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Course Specification
International Islamic
Faculty: Faculty of Social Science
University Chittagong
Programme: BSS (Hon’s)
Department: Economics and Banking Semester : 4th
in Economics & Banking
A. Basic Information
Name of Course : Marketing Pre-requisites: Marketing
Course Code: MKTG-2401
Management Management
Credit: Contact Hours:
Major/Minor/Optional Semester:4th Level: Basic
3(Three) 3 hrs/week
Number of lectures= 42 ; [21 lectures before Mid-term and 24 lectures after Mid-term]
Number of Tutorial/Assignment: At least two; Number of practical:
Total Marks : 100 [ 10% Class attendance + 10% Assignment/Presentation/ Class Test + 30% Mid-Term +
50% Final Examination] = 100
B. Professional Information
a. Rationale: A formal approach to the marketing management is a relatively recent
phenomenon, even within the developed nations of the world. The significance of
understanding marketing for goods and services is very crucial for students. Marketing
carries huge importance for services industry. A bachelor level student of economics
and banking arena needs to have basic and contemporary knowledge of marketing of
bank services in particular. This course is designed to serve this purpose.
The objectives of the course are:
1. To provide students with a sound theoretical and practical understanding of
marketing management.
1. Overall 2. To transfer knowledge with a focus on the opportunities and challenges
aims of presented to service design and delivery in a dynamic and competitive
course environment.
3. To deliver a clear understanding of the modern service-scape, and issues faced
by managers in financial organization like bank seeking to innovate their
customer service experience.
a. Face to Face b. Independent Total: a+b
Student Learning
learning
Time (SLT) in
hours 45 hours Lectures Library +Internet Total: Guided +
(Including Assignments +Home study) Independent Learning
and Class Test)
45H 83H 128 H
LO 1: Understand the concept of marketing management, distinction between services
and products, marketing mix for goods and services oriented organizations.
2. Intended LO 2: Understand the Marketing Environment
Learning LO 3: Identify and discuss the factors that influence consumer decision-making in
Outcomes
financial services, recognize the ways in which financial services providers can
(ILO)
Of the influence the buying process and recognize the differences between final consumers
course. and business consumers in relation to financial services.
LO 4: Understand the concept of relationship marketing and its significance on
financial service institutions.
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LO 5: Use critical analysis to understand the key elements of the marketing

environment and evaluate their impact on financial services providers, the process of
SWOT analysis and its role in making sense of information about the marketing
environment and analyze key elements in the macro, market and internal
environments.
LO 6: Understand the nature of financial services products, the issues influencing
product policy and issues relating to the management of existing products,
implications of the product lifecycle concept for the marketing mix and the issues
associated with the development of new products.
LO 7: Understand the role of pricing in the financial services marketing mix, the
complexities associated with pricing in financial services and different approaches and
methods of setting price.
LO 8: Understand the significance of place in marketing for bank services and the
different aspects related with financial institution’s placing strategy.
LO 9: Understand significance and strategies of extended marketing mix
LO 10: Understand the significance of role of both customers and employees in
service delivery
Transferable Skills: Students must study the materials (i.e. class notes, cases, relevant
chapter etc.) before coming to the class. Just being present in the class is not enough- students
must participate in classroom discussions& properly submit the assignments. Students have to
form groups of five (5) students. Each group should presentation on a specific topic from the
chapters covered in the course. Allocation of topics among groups will be made on the basis
of the preference of the group& these topics should be duly communicated to the course
instructor. Try to be present in all classes because class participation is the best way to excel in
this course.
PLO: In the end of the program, students must be able to:
i. Demonstrate familiarity with established concepts and
practices in the field of marketing management with the Knowledge
awareness of current development therein.
ii. Use relevant skills learnt in domain of marketing through
Practical Skills
factory visit.
iii. Cooperate with others and apply knowledge of marketing in
Social skills and
a socially responsible manner for the progress on the nation
Responsibilities
and the Muslim Ummah as a whole.
iv. Demonstrate commitment to ethics, autonomy,
Value, Attitudes and
professionalism and Islamic values in the workplace and
Professionalism
everyday life.
v. Communication skills will be developed by the presentation
Communication
of the course topics.
vi. Analyze issues and demonstrate skillfulness in planning,
Problem Solving and
executing and evaluating strategies and action plans by
Scientific Skills
solving the case study of the relevant course.
Information
vii. Use the necessary learning skills in information management
Management and
and apply effective strategies for lifelong self-improvement.
Lifelong Learning Skills
viii. Apply basic managerial and entrepreneurial skills in Managerial and
relevant fields. Entrepreneurial Skills
ix. Understand the different type of leadership styles and the Leadership and Team
demonstration of interpersonal skills when leading in a Skills
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group situation.

3.Content outline of the course / module and the SLT per topic
This course is designed to provide an overview of marketing management, policies and strategies
applicable to industrial and development projects. Starting from different aspects of demand
Course
management to customer satisfaction and loyalty will be taught in the classes, which include
Synopsis
planning, directing, controlling and evaluation of the markets of different types domestically and
internationally.
Learning
Weeks Contents Task
Hours
Session 1: Introduction to Marketing and Marketing
Management
Market, Marketing, Services: Features, Why Marketing? Products vs.
1 Services; Marketing management philosophies; Evolution of 3
Marketing Concepts; Strategic Marketing: Marketing Planning;
Situation Analysis; Marketing mix.

Session 2: Marketing Environment, Segmentation and

Positioning
Analyzing different types of environment and their impact in
2&3 6
marketing. Segmenting the market of different types on the basis of
various criteria. Positioning definition and strategies.

Session 3: Understanding Market for Financial Institutions:

Consumer Behavior
4 Consumer Behavior, Buying Process, Behavioral Models, Factors 3 Class Test
Influencing Consumer Behavior; Consumer Expectations in Services.

Session 4: Relationship Marketing

Customer Markets, Transaction Marketing/ Relationship Marketing,
Referrals Markets, Supplier Markets, Recruitment Markets, Influence
5&6 6
and Internal Markets, Consumer Relationship Management: Quality
in the Core service, Retention Strategies, Monitoring Relationships.

Mid-Term Examination: 30 marks, Time: 1.5hrs; Answer any three questions out of four. Each question will
carry 10 marks. There may be two/ three parts in each question.
Session 5: Product and Branding Strategies
Levels and Types of products, Brands, Branding Strategies Product
7 development, special features, Product development strategies, 3 Assignment
implications of new technology for bank product development.

Session 6: Financial Institution’s Pricing Strategy

Pricing and Profitability, Demand, Pricing Methods and Strategies,
8 3
Pricing Decisions, Pricing concept in Banking, Service Fees.

Session 7: Financial Institution’s Placing Strategy

Means of Distributing Financial Services: Barriers, Channels of
9 Distribution for Banks; Intermediaries in the Banking Industry; 3
Delivering Services through Intermediaries and Electronic Channels.
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10 Session 8: Extended Marketing Mix for Financial Institutions 3

Process, Physical Evidence, People: External & Internal, Partner,
Passion

Session 10: Roles of Employees and Customer in service delivery

Service Culture, The Critical Importance of Service Employees,
Boundary-Spanning Roles, Strategies for Delivering Service Quality
11 &12 Through People, The Importance of Customers in Service Delivery, 6 Class Test
Customers Roles, Self Service Technologies, Strategies for
Enhancing Customer Participation
Session 11: Marketing Ethics and Sustainability
13 Complaints against marketing, Ethical and sustainable marketing, 3
Conscientious marketing, consumerism and environmentalism.
Presentatio
14 Presentation 3
n
Final Examination: 50 marks; Time: 2.5 hrs. Answer any five questions out of seven. Each question will carry 10
marks. There may be two/ three parts in each question.

4( a). Type of Assessment Description

Teaching-
Learning / Assignments/Term Paper Independent study, group discussion
assessment Lectures In-class discussion
strategy
4(b) Mode of Lecture, Class Discussion, Reading Assignment & Class Test
Delivery
5. Assessment LO Method %
Methods and Assignment +Quiz / Class Test + Presentation 10
Type/Course
Assessment Class Attendance 10
State Mid Semester Examination ( After six weeks) 30
weightage of
each type of Final Examination ( After 15 weeks) 50
assessment. TOTAL 100
Mapping of Course/module to the Program Learning Outcome

Learning Outcome of the Course

01 02 03 04 05 06 07 08 09
1. Help to provide current knowledge, ideas and the real √ √
scenario of the field of marketing management.
2. It will improve the level of knowledge and competence √ √
as practicing managers by which they would be able to
create and maintain the demand and market.
3. Help to take any decisions regarding marketing of goods √ √ √ √
and services in an efficient and ethical manner.
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6. Required references supporting the course

 Kotler, P. 2012. Marketing Management, Millennium Edition, Prentice-Hall: NY

 Zeithaml, VA., Wilson, A. and Bitner, M J. 2008. Services Marketing. 4th ed. New Delhi:
The McGraw-Hill Companies.
 Ennew, C., & Waite, N. 2007. Financial Services Marketing: An international guide to
principles and practice. Elsevier, United Kingdom.

7. Facilities required for teaching and learning; Laptop and Multi -Media projector may be required.

Prepared by: Checked by: Approved by:

_____________________ _______________________ _______________________

Md. Shariful Haque Prof. Dr. Mohammed Saiful Islam Prof. Dr. Abdul Mannan Chowdhury
Associate Professor Head Dean