People Innovation Excellence

MARKETING MANAGEMENT (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Define the concept of marketing; Describe the consumer and business buyer behavior; Construct the customer-driven strategy and marketing mix; Explain extended marketing issues

Topics:

  1. Marketing: Creating and Capturing Customer Value;
  2. Analyzing the Marketing Environment;
  3. Managing Marketing Information to Gain Customer Insights;
  4. Consumer Markets and Consumer Buyer Behaviour;
  5. Business Market and Business Buyer Behaviour;
  6. Customer-Driven Marketing Strategy;
  7. Product, Services, and Brands: Building Customer Value;
  8. Pricing: Understanding and Capturing Customer Value;
  9. Marketing Channels: Delivering Customer Value;
  10. Communicating Customer Value: IMC Strategy;
  11. Creating Competitive Advantage;
  12. The Global Marketplace;
  13. Sustainable Marketing: Social Responsibility and Ethics

Published at : Updated

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