Course : Marketing Operations

Course Code : BMKT 22263

Credit Value : 3

Status : Compulsory

Level                           : Level 2

Semester                     : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. demonstrate the managerial perspective of  marketing as an integrated approach for today’s organizations
  2. practice the marketing fundamentals as an integral content followed by management approach referring to different industries
  3. relate the theoretical and conceptual content of marketing to solve the managerial issues pertained to marketing discipline
  4. customize the traditional approach of business operations into dynamic marketing oriented culture by modifying the managerial discipline
  5. 5. prepare marketing tools to implement for real life scenario in par with inherited challenges exist in different industries

Course Content :


Topic No.

Topic

Learning Outcomes

Teaching

and

Learning method

Method of Assessment

1

Introduction to marketing management process & planning

At the end of the session students should be able to;

  1. clarify the scope of marketing as a management process
  2. demonstrate how marketing orientation should be applied in modern organizations
  3. apply the fundamentals of marketing into the practice as a managerial process
  4. improve the ability  of applying  marketing fundamentals in managerial scope
  5. practice decision making approaches in a marketing oriented manner to embed with professional intent

Lectures

Class room discussions Brainstorming sessions

End Semester Examination

2

Environment analysis & Decision Making

At the end of the session students should be able to;

  1. analyze external and internal environment to make marketing decisions in par with industry dynamics
  2. interpret  the environment dynamics as to recognize their impacts to organizations
  3. develop an environmental assessment  profile to assist in marketing decisions for a given context
  4. participate in an environment scanning to predict the futuristic trends as to gage  marketing opportunities
  5. practice the environment analysis techniques pertained to different industries and sectors

Lectures

Buzz groups discussions



Examination Group assignment report

3

Segmentation, Targeting & Positioning Application

At the end of the session students should be able to;

  1. apply the basis of  market segmentation  to develop segmentation profiles pertained to different markets
  2. justify the rational approach of developing segmentation profiles, market targeting and positioning strategies for a given situation
  3. develop market targeting and positioning strategies by analyzing market opportunities
  4. practice the learnt theory in real life scenarios along with needed decision making intent

Lectures

Group discussions

End Semester Examination Group simulation assignment report and presentation

4

Designing value process

At the end of the session students should be able to;

  1. clarify the fundamentals of value creating process of an organization pertained to different industry disciplines
  2. demonstrate the integration amongst value creating activities of an organization
  3. develop value creating process for an organization in par with the marketing basis for different sectors
  4. improve the skills of evaluating how value creating processes being implemented in different sectors
  5. practice the value creating process based on a given case study to improve the execution content of learnt theories

Lectures

Buzz groups Group assignment

End Semester Examination Group assignment report and presentation

5

Product & Branding Strategies

At the end of the session students should be able to;

  1. discuss the content of product strategies and basic elements of branding referring to different sectors
  2. relate the learnt content into practice referring to product strategies and examine their implementation in real life scenario
  3. apply the learnt  basis to solve  branding and product related  issues pertained to real life contexts
  4. examine how product and service sector organization implement basic branding strategies

Lectures Brainstorming sessions Workshop

End Semester Examination Class room activity report and presentation

6

Pricing strategies

At the end of the session students should be able to;

  1. analyze the different pricing strategies and methods to figure out effectiveness of those for different contexts
  2. demonstrate how pricing should be integrated with other marketing elements
  3. apply the pricing process to set the price in real life scenario depending on the industry specific factors
  4. practice price implementation strategies by considering the challenges found in pricing in nature
  5. differentiate the pricing techniques and strategies to choose the rationalized approach to decide pricing approach for a product
  6. prepare the setup to implement the set price as an integrated element with other marketing tools

Lectures

Buzz groups

End Semester Examination

7

Distribution strategies

At the end of the session students should be able to;

  1. apply the learnt basics to design a channel management process for an organization
  2. prepare a distribution plan for an organization based on a given scenario
  3. develop distribution plan to assist to implement determined distribution strategy
  4. apply the learnt content into a real life scenario to solve distribution and channel management issues

Lectures

Debates

End Semester Examination Class room activity report

8

Promotional strategies

At the end of the session students should be able to;

  1. analyze the promotional tools to justify their effectiveness in practice for a given context
  2. apply promotional mix along with set objectives considering real life contexts pertained to different industries
  3. interpret the way how promotional mix is being used by organizations in practice
  4. develop promotion plan along with set objectives to implement the promotional tools
  5. apply the learnt content to evaluate the effectiveness of implemented promotional tools
  6. practice the promotional strategies to solve marketing issues pertaining to a given case of a situation

Lectures

Group discussions

Workshop (guest speech)

End Semester Examination Class room activity Report and presentation event

Recommended Reading:

  1. Kotler P. and Keller K.L. (2011), “Marketing Management, 14th edition, Prentice Hall.
  2. Kotler P. and Armstrong G. (2010), “Principles of Marketing: A South Asian Perspective”, 13th edition, Prentice Hall.
  3. KazmiS.H.H.(2007), “Marketing Management ", 2ndEdition, Excel Books India.
  4. Cant, M.C., Strydom, J.W., Jooste, C.J. and Plessis, P.J.(2009), "Marketing Management", Juta and Company Ltd.
  5. Kotler P., Keller K.L., Koshy A. and Jha M.  (2012), “Marketing Management: A South Asian Perspective”, 14th edition, Prentice Hall.
  6. Peter J. P. and Donnelly J. H. (2012), “Marketing Management: Knowledge and Skills”, 11thedition, McGraw-Hill/Irwin.
  7. Mullins J. and Walker O. (2012), “Marketing Management: A Strategic Decision-Making Approach” 8th edition, McGraw-Hill/Irwin.
 

Highligts

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