MARKETING

Vision

IoBM’s Marketing Department seeks to be the most sought after Centre of Excellence in the Country for Graduate and Undergraduate Studies in Marketing Science for Learning and Teaching, Research and Writing and Executive Education and Industry Projects.

Mission

The Marketing Department of Institute of Business Management aims to empower students to use critical thinking, experiential and active learning to become leaders in a challenging and demanding environment. The department further aims to nurture the students to become catalysts of change in creating and transferring a full continuum of specialized marketing skills through faculty members who are aware of the corporate environment and keep abreast with innovation through proactive research.

Mohammad Ekhlaque Ahmed

Head of Department (HoD)

Research
Industry Engagement
Capstone Projects

The marketing department is proficiently moving towards providing latest research in the ever changing field of Marketing. The entire department is working to create an environment of academic and practical research through direct interaction with the corporate world and bridging the gap between theory and practical field work.

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Industry engagement is referred to as working with different industries, where students can work with different corporation to apply their skills, theories and concepts learnt in class to the practical life and learn how things work in practicality This educational methodology enable students to enhance their degree training in a wide variety of real-world problem solving projects as part of their courses.

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(MARKETING DEPARTMENT)

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Course Descriptions

MARKETING (MKT)

MKT301 Principles of Marketing

The course is an introduction to the language and issues of marketing. The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing.

MKT302 Marketing Management

This is an intermediate level marketing course that incorporates a mix of lecture and case study approaches, rounding it off with a term- project aimed at understanding the practice of marketing management in the real business world. Pre-requisite: MKT 301/401

MKT401 Principles of Marketing

The course is an introduction to the language and issues of marketing. The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing.

MKT402 Marketing Management

This is an intermediate level marketing course that incorporates a mix of lecture and case study approaches, rounding it off with a term- project aimed at understanding the practice of marketing management in the real business world. Pre-requisite: MKT 301/401

MKT403 Sales Management

This course enlightens students on how organizations sales goals can be met in an effective & efficient manner through planning, staffing, training, leading & controlling organizational resources. The course teaches students to prepare sales plans and forecasting, territory planning, and time management among other topics. Pre-requisite: MKT 301/401, 302/402

MKT404 Methods in Business Research

Objective of this course is to introduce students with fundamental business research process and to provide them with the necessary skills in designing and conducting basic quantitative and qualitative research which can be applied to practical problems encountered in a business organization. Pre-requisite: MKT 301/401, 302/402, STA 202/403/404

MKT405 Marketing Research

An Applied Orientation takes a unique functional and marketing approach that illustrates the interaction between marketing research decisions and marketing management decisions. This course is comprehensive, practical, and presents a balanced coverage of both qualitative and quantitative material around marketing research. Pre-requisite: MKT302

MKT501 Strategic Marketing and Planning

This course will provide a general understanding of the strategic marketing process, its relationship to the corporate strategy and the particular role of market driven strategies. It will provide understanding of the concept of market orientation and role of distinctive capabilities to deliver value to different product-markets. Pre-requisite: MKT 301/401, 302/402

MKT504 Advertising

Advertising is a creative, and at times, controversial communicative genre that plays a central role in consumer culture. This course will challenge students to consider not only the creative dimensions of advertising but also to consider a sustainable social role for advertising. Pre-requisite: MKT 302/402

MKT505 Industrial Marketing

The course includes the nature of the industrial market, analysis of customer procurement strategy, product policy, pricing, distribution strategy, sales force management and key account selling strategy. Pre-requisite: MKT 302/402

MKT506 International Marketing

This course analyses opportunities, distinctive characteristics, and emerging trends in foreign markets; explores alternative methods and strategies for entering foreign markets; organizational planning and control; and impact of social, cultural and economic. Pre-requisite: MKT 302/402

MKT507 Services Marketing

This course provides an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Students will have the opportunity to work with tools and strategies that address these challenges. Pre-requisite: MKT 302/402

MKT508 Personal Selling

In this course students are taught the art of oral communication with potential buyers of a product with the intention of making a sale. Among marketing jobs, more people are employed in selling than any other field, hence this course gives good textbook knowledge to equip the student for such a position in the practical field. Pre-requisite: MKT 302/402

MKT509 Consumer Behavior

The course begins with providing an orientation on the concept of consumer behavior and its evolution with changing times with a cus on emerging segmentation and targeting.

MKT510 Direct and Digital Marketing

This course gives an insight into the nature and purpose of direct marketing and how companies can use the various promotional tools to gain a competitive edge. It differentiates the various elements of communication mix and explains where these are used to access targeted consumers. Pre-requisite: MKT 302/402

MKT511 Brand Management

This course is designed to introduce the concept of brands, brand equity, brand identities, the value of brand as an asset and how they deliver value to all the stakeholders including the company. Students will develop appreciation of brand architectures, brand-product relationships, brand vision and brand positioning. Pre-requisite: MAN401, MKT 302/402 atalog 2015-

MKT517 Media Marketing

This course teaches techniques which are used by marketers to sell media as well as methods employed to convince advertisers of how their applications can be used to obtain optimum results. Often this takes the form of presentations to advertisers and could include the preparation of a media plan for each campaign to help clients. Pre-requisite: MKT302

MKT519 Marketing of Financial Services

The growth and diversification of the financial services market has led to increasing competition for customers and the constant creation of new products. Significant regulatory developments, impact of technology and new entrants from the global arena and the challenge of retaining an ever so mobile consumer have a profound impact of competition in the sector hence the role of marketing is of creating and sustaining a competitive advantage. Pre-requisite: MKT 301/401, 302/402

MKT520 Merchandising and Sales Promotion

The course aims to touch upon a frequently overlooked facet of marketing; visual marketing and the role it plays in sales promotions. The course will explore the definition and use of visual merchandising with an emphasis on local companies and then move on to the role it plays in sales promotion. Pre-requisite: MKT 301/401, 302/402

MKT521 Distribution and Channel Management

The battle of consumer products is now fought in the field of distribution. Even the best advertising and communication and positioning strategy will not be capitalizing on the investments made until there are operational executions in the battlefield, i.e., distribution. Hence, this course has been designed to prepare students with a framework as well as operational plan for the execution of a successful distribution strategies related to the local multi-national and national environment, keeping in view the key elements of Pakistani markets. Pre-requisite: MAN 101/301/401, MKT 301/401, 302/402

MKT526 Public Relations and Event Management

Public relations is increasingly being recognized as an important business function. Accordingly, this course prepares students to acquire a full understanding of the function of public relations in a complex, social, economic and political environment. This course will also familiarize the students with the processes, tools and techniques required for effective public relations. Pre-requisite: MKT 302/402

MKT527 Integrated Marketing Communication

The objective of this course is to provide students with an understanding of integrated marketing communication from a conceptual point of view as well as its practical application in business organizations. It will focus on essential concepts such as the impact of communication and buying behavior, the role of promotional activities and tools, as well as provide insight into more advanced concepts and guiding principles of value-based IMC planning. Pre-requisite: COM402, MKT401

MKT530 New Product Development

This course educates students on the whole cycle of launching a new product. It engulfs areas right from conceptualization to research, design, testing, manufacturing and finally at the heart of it-marketing the new product. Pre-requisite: MKT302

MKT531 Retail Management

This course provides a good understanding of the concepts, strategies, and trends associated with a retail operation in the marketplace. It explores the current retail environment and key retail management strategies from managing merchandise and employees, to advertising and promotion. Pre-requisite: MKT302

MKT601 Marketing Strategies and Value Innovation

This course examines different marketing-led strategies to develop and grow a business. It explores the links between the business strategy and marketing strategies. It would involve application of concept and tools learned in various core courses and would sharpen the managerial intuition by developing and implementing a growth strategy for a business in a competitive market environment.

MKT603 International Branding

This innovative course of International Branding is intended to strategically extend international marketing practices and strategies in companies desirous to explore global market opportunities outside their home country. This course would help them understand the tremendous global business opportunities available for them which are not yet explored.

MKT605 Pricing Models and Strategies

The Strategy and Tactics of Pricing show how to manage markets strategically—rather than simply calculate pricing based on product and profit—in order to improve their competitiveness and the profitability of their offers.

MKT606 Non-Profit Marketing

The course focuses on the impact of non-profit marketing in the social sector and the growing intersection between non-profit management and the business world.

MKT607 Islamic Marketing

The course takes an integrated business approach to the application of Sharia principles in the marketing of pure, halal/holy products and services. It shows students how to integrate the timeless principles of enviable Muslim ethics especially to pricing and advertising. Pre-requisite: MKT302

MKT608 Small Business Marketing

The course is specially designed to help small businesses with limited resources to design effective and competitive marketing programs. Pre-requisite: MKT302

MKT610 New Product Development

This course educates students on the whole cycle of launching a new product. It engulfs areas right from conceptualization to research, design, testing, manufacturing and finally at the heart of it-marketing the new product. Pre-requisite: MKT302

MKT612 Distribution and Channel Management

The battle of consumer products is now fought in the field of distribution. Even the best advertising and communication and positioning strategy will not be capitalizing on the investments made until there are operational executions in the battlefield, i.e., distribution. Hence, this course has been designed to prepare students with a framework as well as operational plan for the execution of a successful distribution strategies related to the local multi-national and national environment, keeping in view the key elements of Pakistani markets. Pre-requisite: MAN 101/301/401, MKT 301/401, 302/402

MKT613 Marketing of Financial Services

The growth and diversification of the financial services market has led to increasing competition for customers and the constant creation of new products. Significant regulatory developments, impact of technology and new entrants from the global arena and the challenge of retaining an ever so mobile consumer have a profound impact of competition in the sector hence the role of marketing is of creating and sustaining a competitive advantage. Pre-requisite: MKT 301/401, 302/402

MKT614 Media Marketing

This course teaches techniques which are used by marketers to sell media as well as methods employed to convince advertisers of how their applications can be used to obtain optimum results. Often this takes the form of presentations to advertisers and could include the preparation of a media plan for each campaign to help clients. Pre-requisite: MKT302

MKT615 Brand Management

This course is designed to introduce the concept of brands, brand equity, brand identities, the value of brand as an asset and how they deliver value to all the stakeholders including the company. Students will develop appreciation of brand architectures, brand-product relationships, brand vision and brand positioning. Pre-requisite: MAN401, MKT 302/402 atalog 2015-

MKT616 International Marketing

This course analyses opportunities, distinctive characteristics, and emerging trends in foreign markets; explores alternative methods and strategies for entering foreign markets; organizational planning and control; and impact of social, cultural and economic. Pre-requisite: MKT 302/402

MKT617 Industrial Marketing

The course includes the nature of the industrial market, analysis of customer procurement strategy, product policy, pricing, distribution strategy, sales force management and key account selling strategy. Pre-requisite: MKT 302/402

MKT618 Advertising

Advertising is a creative, and at times, controversial communicative genre that plays a central role in consumer culture. This course will challenge students to consider not only the creative dimensions of advertising but also to consider a sustainable social role for advertising. Pre-requisite: MKT 302/402

MKT619 Marketing Research

An Applied Orientation takes a unique functional and marketing approach that illustrates the interaction between marketing research decisions and marketing management decisions. This course is comprehensive, practical, and presents a balanced coverage of both qualitative and quantitative material around marketing research. Pre-requisite: MKT302