D E P T .

O F M A N A G E M E N T S C I E N C E S

B A H R I A U N I V E R S I T Y I S L A M A B A D

S P R I N G S E M E S T E R 2 0 1 3

M B A - I I I Y


C O N T E M P O R A T Y I S S U E S I N
B U S I N E S S : M K T 6 9 1
C O U R S E L E V E L : G R A D U A T E
C O N T A C T H O U R S : 4 8
C R E D I T H O U R S : 3
S E C T I O N
P R E R E Q U I S I T E M K T 5 9 2


Instructor: Shahid M. Haq
haq.shahid@gmail.com
Room 404, New Campus
Phone 9260002-10/Ext 257
Contact Hours: As notified


Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 2







TABLE OF CONTENTS



1. INTRODUCTION
2. COURSE OVERVIEW
3. COURSE OBJECTIVE
4. OUTCOMES
5. CORE ABILITIES
6. TEACHING METHODS
7. ASSESSMENT DETAILS
8. STUDENT RESPONSIBILITY
9. RECOMMENDED READINGS
10. WEEKLY PROGRAM


















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1. INTRODUCTION


Department of Management Sciences, February 4, 2013
Bahria University,
Islamabad.


Dear Student,

Welcome to the core course on Marketing known as Contemporary Issues in Business. This
course runs for a single semester and consists of Lectures, Readings and Articles, Presentations,
Case Studies and a Project.

The core course is designed to be taught at the senior level. At this advanced level it is expected
that topics and cases to be discussed in the class will already be read by you before coming to
class so that any clarifications you need can be given. Please be aware that course assessment
draw heavily upon the lecture, discussion, in class activities, cases, assignments and quizzes.
Therefore it is very important that you attend classes regularly and keep up with the program.
Since there is no assigned textbook, attending classes and following the course would be very
essential for doing well. If you fall behind you may have difficulty catching up. Everything
taught, discussed, done and assigned in the class is IN THE COURSE!

This Course Outline covers the key aspects of the course. Please, read it carefully and raise any
queries you may have at the beginning of week 2.

I would like to remind you that all of you start this course with a potential of scoring 100 marks.
How many of these you score at the end of the course is up to you.

I wish you all success.


Kind Regards


Shahid M. Haq







Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 4


2. OVERVIEW

This particular course has been designed as a core course in marketing for those who have
completed four years of the BBA (Hons.) program in any discipline. As the students will be coming
with different specializations, not necessarily all marketing, the course will have more width than
depth in its approach. It will introduce the students to new and exciting issues in contemporary
marketing. Marketing is a continuously evolving discipline impacted by changing conditions
therefore its study needs to be dynamic so that it keeps pace with the various scenarios.

Real world marketing can present challenges which are not always covered in textbooks. For each
topic the course will include a quick review of the basics and then move on to what is happening or
being talked about in the market and the world.


3. OBJECTIVES

This course attempts to give a holistic view of present day issues in marketing to students with
undergraduate specializations in Marketing, Finance and HR. As the course will follow and analyze
the new trends shaping the industry it would help the organization in adopting new practices
through improved inter-departmental working between the marketing and other departments in an
organization.

4. OUTCOMES

The learning goals associated with this course are:
Recognize and evaluate some of the contemporary issues facing organizations and
particularly marketers and marketing in today's dynamic marketplace
Examine how traditional marketing theory, structures, concepts, techniques and
practices may become emerging issues, transformed by new knowledge or
impacted by alternative perspectives
Explain a number of contemporary issues and their impact in detail
Analyze existing literature to gain insight into selected current and future issues
that will impact business and marketing in particular
Recommend and compose responses to existing or potential marketing issues.

5. EXPECTATIONS FROM STUDENTS:

1. Willingness to learn, work diligently and demonstrate the knowledge acquired.
2. Search and research new and contemporary topics and issues in this field
3. Participate in and add to the learning in the course
4. Ability to think creatively and analytically.
5. Debate about and justify positions regarding current issues

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6. Effective written and oral communication skills.
7. Ability to interact and work efficiently and effectively in groups.



6. TEACHING METHODS:

The course is taught through in-class lectures and discussions, readings, case studies, discussion
and analysis of industry issues and student presentations. Projects and Guest Lectures will add to
the learning. Students are expected to research and find topics and present, articles and videos of
interest that are relevant to the subject.



7. ASSESSMENT DETAILS
1. Quizzes 15
2. Assignments 10
3. Project 10
4. Mid Term Exam 25
5. Final Exam 40
Class participation, preparation and review of readings, attendance, discipline, participation in
class activities, and timely submission of all assignments, appearance in quizzes will all be
essential for doing well. Students are required to complete the prescribed program of all
assignments, quizzes, presentations and project to the satisfaction of the class instructor.
Assignments not submitted by the deadline will normally be regarded as a failed assessment.

Quizzes:

Announced or unannounced quizzes will be given to evaluate the students comprehension and
learning of the material and topics previously discussed.

Assignments:
Assignments will be given to check the students understanding of the theory, implementation and
application of the subject being studied.


Journal

Students are encouraged to look for new ideas and approaches to marketing, especially those
applicable to the Pakistani market. Please keep a record of these; it would be collected at
intervals by the instructor.


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PROJECT:
A project/term paper will be done and evaluated in a manner to demonstrate and add to the
learning. Students are encouraged search and research on contemporary issues and practices,
contact organizations and interact with them for understanding, reviewing and evaluating the
impact of introducing new and contemporary practices in these organizations.

Projects will be done in groups of five members with one as the leader. This group list must be
finalized by beginning of week 2. It is better to joining a diverse group outside your comfort
zone as it will give you a wider understanding and new insight into the working of the real
world.

Details of the Group Assignments will be announced to the class when the course commences. It is
also your responsibility to report any free-rider in your group before the submission of Group
assignments.


Project Reports will need to be submitted in three parts:
1. Proposal
2. Partial submission before Mid Terms
3. Final submission three weeks before finals.

All submissions will be graded independently so do not keep all the good work for the end of
semester. Do it early!!


8. STUDENTS RESPONSIBILITIES

To be a successful Business Manager, you must first learn how to manage yourself to bring out
the best in you. Students must responsibly manage their own time, discipline, and other resources
preparation before lessons is mandatory; punctuality in attendance and submission of
assignments will be essential for doing well.

It will take more than the traditional learning path to do well in this course. Students are
expected to embrace creative thinking, look for new ideas, leverage on group dynamics, and
research for alternative ways to solve contemporary issues of marketing.

Students are expected to be decently dressed and come to the class with copy of the assigned
readings and materials for taking notes and quizzes. Borrowing items during surprise quizzes
will not be allowed.

Contact Mechanism:

In the first class please give your email IDs to the CR so he/she can create a yahoo group. This will be
my means of communication with the class.


Attendance:

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Attendance is to be taken within 5 minutes of the commencement of the class. Please do not be
late. Attendance will be marked for each hour of class and maintaining a MINIMUM of 75% is
mandatory for taking the exams. Attendance/Absences noted in each class is updated in the
online system each week and these cannot be reversed later. It is therefore very important to be
punctual. Short attendance will be reported to the exam cell and can result in disqualification
from taking the mid-term or the final exam.

Plagiarism:

Plagiarism is immoral, illegal and unacceptable. It is defined as copying or paraphrasing
anothers work, whether intentionally or through failure to take proper care, and presenting it as
ones own, whether of another student or published authority. Necessary software is now
available to detect the practice. Students indulging in plagiarism shall be subject to penalties,
lower or zero grades and report to the higher authorities.


9. RECOMMENDED READINGS:

There is no single recommended textbook. For the basic course overview and topics any
standard text on marketing will suffice. The contemporary issues to be addressed will be
through articles/cases/readings which will be given in class or in a Course Pack. It would be the
responsibility of the student to complete these readings before coming to class.

Students are encouraged/would be assigned to search for new innovative and contemporary
issue/practices in marketing that are proving to be successful.
10. WEEKLY PROGRAM

The following is an approximation of the weekly program of topics and subjects to be covered.
Based on the availability of guest speakers or other activities this would be adjusted.

Week one:
Marketing Review

Week Two:
Customer Behavior- A different view

Week Three:
Market Research and Segmentation- Extending the research and deepening the segmentation

Week Four:
Brands and Branding What new is happening?


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Week Five:
New Product Development The current approach

Week Six:
Pricing and Pricing Challenging the conventional approach

Week Seven:
Promotion and Advertising The Digital Age and the fragmentation of the media

Week Eight:
Marketing Channels and Sales Management Technology disrupting the status quo

Week Nine:
Mid Terms

Week Ten
Mid- term Review
Marketing of Services

Week Eleven:
B2B Marketing - The new marketing organization

Week Twelve:
New markets and new trends in Marketing New opportunities changing strategies

Week Thirteen:
Marketing Strategy & International Marketing Globalization and glocalization

Week Fourteen:
Marketing Issues in Pakistan Our challenges

Week Fifteen:
Final Presentations on Projects

Week Sixteen:
Cases in Marketing - Scenarios

Week Seventeen
Closing Observations
Revision
Week Eighteen
Final Exam BEST OF LUCK!!