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COURSE GUIDE DESCRIPTION You must read this Course Guide carefully from the beginning to the end. It tells you briefly what the course is about and how you can work your way through the course material. It also suggests the amount of time you are likely to spend in order to complete the course successfully. Please keep on referring to the Course Guide as you go through the course material as it will help you to clarify important study components or points that you might miss or overlook.
INTRODUCTION BBPM2203 Marketing Management II is one of the courses offered by the Faculty of Business and Management at Open University Malaysia (OUM). This course is worth 3 credit hours and should be covered over 15 weeks.
COURSE AUDIENCE This is a core subject for students enrolled in the Bachelor of Management, Bachelor of Business Administration, Bachelor of Tourism Management and Bachelor of Hospitality Management. It is also a foundation course for students undergoing the Bachelor of Human Resource Management. This module aims to impart the knowledge of marketing and managing marketing efficiently. As an open and distance learner, you should be able to learn independently and optimise the learning modes and environment available to you. Before you begin this course, please confirm the course material, the course requirements and how the course is conducted.
STUDY SCHEDULE It is a standard OUM practice that learners accumulate 40 study hours for every credit hour. As such, for a three-credit hour course, you are expected to spend 120 study hours. Table 1 gives an estimation of how the 120 study hours could be accumulated.
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Table 1: Estimation of Time Accumulation of Study Hours STUDY ACTIVITIES
STUDY HOURS
Briefly go through the course content and participate in initial discussion
3
Study the module
60
Attend 3 to 5 tutorial sessions
10
Online participation
12
Revision
15
Assignment(s), Test(s) and Examination(s)
20
TOTAL STUDY HOURS ACCUMULATED
120
LEARNING OUTCOMES By the end of this course, you should be able to: 1.
Discuss what is marketing and managing marketing efficiently and effectively;
2.
Assess the environment and the factors that influence marketing management, from the consumersĂŠ and competitorsĂŠ perspective;
3.
Appraise the development stages and marketing mix strategy, from the aspects of market positioning, product management, pricing, distribution channels and integrated marketing communications;
4.
Explore the methods of managing and implementing the marketing program; and
5.
Evaluate the insights and control implementation and performance evaluation for marketing activities.
COURSE SYNOPSIS This course is divided into 10 topics. The synopsis for each topic is presented below: Topic 1 discusses general efforts taken by the marketer to place products in the market according to consumer taste and preferences. Perceptual maps which are the main methods used in managing product placements in the market, will be discussed in-depth to explain the best method used by the marketer to place products in the market.
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This topic also discusses the first part relevant to product strategy, which is the product cycle management. Through this topic, product life cycle concepts and product life-cycle management methods will be introduced. The focus will be on the design strategy appropriate for each marketing situation faced by the product. Topic 2 explains new product concepts and effective and efficient new product development processes. New products can be classified into three categories, innovations, modifications and imitations. All three new product categories have to comply with the new product development process and marketing strategy design which are unique to the marketers. Topic 3 discusses product management from the aspects of product mix management, specifically from the aspects of product line decisions. Besides, brand management process, product packaging and labelling are also discussed in detail. Topic 4 explains the concept of intangible products, that is services. This topic answers questions regarding why the marketer needs to market services differently as compared to marketing physical products. This is caused by the unique influences of services. This topic also explains the process of creating services, gap reduction concepts and service quality in detail. Topic 5 discusses pricing management processes in terms of pricing objectives and pricing methods. It explains all the steps in the pricing management process from selecting the pricing objective to selecting the final price. This topic focuses on how the marketer needs to manage pricing based on the 3C model, cost considerations, consumer value and competitorsĂŠ pricing. Techniques or pricing programmes such as new product pricing, product mix pricing, standardised pricing and reactions to price changes are discussed here too. Topic 6 explains channel management concepts in terms of distribution channels and the creation of effective distribution channels. Channel conflict concepts and vertical marketing systems are introduced here. Generally, marketers can choose from two types of distribution channels, either the direct channel or the indirect channel. This topic also discusses wholesalers and retailers. The distribution channel management process is explained using physical distribution management. Order management, inventory management, warehousing and transportation will be discussed in-depth to aid in the understanding of integrated logistics systems. Topic 7 discusses the last element in the marketing mix strategy, which is marketing communication. This topic explains the communication process and
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the method chosen by the marketer to come up with an effective communication process and marketing management. Topic 8 discusses strategies and the elements of management tactics in the promotional mix (except for individual/personal selling). Each decision made by the marketing manager in advertising management, sales promotional mix, public relations and publicity is explained in detail here. Topic 9 explains managing the sales force, which is an important topic in the management of personal selling and promotional mix. Managing the sales force and the personal selling process effectively are discussed here as well. This topic also covers direct marketing and on-line marketing. Direct marketing and on-line marketing methods and the advantages and disadvantages to the marketer and consumers are explained in depth. Topic 10 is the last topic in the module. This topic discusses marketing control processes, and covers specifically on marketing audits. The marketing audit is used to control and evaluate performance of all marketing activities and strategies done by the marketer.
TEXT ARRANGEMENT AUDIENCE Before you go through this module, it is important that you note the text arrangement. Understanding the text arrangement should help you to organise your study of this course to be more objective and more effective. Generally, the text arrangement for each topic is as follows: Learning Outcomes: This section refers to what you should achieve after you have completely gone through a topic. As you go through each topic, you should frequently refer to these learning outcomes. By doing this, you can continuously gauge your progress of digesting the topic. Self-Check: This component of the module is inserted at strategic locations throughout the module. It is inserted after you have gone through one subsection or sometimes a few sub-sections. It usually comes in the form of a question that may require you to stop your reading and start thinking. When you come across this component, try to reflect on what you have already gone through. When you attempt to answer the question prompted, you should be able to gauge whether you have understood what you have read (clearly, vaguely or worse you might find out that you had not comprehended or retained the sub-section(s) that you had just gone through). Most of the time, the answers to the questions can be found directly from the module itself.
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Activity: Like Self-Check, activities are also placed at various locations or junctures throughout the module. Compared to Self-Check, Activity can appear in various forms such as questions, short case studies or it may even ask you to conduct an observation or research. Activity may also ask your opinion and evaluation on a given scenario. When you come across an Activity, you should try to widen what you have gathered from the module and introduce it to real situations. You should engage yourself in higher order thinking where you might be required to analyse, synthesise and evaluate instead of just having to recall and define. Summary: You can find this component at the end of each topic. This component helps you to recap the whole topic. By going through the summary, you should be able to gauge your knowledge retention level. Should you find points inside the summary that you do not fully understand, it would be a good idea for you to revisit the details from the module. Key Terms: This component can be found at the end of each topic. You should go through this component to remind yourself of important terms or jargons used throughout the module. Should you find terms here that you are not able to explain, you should look for the terms from the module. References: References is where a list of relevant and useful textbooks, journals, articles, electronic contents or sources can be found. This list can appear in a few locations such as in the Course Guide (at References section), at the end of every topic or at the back of the module. You are encouraged to read and refer to the suggested sources to elicit the additional information needed as well as to enhance your overall understanding of the course.
PRIOR KNOWLEDGE Learners of this course are required to pass BBPM2103 Marketing Management I course.
ASSESSMENT METHOD Please refer to myVLE
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REFERENCES Bagozzi, R. P., Rosa, J. A., Celly, K. S., & Coronel, F. (1998). Marketing management. New Jersey: Prentice Hall. Dalrymple, D. J., & Parsons, L. J. (2000). Marketing management: Text and cases (7th ed.). New York: John Wiley & Sons. Harrel, G. D. (2007). Marketing: Connecting with customers (1st ed.). Chicago Education Press. Hoffman, D. K., & Bateson, J. E. G. (2001). Essentials of services marketing (2nd ed.). Fort Worth: The Dryden Press. Kotler, P., & Amstrong, G. (2007). Principles of marketing (12th ed.). New Jersey: Prentice Hall. Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. H. (1999). Marketing management: An Asian perspective (2nd ed.). Singapore: Prentice Hall. Kotler, P. (2008). Marketing management (13th ed.). New Jersey: Prentice Hall. Lamb, C. W., Hair, J. K., & McDaniel, C. (2008). Marketing (10th ed.). Canada: South-Western Publishing. Mowen, J. C. & Minor, M. (1997). Consumer behaviour (5th ed.). New Jersey: Prentice Hall. Shiffman, L. G. & Kanuk, L. L. (2003). Consumer behaviour (8th ed.). New Jersey: Prentice Hall. Zeithaml, V. A., & Bitner, M. J. (2002). Services marketing: Integrating customer focus across the firm (3rd ed.). Boston: Irwin-McGraw-Hill.