
Discussion
Week 5 CLTV questions
Week 6 Fair Share Draw Questions
Week 7 Cannibalization Questions
Week 8 Yield Management Questions
Week 9 Pricing Questions
Week 10 Distribution Strategy
Week 11 Discussion
Week 12 Discussion
Week 13 IMC Questions

TUTORIAL TOPICS

Tutorial discussion questions will be provided as needed.

WELCOME TO MARKETING MANAGEMENT


ENJOY!

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy