NATIONAL UNIVERSITY

Syllabus
Department of Marketing

One Year Master’s Course

Effective from the Session: 2013-2014

National University
 Subject: Marketing
Syllabus for One-Year Master’s Course
Effective from the Session: 2013-2014

Paper Code Paper Title Credits

312301 Marketing Management 4
312303 Strategic Marketing 4
312305 Services Marketing 4
312307 Global Marketing 4
312309 Marketing for Non-Profit Organisations 4
312311 Business Marketing 4
312313 Advanced Marketing Research 4
312314 Term paper 2
312316 Viva-Voce 2
Total = 32
 Detailed Syllabus
Paper Code : 312301 -------- Credits : 4 Class Hours : 120 hrs.
Paper Title : Marketing Management

1. Understanding Marketing Management:

- Marketing in the 21st Century
- Building Customer Satisfaction, value and Retention
- Winning Markets: Market Oriented Strategic Planning
2. Analysing Marketing Opportunities
- Gathering Information and Measuring Market Demand.
- Scanning the Marketing Environment
- Analysing Consumer Markets & Buyer Behavior
- Analysing Business Markets & Business Buyer Behavior
- Dealing with the Competition
- Identifying Market Segments and Selecting Target Markets.
3. Developing Marketing Strategies:
- Positioning the Market Offering through the Product life Cycle
- Developing New Market Offerings
4. Making Marketing Decision
- Managing Product Lines & Brands
- Designing Pricing Strategies & Programs
5. Managing and Delivering Marketing Programs.
- Managing Marketing Channels
- Managing Retailing, Wholesaling and Market logistics
- Managing Direct & On-line Marketing

Text Book: Marketing Management; Philip Kotler, Millennium Edn,; Prentice- Hall Inc.
of India Pvt Ltd, New Delhi.

Reference Book: Marketing Management, Philip Kotler & Kevin Lane, 13th edition,
Prentice Hall Inc. 2012.

Paper Code : 312303 -------- Credits : 4 Class Hours : 120 hrs.

Paper Title : Strategic Marketing

Introduction: Basics of marketing – Foundations of Strategic Marketing Management.

Market – Driven Strategy- Marketing orientation- Capabilities- Creating value for customers-
Becoming market driven.

Business and Market Strategies: Corporate strategy – Business and Marketing Strategy –
Marketing Strategy Process- Preparing the Marketing Plan.

Market Targeting and Strategic Positioning: Market targeting strategy- Targeting in

different market environment- The positioning process- Determining positioning
effectiveness.
Relationship Strategies: The Rationale for inter organizational relationship- Types of
organizational relationship- Developing effective relationship between organizations- Global
relationship organizations.

Strategic Brand Management: Product management issues- Analyzing Product Preference

Strategies for Products brands - Strategic Brand Management Process.

Pricing Strategy: Strategic role of price- Analyzing the pricing – Selecting the pricing
strategy- Determining specific prices and policies.

Promotion, Advertising and Sales Promotion Strategies: Promotion strategy- Advertising

strategy-Sales Promotion strategy.

Sales Force and Direct Marketing Strategies: Developing and implementing sales force
strategy- Direct marketing strategies.

Marketing Strategies Implementation and Control: The marketing plan-Implementing the

plan- Strategic evaluation and control- Performance criteria and information needs-
Performance assessment and action.

Text Book: David W Cravens and Nigel F. Pierce, Strategic Marketing, Latest Edition, Irwin
McGraw- Hill, USA.

Reference Book: Tony Proctor, Strategic Morketing An Introduction, Rowtledge.

Paper Code : 312305 -------- Credits : 4 Class Hours : 120 hrs.

Paper Title : Services Marketing

Introduction to Service: What are services? – Why Service Marketing? – Service and
Technology – Differences in Goods and Services Marketing- Service Marketing Mix-The
Gaps Model of Service Quality.

Consumer Behavior in Service: Search Versus Experience Versus Credence Properties-

Decision- Making Process- The Role of Culture in Service Marketing.

Customer Expectations of Service: Meaning and Types of Service Expectations- Factors

that Influence customer Expectations of Service- A Model of Customer Service Expectations
– Current Issues Involving Customer Service Expectation.

Customer Perceptions of Service: Customer Perceptions- Customer Satisfaction- Service

Quality – Service Encounters- Strategies for Influencing Customer Perceptions.

Building Customer Relationships: Relationship Marketing – Relationship Value of

Customers – Foundations for Relationship Strategies – The Customer is not Always Right-
Customer Profitability Segments- Levels of Relationship Strategies.

Service Recover: The Impact of Service Failure and Recovery- How Customers Respond to
Service Failures? – Why do (and Don’t) People Complain? When they Complain- What Do
Customers Expect- Switching vs. Staging Following Service Recovery- Service Recovery
Strategies – Service Guarantees.

Service Development and Design: Challenges of Service Design- Stages in New Service
Development- Service Blueprinting- Quality Function Deployment- High-performance
Service innovations.

Employees’ Roles in Service Delivery: The Critical Importance of Service Employees-

Boundary – Spanning Roles – Strategies for closing Gap 3- Service Culture.

Customers’ Role in Service Delivery: The Importance of Customers in Service Delivery-

Customers’ Roles- Self- service Technologies- Strategies for Enhancing Customer
Participation.

Delivering Service Through Intermediaries and Electronic Channels: Service

Intermediaries – Direct or Company- Owned Channels – Common Issues Involving
Intermediaries- Key Intermediaries for Service Delivery – Strategies for Effective service
Delivery through Intermediaries.

Pricing of Service: Three Key Ways Service Prices are Different for Consumers-
Approaches to Pricing Services- Pricing Strategies that Link to the Four Value Definitions.

Text Book: Service Marketing: Integrating Customer Focus Across the Firm, Valaric A.
Zeithmal and Mary Jo Bitner, McGraw Hill.

Reference Book: The Marketing of Services, Donald W. Cowell Heinemann Professional

Publishing, Oxford.

Paper Code : 312307 -------- Credits : 4 Class Hours : 120 hrs.

Paper Title : Global Marketing

An Overview: Scope and Challenges of International Marketing.

The Cultural Environment of Global Markets: Cultural Dynamics in Assessing Global

Markets, Business Customs in Global Marketing. The Political Environment, International
Legal Environment.

Assessing Global Market Opportunities: Multinational Marketing Regions and Market

Groups.

Developing Global Marketing Strategies: Global Marketing Management, Global Product

Strategies, Marketing Industrial Product and Service, International Distribution Systems and
Logistics, Global Promotion and Selling, Pricing for International Markets.

Text Book: W.J.Keegan, Global Marketing Management, 7th ed. Prentice Hall Inc.

Reference Book: Philip R. Cateora, International Marketing, Richard D. Irwin. Inc.

 Paper Code : 312309 -------- Credits : 4 Class Hours : 120 hrs.
Paper Title : Marketing for Non-Profit Organizations

Developing a Customer Orientation: The Growth and Development of Nonprofit-

Marketing – Developing a Customer Centered Mindset.

Strategic Planning and Organization: Strategic Marketing Planning – Understanding

Target Audience Behavior- Acquiring and Using Marketing Information- Segmentation-
Positioning – and Branding.

Developing and Organizing Resources: Generating Funds- Attraction Human Resources-

Staff- Volunteer – and Boards- Working with the Private Sector- Organizing for
Implementation- Planning and Budgeting the Marketing Mix.

Designing the Marketing Mix: Managing the Organization’s Offerings- Social Marketing-
Developing and Lunching new Offerings – Managing Perceived Costs- Managing Public
Media and Public Advocacy- Controlling Marketing Strategies.

Text Book: Strategic Marketing for Nonprofit Organizations: Alan R. Andreasen and Philip
Kotler, Prentice-Hall Inc.

Paper Code : 312311 -------- Credits : 4 Class Hours : 120 hrs.

Paper Title : Business Marketing

Introduction to Business Marketing: The Importance of Business Marketing- How

Business Marketing is Unique- Business Markets- The Entire System.

The Character of Business Marketing: The Magic of Markets- Beyond Market

Coordination – Developing Relationships- A Model of Relationship Development-
Safeguarding Relationships- Relationships in Larger Networks.

The Purchasing Function: The Importance of Purchasing – Purchasing Philosophy-

Supplier Evaluation- Trends in Purchasing – Purchasing in Government- Ethics in
Purchasing.

Market Opportunities: Current and Potential Customers. Finding Opportunities- Market

Segmentation- Segment Criteria Market Assessment Tools.

Marketing Strategy: Why a Strategy? – Elements of Business Strategy- Developing

Strategy- Understanding Competitive Pressures- Strategic Implications of the Five
Competitive Forces- The Organizational Context for Competing- Organizational Learning
and Memory.

Developing and Managing Products: What Do Customers Want? What is a Product?-

Augmenting to Exceed Expectations- Managing Products- New Product Development-
Success or Failure? Harvesting a Product.
Business Marketing Channels : Partnerships for Customer Service: What is the Marketing
Channel? Types of Channel Intermediaries- Marketing Channel Design-Channel
management: The Politics of Distribution- Relationship Forms in Channels.

Pricing and Negotiating for Value: The Principles and Principles of Price-Cutting to the
Quick: The Scissors Factors of Price- The Nature of Competitive Markets- issues in Price
Management- A Pricing System.

Evaluating Marketing Efforts: The Importance of Evaluating Marketing Efforts- Control

Systems- Tools of Control – Using Control Systems.

Customer Retention and Maximization: Conquest and After marketing – The Nature of a
Customer- Retention Probability and Customer Value- Customer Relationship Management –
Building Relationships- Running Relationships- Strengthening Good Relationships.

Text Book: Business Marketing: F. Robert Dwyer and John F. Tanner (Third Edition),
McGraw- Hill.

Paper Code : 312313 -------- Credits : 4 Class Hours : 120 hrs.

Paper Title : Advanced Marketing Research

1.Field Work: The Nature of Field Work- Field Work and Data Collection Process-
Selecting Fields Workers- Training Fields Workers- Supervising Fields Workers – Validating
Fields Work- and Evaluating Field Workers.

2. Data Preparation: The Data Preparation Process- Questionnaire Checking – Editing –

Coding- Transcribing- Data Cleaning – Statistically Adjusting the Data- Selecting a Data
Analysis Strategy.

3.Analysis Frequency Distribustion, Cross Tabulation and Hypothesis Testing: Statistics

Associated with Frequency Distribution- Introduction to Hypothesis Testing – A General
Procedure for Hypothesis Testing – Statistics Associated with Cross-tabulation- Cross-
Tabulation in Practice- Hypothesis Testing Related to Differences- Parametric and Non-
parametrc Tests.

4. Analysis of Variance and Covariance: Relationship among Techniques – One –Way

Analysis of Variance (ANOVA) – Satistics Associated with One- Way ANOVA- Conducting
One-Way ANOVA- Illustrative Applications of One-Way ANOVA- Assumptions in
ANOVA-Analysis of Covariance ANCOVA- Issues in Interpretation- Repeated Measures
ANOVA- Nonmetric- Analysis of Variance- Multivariate Analysis of Variance.

5. Correlation and Regression: Product Moment Correlation- Partial Correlation-

Nonmetric Correlation- Regression Analysis- Bivariate Regression.

6. Introduction to Multivariate Analysis: Multiple Regression- Discriminant Analysis-

Factor Analysis- Cluster Analysis- Multidimensional Scaling and Conjoint Analysis.
7. Report Preparation and Presentation: Importance of the Report and Presentation- The
Report Preparation and Presentation Process- Oral Presentation- Reading the Research
Report- Research Follow-up.

Text Book: Marketing Research, Naresh K. Malhotra, Prentice Hall Inc.New York.

Reference
Book: Marketing Research, David A. AAKER, V. Kumar, George s. Day, Weily
Student Edition

Paper Code : 312314 Credits : 2

Paper Title : Term paper

Paper Code : 312316 Credits : 2

Paper Title : Viva-Voce