Course: Marketing Management (3 credit hours) Professor: Andy Zdan-Michajlowicz

This course seeks to give the student the opportunity to see how Marketing is applied in practice to maximize the potential of an organization.
Prerequisite: Principles of Marketing and Principles of Management.

Course Overview

The course explores in greater detail all the elements surrounding the marketing planning process from the analysis stage, the objective and strategy setting to implementation and control. An important element of the course is to critically analyse each stage and how they apply to real examples. Students are encouraged to put themselves in marketing situations and make decisions on marketing direction.

Required Readings, Text

Kotler, P. Keller, K et al, Marketing Management, (2009). Doran Kindersley. Wood, M.B. Essential Guide to Marketing Planning (2010) Pearson Education. Kotler, P. Principles of Marketing, Prentice Hall (2008)

Other texts as available:

Required Additional Materials
Students will be given photocopies of critical reading material as a follow-up to lectures or prior to the following lectures. Students will also be directed to other reading material and are encouraged to seek additional information. Internet access is essential.

Course Objectives

 The application of specific marketing theory to specific situations
 The challenges of a business and how to use marketing tools to solve them
 In depth research of a company: Its environment, competitive position, key competences,

internal structure and Strengths/weaknesses/opportunities/threats

 The structure and the elements of a successful marketing plan  The successful implementation of a marketing plan
 Managing international markets
 Services marketing

 Managing people

Learning outcomes: On completion of this course, students should be able to:

  • Understand what is meant by marketing orientation and its implications for the activities and mindset of a company.
  • Outline the Planning process – Analysis, planning implementation and control
  • Have the tools for understanding a company’s activities in competitive environment
  • Understand the importance of analysis in preparing a strategy
  • Explain the role of planning tools and their application to different types of companies.
  • Be familiar with growth strategies options , STP and the marketing mix in Marketingplanning.
  • Have a clear understanding of how to implement a strategy, including resourcesneeded
  • Be clear about the ‘human’ element in motivating staff and internal marketing
  • Be able to set budgets and understand what control mechanisms are.Content of the Course
  1. Introduction Defining marketing what is marketing? The Marketing context in the 21st Century
  2. The marketing planning process / overview / mission statement / and corporate objectives
  3. The marketing audit and analysis – understanding the company’s marketing environment / competitor analysis /collecting data and information system / what to do with the data
  4. SWOT and marketing analysis tools / setting objectives and getting a view of the future
  5. Strategy – segmenting / targeting and positioning / creating a specific market position, Data collection
  6. The marketing mix: product (branding and branding strategy / NPD) and promotion (types of promotion/ designing the message / choosing and briefing an advertising agency). Submission of First ( Individual) Assignment
  7. The marketing mix: Pricing (influence of industry on pricing elasticity marketing mix and pricing) / distribution (types of distribution/ the supply chain / distribution strategy / choosing a channel / market entry levels); Setting of Group assignment
  8. Exam The Service ‘p’s; (the service marketing mix/ analyzing a service – the service gap; customer retention management) relationship marketing (CPD)
  9. Implementation and control: Budgeting / timing; organizing people/ methods of control

10 International Marketing Strategy (standardization vs adaptation, PESTLE; implications in the marketing mix; cross cultural management conflicts)

11. The Challenges of marketing management: Organizational influences on management;

  1. 12  Marketing leadership functions and the role of marketing manager / influencingothers / communication process
  2. 13  Effective marketing teams /marketing motivation and team building / effectivemanagement
  3. 14  Marketing yourselves: internally and externally
  4. 15  Summary presentations: Final exams; Final presentation of Group Assignment

Course Requirements

Participation: Participation extends beyond mere attendance. Expect your instructor to keep track of how often you contribute to class discussion (as a whole), particularly during the panel discussion section. You may miss up to three classes without penalty – your first two absences count whether you have a good excuse or not. Each absence beyond the first three will cost you points off of your participation grade. The only exceptions to this rule are severe illness (doctor’s note required) and UNYT approved trips/activities. Appropriate documentation for absences beyond the first three is necessary the class day directly before or after the one you miss. In general: this class is intensive and interactive. Missing class could seriously affect your grade! Students are reminded not to approach the instructor for copies of the previous week’s materials during immediately before, during, or immediately after class. Students are expected to collect materials from their classmates or contact the instructor by e-mail.

Discussion and presentations: Discussion will make up 5% of the course grade.. They will be judged on how well they address the question, as well as general Presentation skills

Exams: Two examinations will be taken, one during week seven of the course and a final exam covering all course content during the final examination period.
Test format will combine multiple choice questions to check understanding of key issues and short essay questions related to business issues. The student will be expected to suggest marketing solutions using theory gained from this and previous courses.

Assignments: Students will have two assignments. The first will be a paper compiled by the individual student on a marketing-related issue. It will be designed to check the student’s ability to work independently, test creative thinking, to understand the context of marketing theory and its application as well as ability to meet deadlines.

The second paper will be a collaboration with a number of other class members and will involve field work. Both will be designed to test critical thinking, ability to research and compile information from primary and secondary sources and to create practical solutions to real problems. The application of knowledge is the primary objective in the assignments.

Final Examination to be given.

General Requirements

Deadlines in the fields of communication and journalism are critical. Therefore, late assignments and absence from tests will not be tolerated.

In the event of illness or emergency, contact your instructor IN ADVANCE to determine whether special arrangements are possible. The University’s rules on academic dishonesty (e.g. cheating, plagiarism, submitting false information) will be strictly enforced. Please familiarize yourself with the STUDENT HONOUR CODE, or ask your instructor for clarification.

Criteria for Determination of Grade, including Evaluation Methods

The grading scale listed below is the official UNYT grading scale.




Discussion and presentations


First Assignment


Second Assignment


Midterm exam


Final exam


Letter Grade

Percent (%)

Generally Accepted Meaning



Outstanding work





Good work, distinctly above average







Acceptable work







Work that is significantly below average







Work that does not meet minimum standards for passing the course

Bibliography (Additional Readings)

  • Drummond, G, Ensor J and Ashford, R (Strategic marketing: Planning and Control, Butterworth Heinemann (2007)
  • McDonald, M. Marketing Plans: How to Prepare them, How to Use them. Butterworth Heinemann (2002)
  • McDonald, M. On Marketing Planning, Kogan Page (2009)
  • Lancaster G. Massingham, L, and Ashford Essentials of Marketing McGraw Hill) (2001)
  • Dibb, S, Simkin L, Pride, W Ferrell, Marketing Concepts Houghton Mifflin (2005)
  • Brassington, F. And Pettitt, S. Principles of marketing (Prentice Hall) (2006)
  • Donnelly, R. The Marketing Planning Process, CIM Coursebook,, Butterworth Heinemann(2009)
  • Beamish, K. Ashford, R. CIM Marketing Planning Course book ButterworthHeinemann (2007)
  • Mintzberg H, The rise and Fall of Strategic Planning, Harvard Business Review, Jan-Feb1996 pp 107-114
  • Piercy, N. Market Led Strategic Change , Butterworth Heinemann (2009)
  • Baron, S., Harris, K, Services Marketing, Palgrave (2003)Technology Expectations
    Students must keep copies of all assignments and projects sent by e-mail. Assignments are to be word-processed. Continuing and regular use of e-mail is expected.

    STUDENTS: If you feel that you have special learning difficulties, please, make an appointment with Ms. A. Gramo. Ms. Anxhela Gramo is trained to help students with learning difficulties. She has offered to provide this service to our students, just as it is offered in all American universities.

    Prepared by

    Professor Andy Zdan-Michajlowicz



Instructor: Andy Zdan-Michajlowicz


Prerequisite: Principles of Marketing and Principles of Management