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8511 Marketing Management Aiou 2019
8511 Marketing Management Aiou 2019
CHECKLIST
1. Textbook
2. Course Outline
3. Assignment No. 1 & 2
4. Assignment Forms (2 sets)
5. Tutorial & Assignments Schedule
Please contact at the address given below if you find anything missing out of the
packet:
Mailing Officer,
Mailing Section, Block-27,
Allama Iqbal Open University,
H-8, ISLAMABAD.
Phone: 051-9057611-12
ASSIGNMENT No. 1
Course: Marketing Management (9519/8511) Semester: Spring 2019
Level: MBA Total Marks: 100
Pass Marks: 50
Q. 1 (a) Define and describe the holistic marketing concept and its components. For an
organization of your choice, how can you prove that it has adopted the holistic
marketing concept? Develop appropriate marketing objectives for this
organization. (10)
(b) Select a business organization and describe its competitive environment for
the products or services. What are the implications of this for the selected
organization? (10)
Q. 2 (a) Explain what are the possible conflicts between marketing and other functional
areas and why? How can these conflicts be reduced or avoided? (10)
(b) What factors can be used to classify non-profit marketing? Select two
organizations, a non-profit and a profit-oriented organization, and describe the
similarities and differences in their marketing efforts. (10)
Q. 3 (a) Select two organizations of your choice, and compare and contrast their new
product planning process. (10)
(b) Identify a product in the market that has been in existence for 20 or more years
and explain why it has been successful for so long? (10)
Q. 4 On the basis of your learning from this course develop a framework of evaluation of
packaging. Evaluate recent package redesigns of three products of your choice using
the framework. (20)
Q. 5 (a) If demand determines the price ceiling and cost determines the price floor,
what is the role of competition in pricing? (10)
(b) What is the logic behind break-even analysis? Explain with examples the
limitations of break-even analysis. (10)
2
ASSIGNMENT No. 2
Total Marks: 100
Pass Marks: 50
You may use transparencies, charts or any other material for effective presentation. You
are required to select one of the following topics according to the last digit of your roll
number. For example, if your roll number is D-3427185 then you will select topic number
5 (the last digit).
TOPICS:
0. Market Segmentation
1. Developing a Positioning Strategy
2. Sales Promotion
3. Marketing Strategies Throughout the Product Life Cycle
4. Marketing Decision Support System
5. Challenges in New Product Development
6. Management Strategies for Market Leaders and Followers
7. Integrated Direct Marketing
8. The Marketing Process
9. Factors Influencing Buying Behavior
3
MARKETING MANAGEMENT (8511)
COURSE OUTLINE
4
Unit-4: Analyzing Marketing
4.1 Analyzing Business Markets and Business Buying Behavior
4.1.1 Organizational Buying
4.1.2 Institutional and Government Markets
4.2 Analyzing Industries and Competitors
4.2.1 Identifying Competitors
4.2.2 Identifying Competitors Strategies
4.2.3 Determining Competitors Objectives
4.2.4 Assessing Competitors Strengths and Weaknesses
4.2.5 Estimating Competitors Reaction Patterns
4.2.6 Designing the Competitive Intelligence System
4.2.7 Selecting Competitors to Attack and Avoid
4.2.8 Balancing Customer and Competitor Orientations
4.3 Identifying Market Segments and Selecting Market Targets
4.3.1 Market Segmentation
4.3.2 Market Targeting
5
6.2.2 Deciding Which Market to Enter
6.2.3 Deciding How to Enter the Market
6.2.4 Deciding the Marketing Program
6.2.5 Deciding the Marketing Organization
6
8.3 Managing the Sales Force
8.3.1 Designing the Sales Force
8.3.2 Managing the Sales Force
8.3.3 Principles of Personal Selling
8.4 Managing Direct and Online Marketing
8.4.1 Growth and Benefits of Direct Marketing
8.4.2 Customer Databases and Direct Marketing
8.4.3 Major Channels for Direct Marketing
8.4.4 Marketing in the Twenty-First Century and Online Marketing
8.4.5 Growing Use of Integrated Direct Marketing
8.4.6 Public and Ethical Issues in the Use of Direct Marketing
AIOU–AS-424(19)/PPU–29-3-2019–1000.