Alisher Akhmedjonov, PhD (email@example.com)
Course Number: BA 551
Course Prerequisite: None
Course Title: Marketing Management Theory
Course Description: This course will begin with a review of marketing basics and is designed
to be a comprehensive study of marketing theory and current marketing
practices. It will provide the student with an understanding of new
marketing strategies in the Internet age, and how to plan, implement and
control the marketing process. A major focus of this course will be an
understanding of how the marketing function is tied to the structure and
operation of the organization as a whole. In addition, case studies will be
extensively used to give students an understanding of the practical
application of these concepts.
Course Credit: 4 Quarter Units Course Length: 10 weeks
Contact Hours: Lecture: 40 Lab: 0 Practicum/Internship: 0 Total: 40
Learning Objectives: By the successful completion of this course, the student shall be able to:
1. Analyze the changes in the marketing function.
2. Explain marketing as a business strategy.
3. Identify the specifics of marketing mix in relation to marketing theory.
4. Describe the application of marketing concepts.
5. Discuss market analysis and marketing research.
6. Identify different marketing strategies and their benefits.
7. Explain marketing as an integrated strategic function of the
Required Textbook: Marketing Management, Fourth Edition, Russ Winer and Ravi Dhar,
Prentice Hall, 2011. ISBN-10: 0136074898
Reference: Marketing Metrics, First Edition, Paul Farris, et. al., Wharton
School Publishing, 2006.
Marketing ROI, First Edition, James Lenskold, McGraw-Hill,
Teaching Strategies: lecture, PowerPoint, small group presentations, case studies.
Evaluation Methods: Quizzes 40%
Mid-Term Exam 25%
Final Exam 25%
Weekly Outline: Week 1 Marketing Philosophy and Strategy
A Strategic Marketing Framework
Week 2 Marketing Research
Analyzing Consumer Behavior
Week 3 Organizational Buying Behavior
Market Structure and Competitor Analysis
Week 4 Product Decisions
New Product Development
Week 5 Pricing
Communications and Advertising Strategy
Week 6 Mid-term exam
Week 7 Sales Promotion
Week 8 Channels of Distribution
Direct Channels of Distribution: Personal Selling and
Week 9 Customer Relationship Management
Strategies for Service Markets
Week 10 Final Exam