ZEG U
ZIMBABWE EZEKIEL GUTI UNIVERSITY
FACULTY OF COMMERCE
DEPARTMENT OF ECONOMICS AND BUSINESS SCIENCES
COURSE CODE CMA 102
COURSE DESCRIPTION: MARKETING MANAGEMENT
COURSE OUTLINE
Lecturer: Ms F. Chatendeuka Marada
Consultation hours: Monday to Friday 10:00 to 15:00 hrs
Cell: +263733875464 +263719875464 +263775249136
COURSE AIMS AND OBJECTIVES:
AIM
To impart knowledge about the activities and operations in the marketing
management position under various circumstances
OBJECTIVES
After completing the course the students must be able to:
Understand the roles of a marketing manager and prepared to undertake
marketing management given that an opportunity arise
Analyze various marketing environments
An understanding of marketing planning, implementation and control
Deriving suitable marketing strategies for a diversity of marketing situations
1
COURSE OUTLINE
Week Lecture Content
(Hrs)
1 1 (2) 1. Introduction to Marketing
Definition
Who does marketing?
What is marketed?
Who is targeted by Marketing?
Evolution of Marketing
2 (2) 2. Roles of a Marketing Manager
Developing Marketing Strategies and Plans
Capturing Marketing Insights/ Marketing
intelligence
Connecting with Customers
2 3(2) Building Strong Brands
Shaping the Market Offerings
Delivering Value
Creating Successful Long-Term Growth
Managing Marketing Information Systems
4 )(2) 3. Marketing of Services Versus Marketing of goods
Characteristics of services
Differences between goods and services
Challenges in services marketing
3 5(2) Marketing mix for services
RATER Model of Service Quality
6 (2) 4. Marketing Research
Definition
Importance
Types of Marketing Research
4 7(2) Marketing Research Process
8(2) 5. Marketing Information Systems
2
Marketing Environm
/ent where information is collected
Ways of developing and mobilizing information
5 9(2) Uses of Information gathered
Advantages of Marketing information systems
10(2) 6. Consumer and Organizational Buyer Management
Determinants of Consumer Behaviour
Consumer decision making Process
Buyer Decision making process
6 11(2) Segmentation Targeting and Positioning Strategies
(STP strategies)
12(2) Managing Customer Value, Satisfaction and Loyalty
7 13(2) 7. Managing Competition in the marketing
environment
Environmental Scanning
PESTEL Analysis
SWOT Analysis
14(2) Competitor Analysis
Industrial Analysis (Porter’s five forces Framework)
8 15(2) 8. Managing Products
New Product Development
16(2) Portfolio Analysis (BCG Matrix)
9 17(2) 9. Integrated Marketing Communications
Evolution of IMC
IMC mix elements
18(2) 10.Managing Pricing Policies and Strategies
Definition of pricing
Pricing strategies
Factors To be considered when setting a price
Frameworks for setting a price
3
10 19(2) 11. Logistics and Distribution Management
Definitions
Physical distribution
Supply chain members
Choosing a distribution channel
20(2) 12. Managing Sales
Sales forecasting: Methods, Advantages and
disadvantages
Managing Sales force
11 21(2) 13.Creating successful long-term growth
Importance of Growth in Business
Growth impediments in Business
Ansoff Growth Strategies
22(2) 14.Marketing Planning
Vision and Mission
Situation Analysis
Objective Setting
12 23(2) Strategy formulation
Implementation of strategies
Control and Evaluation
24(2) TUTORIALS
13 23 (2) TUTORIALS
24 (2)
REVISION
14 EXAMINATIONS
4
Assignment Questions
1. Evaluate the importance of marketing research to any Zimbabwean
marketing organisation of your own choice. (100%)
Due Date: 26 March 2019
2. Group presentations (100%)
Assessment
Course work will constitute 30%
Examination will also make the remaining 70%
Course work is made up of 2 assignments and 1 In-class Test
5
Recommended Literature
Jobber D (2004) Principles and Practice of Marketing 4th Edition; McGraw-
Hill, London.
Kerin R. A , Hartley S.W and Ridelius W (2009) Marketing 9th Edition;
McGraw-Hill Irwin, Boston.
Kotler P and Keller K. L (2006) Marketing Management 13th Edition; Prentice
Hall, Delhi.
Kotler P and Keller K. L (2013) Marketing Management 13th Edition; Prentice
Hall, Delhi.
Nickels W.G et-al (2002) Understanding Business; McGraw-Hill Irwin, Boston.
Perreault W. D and McCarthy E. J (2006) Essentials of Marketing 10th Edition;
McGraw-Hill Irwin, Boston.
https://books.google.co.zw/books?isbn=0071067736
https://books.google.co.zw/books?isbn=8174465480
https://books.google.co.zw/books?isbn=0070144915
https://books.google.co.zw/books?isbn=0702171883
https://books.google.co.zw/books?isbn=0742538362
