Department of Marketing
School of Business and Entrepreneurship
Independent University, Bangladesh
COURSE OUTLINE
1. Course Information:
Course Code MKT-302 Course Title Advanced Marketing Management
Semester/ Year Spring 2025 Level / Term 2nd Year
Course Type Core Pre-requisite (If any) MKT-201
Credit Value 03 Contact Hours / Week 2
Section 03 Total Marks 100
2. Instructor’s Information:
Name Dr. Rafiuddin Ahmed Designation Professor of Marketing
E-mail rafiuddin@[Link] WhatsApp +8801760928099
Class Room BC 3002 Office Room 3006
Class Hours ST 02:40 – 4.10 pm Tutorial Hours ST -6.00 pm
Course Rationale:
Marketing Management is a course that examines the role and importance of marketing in the firm and
other organizations. We will cover topics such as marketing plans/strategies, marketing research,
market segmentation, retailing, advertising, pricing, Internet marketing, etc. You will find the course
interesting and informative. Keep on top of the work. All the best.
Specific objectives include:
● To enhance your knowledge about marketing theories, principles, strategies and concepts and
how they are applied;
● To provide you with opportunities to analyze marketing activities within the firm;
● To allow you to apply marketing concepts and theories to realistic marketing situations.
At the end of this course, you should be able to:
● Recognize the importance of marketing in an organization, how marketing relates to other
business functions, and the role of marketing in society at large.
● Do basic secondary research relative to marketing in an organization (e.g., by using Internet
search engines, such as Yahoo, Google, etc.)
● Select, analyze and define a target market for a selected product or service.
● Develop a marketing plan or strategy for a product or service (e.g., company objectives,
marketing objectives, target market(s), advertising, pricing, distribution, product/ service
development, evaluation of competitors, contingency plans, budget, etc.)
● Evaluate/analyze the marketing strategy for an existing product and/or services. Know the
basic marketing concepts and theories.
The course will also enhance your achievement of the following curriculum objectives:
● Written communication skills
● Technology (computer) skills
● Understanding of global issues in marketing/business
● Critical thinking
● Analytical skills
● Appreciation of ethical issues in marketing/business
Student Learning Outcomes
The Course Learning Outcomes (CLOs) are what you should be able to demonstrate by the end of this
course, if you participate fully in learning activities and successfully complete the assessment items.
CLOs also contribute to your achievement of the Program Learning Outcomes (PLOs), which are
developed across the duration of a program for all students. More information on coursework PLOs is
available under Policies and Support. PLOs are, in turn, directly linked to IUB graduate
capabilities and the aspiration to develop “globally focussed graduates who are rigorous scholars,
capable of leadership and professional practice in an international community”.
For PG research PLOs please refer to the IUB HDR Graduate Attributes and Learning Outcomes.
The following table shows how the CLOs for this course relate to the overall PLOs and indicates where
each CLO and PLO is assessed:
Course Learning Outcomes Program Learning Course Assessment Item
Outcomes
On successful completion of the This course helps you This learning outcome will be
course, you should be able to: to develop the following assessed in the following
Program Learning items:
Outcomes:
CLO1: Assess different viewpoints on PLO 1: Business Case Study
brand and think cogently and critically knowledge
about these viewpoints; Individual Presentation
PLO 2: Problem solving
Group Project
Individual Assignment
CLO2: Analyse specific problems and PLO 1: Business Case Study
challenges in brand management, knowledge
and to devise sound and practical Individual Presentation
solutions to these problems; PLO 2: Problem solving
PLO 5: Responsible Group Project
business practice
Individual Assignment
PLO 6: Global and
cultural competence
CLO3: Use resources (e.g., PLO 1: Business Case Study
marketing research, research studies, knowledge
expert advice, etc.) in an informed Individual Presentation
and skillful way as part of the process PLO 2: Problem solving
of developing ideas, plans and
PLO 5: Responsible Group Project
solutions
business practice
PLO 6: Global and
cultural competence
CLO4: Effectively communicate PLO 3: Business Case Study
branding knowledge in oral and communication
written contexts; Individual Presentation
Group Project
Individual Assignment
CLO5: Work individually and as an PLO 4: Teamwork Case Study
effective member of a team
Individual Presentation
Group Project
Part C: Assessment and Evaluation:
Assessment Method Assessment Tools Marks Distribution Sub Total
Class participation/Attendance 10%
Continuous Presentation 10%
50%
Assessment Quiz 10%
Mid Term 20%
Summative Report/Assignment 10%
50%
Assessment Final Exam 40%
Total 100%
Grading Scheme
The following chart will be followed for final grading.
A A- B+ B B- C+ C C- D+ D F
90- 85- 80- 75- 70- 65- 60- 55- 50- 45- <
100 89.9 84.9 79.9 74.9 69.9 64.9 59.9 54.9 49.9 45
Learning Resources And Textbook(s)
Text Book(s)
Author Edition & Year Publisher
Title
Philip Kotler and 15th
Marketing Management Pearson
Kevin Lane Keller
Teaching Strategy (Online, classroom, blended, self-directed through CD, web-based courses)
The classes will be conducted through various activities including presentation of
Marketing concepts and issues, discussion and exchanges of ideas related to
Marketing, environment, history, student initiative and active involvement, cases
abstracting actual business practices, and written assignment. Students are
expected to actively involve and take initiative for their own learning experience.
Part C: Assessment and Evaluation:
Assessment Method Assessment Tools Marks Distribution Sub Total
Class participation/Attendance 10%
Continuous Presentation 10%
50%
Assessment Quiz 10%
Mid Term 20%
Summative Report/Assignment 10%
50%
Assessment Final Exam 40%
Total 100%
Grading Scheme
The following chart will be followed for final grading.
A A- B+ B B- C+ C C- D+ D F
90- 85- 80- 75- 70- 65- 60- 55- 50- 45- <
100 89.9 84.9 79.9 74.9 69.9 64.9 59.9 54.9 49.9 45
Course Contents & Schedule
Week Chapter
Topic
No.
01 01 Defining Marketing for the New Realities
01
02 02 Developing Marketing Strategies and Plans
02
03 03 Collecting information and forecasting demand
03 09 Identifying market segments and targets
04
05 and 06 10 Crafting the brand positioning
06 MID MID TERM
TERM
07 12 Addressing competition and driving growth
08
09 13 Setting products strategy
09
10 16 Developing Pricing Strategies and Programs
10
11 19 Designing and Managing Integrated Marketing Communications
12 PRSN PRSN
12 FINAL FINAL
Grading policy: As per IUB grading policy
Classroom Rules of Conduct
1. Students are encouraged to be regular in the class and be on time.
2. Mobile phones must be switched off or put-on silent mode when the class is
underway (only in case of emergency, walk out of the room slowly to attend
incoming calls without disturbing fellow classmates).
3. Students are expected to stay away from any sort of misconduct (side-talk, noise
etc.), which may create problem in class proceedings.
4. Any unusual request (grade change, undue advantage) regarding grades of quizzes,
assignments and exams will not be entertained. These may lead to a disciplinary
action.
5. Academic Integrity Policy:
School of Business does not tolerate academic dishonesty by its students. At minimum,
students must not be involved in cheating, copyright infringement, submitting the same
work in multiple courses, significant collaboration with other individuals outside of
sanctioned group activities, and fabrications.
Students are advised that violations of the Student Integrity Code will be treated seriously,
with special attention given to repeated offences.
Please Refer to IUB Student Handbook, Sections: “Disciplinary Actions” and “Procedures
and Guidelines”.
LATE ASSIGNMENT POLICY
Promptness is a highly valued attribute in the workplace. Employees are expected to plan
ahead to meet deadlines. Managers reprimand or terminate employees who are repeatedly
late in submitting assignments. In this course, submitting assignments late will be
penalized. For each day late, 10 percent will be deducted from the value of the
assignment.
Exams & Make Up Policy
In order to complete the course, students must submit all the required assignments and sit
for the exams. Make-up exams are not given unless there is a major circumstance
preventing the student from sitting in the exam (official material evidence is required). The
timing of the make-up is to be fixed with the instructor of the course if granted.
Formal dress code will be maintained during exams. Cell phones are prohibited in exam
sessions. Further instructions will be given in class by the instructor.
Attendance Policy
Students are required and expected to attend all classes and participate in class
discussions. Independent University mandates to fail students who are absent 25% or
more from their classes, even if such absences are excusable. The one who will attend all
the classes will earn full credit for the attendance.
Communication Policy
All communications should take place using the instructor’s email and Google classroom. In
addition, students can communicate in the class or during the instructor’s office hours.
Appropriate Use Policy
All members of the IUB community must use electronic communications in a responsible
manner. The University may restrict the use of its computers and network systems for
electronic communications subject to violations of university policies/codes or local laws or
national laws. Also, the university reserves the right to limit access to its networks through
university-owned or other computers, and to remove or limit access to material posted on
university-owned computers.
Students Complaints Policy
Students at Independent University have the right to pursue complaints related to faculty,
staff, and other students. The nature of the complaints may be either academic or non-
academic. For more information about the policy and processes related to this policy, you
may refer to the student handbook.
Note: The instructor reserves the right to make changes to the syllabus if necessary.
** Lecture notes will be provided in the Google Classroom
Dr. Rafiuddin Ahmed
Professor
Department of Marketing, DU
&
Advisor, IUB
Email: [Link]@[Link] and rafiuddin@[Link]
Mobile: 01760928099
