Program Announcement 2013 - 14 - Institute of Business ...

Description of Courses160'Precision' Demand Planning will be focused as a backend'pillar' of the subject.MKT501 Marketing ManagementThis course takes a simulation approach so that theprinciples of marketing can be applied for planning,analyzing, implementing and controlling marketingstrategies. Product, Price, Place and Promotionprograms are discussed in detail along with caseshighlighting the impact of changes in the elements ofthe marketing mix on profitability and productivity.Students are also involved in conducting marketingaudits. It dilates upon the philosophy of integratedmarketing and focuses on giving a top level leadershipview of managing businesses. Upon completion,students should be able to understand the role ofmarketing led decisions and appreciate the criticalityof the marketing function in order to achieveorganizational success.MKT505 Advanced and Applied Business ResearchThe purpose of the course is to have the students learnadvance tools and techniques of Marketing andBusiness Research which is imperative to effectivedecision-making. Research is systematic and scientificand as such it carries with it a huge knowledge bankof dos and don'ts. Throughout this course studentspractice various forms of qualitative and quantitativemethods of information collection, analysis, andinterpretation and learn how to apply them effectivelyin different situations. This learning is achieved throughcase-based class discussions, interaction with theindustry through guest speakers, and a live semesterlongproject. Advanced statistical techniques are taughtfor data analysis and interpretation and reinforcedthrough their application to the assigned researchproject. Students are also encouraged to usesophisticated software for data analysis, such as SPSS,and classroom learning is extended to the interpretationof the software outputs and their relevance to decisionmaking.Prerequisite: MKT501/MTS 506MKT551 AdvertisingThe purpose of this course is to provide students withan understanding of how the practice of advertising isapplied in a marketing environment. The course catersto the need to equip students with knowledge of theimportance of the role of advertising in the economy,and its place in the media of mass communications.This course emphasizes the preparation and executionof a media strategy. The students will be given an indepthunderstanding and study of advertising appeals,product and market research, selection of media,testing of advertising effectiveness and organizationof the advertising profession. Students will developskills in scientific media planning and management.Prerequisite: MKT 501MKT552 Consumer BehaviorThe course helps in better understanding of theindividual as a consumer. The concepts and theoriesthat underlie consumer behavior provide a deeperunderstanding of how the consumer contributes to thesuccess of a brand or firm. Students learn how toapply concepts like learning, personality, motivation,perception, attitudes, communication and decisionmaking in tailoring marketing and brand strategies topersuade customers to purchase. The need ofunderstanding consumers and their role in buildingbrand loyalty and brand equity is vividly discussed witheach concept. The research based project is a livepractical application incorporating strategies likedeveloping the product and improving it; determininga price point for the brand and designing marketingstrategies especially advertising, direct marketingtechniques and nontraditional communication.Prerequisite: MKT501 : MKT505*Recommended elective for Marketing MajorMKT553 Entrepreneurial ManagementThe objectives of this course are:a. To appreciate the role of entrepreneurship ineconomic growth and thereby personal careergrowth of business managers.b. To acquaint the students with the virtues ofentrepreneurship for the society so as to enablethem to consider it as one of the early or late careeroptions. The course imparts knowledge aboutentrepreneurial & entrepreneurial process, businesslifecycle, principle concepts and general guidelinesfor establishing a new business enterprise at a smallor large level in a dynamic business environment.Prerequisites: Principles of Management/Introduction to Business FinanceMKT556 Social MarketingPakistan ranks very low in social indicators and themajority of the population are living below the povertyline. Social marketing is an approach towards behaviorchange that has been developed by using the principlesof commercial sector marketing. Yet, the goals of socialmarketing are extremely different from the goals ofcommercial entities. In the United States, socialmarketing has been used successfully to combatsmoking in public places and has been used to increasephysical activity, improve nutrition, reduce heartdisease, increase the use of seat belts, and in improvingthe environment. This course is designed to examineresearch and practice in the area of social marketing,with the purpose of developing an excellentunderstanding of the application of social marketingprinciples and approaches. Social marketing reliesheavily on consumer research and students will beexpected to apply research techniques such as indepthinterviews to do consumer research on targetgroups as part of developing a strategy for a socialmarketing project of their choice. The course will focuson deepening understanding of target markets throughresearch and on using information collected throughresearch to manipulate the 4 Ps to develop an effectivesocial marketing campaign.Social marketing as opposed to commercial marketingfocuses on behavior change of various cross-sectionsof society. This behavior change relates to habits whichare detrimental to the uplift of society. Through acombination of theory and demonstration of practicalprojects, the students are exposed to the techniquesof social marketing. This exposure will broaden theemployment prospects of students in non-profit andnon-governmental organizations in addition to socialwelfare organizations in Pakistan.Prerequisite: MKT501MKT558 Customer AscendancyThe course helps to understand Marketing in the 21stCentury and transforming ordinary marketingorganizations into Customer Driven Businesses. The