Transcript Marketing Management

MKTG 5320
Marketing Management
Fall 2014
Dr. A. N. M. Waheeduzzaman
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Specific Learning Objectives/Goals
(from syllabus)
Understand the role of strategy in
marketing management.
 Develop analytical skills to understand a
marketing problem.
 Acquire basic skills to design appropriate
marketing mix for a target market.
 Understand the implementation of a
marketing program from a managerial
perspective.

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Review of Articles
Article
Article Title
Concepts and Learning Issues
1
Marketing Myopia-Levitt
Marketing myopia-near vs. far sightedness,
follow the customer (need)
2
The Core Competence of CorporationPrahalad and Hammel
Core Competence of Corporation, organization
structure and culture
3
New Way To Measure Consumer
Judgments-Green and Wind
Role of multivariate analysis, especially conjoint
analysis, in marketing and in strategy
4
Are Emerging Markets Catching Up With
the Developed Markets in Terms of
Consumption?-Waheeduzzaman
Emerging markets, international marketing,
multiple regression, and consumption
convergence
5
Strategy and the Internet-Porter
Role of Internet in company strategy
6
Nature and Measurement of Marketing
Productivity-Hawkins
Marketing productivity, model development,
conceptualization and measurement
7
What makes a leader?-Goleman
Developing leadership
Review of Cases
Case
No.
Case Title
Concepts and Learning Issues
1
Procter and Gamble, Inc.
Brand positioning, market share, and product line
extension
2
Good Year Tire and Rubber
Company
Strategic considerations in distribution
3
Southwest Airlines
Pricing, product line considerations in pricing
4
Burroughs Wellcome Company
Social marketing and pricing in a social marketing
context, marketing a corporation to multiple
markets/publics
5
Astor Lodge & Suits, Inc.
Service marketing, segmentation, market growth
and revenue management, budgeting
6
CUTCO Corporation
Direct marketing, personal selling, distribution
culture, marketing and distribution strategy in a
changing environment
7
Fairchild Water Technologies
International marketing entry strategy and
designing a marketing mix
All good things come to an end….
Thank you very much. Enjoyed teaching
the class
 Hope you all become great business
leaders
 Please do not forget to do the teaching
evaluation

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