People Innovation Excellence

MARKETING MANAGEMENT (4 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. Partnering to Build Customer Relationships;
  3. Analyzing the Marketing Environment;
  4. Managing Marketing Information to Gain Customer Insights;
  5. Consumer Markets and Consumer Buyer Behaviour;
  6. Business Market and Business Buyer Behaviour;
  7. Customer-Driven Marketing Strategy;
  8. Product, Services, and Brands: Building Customer Value;
  9. New Product Development and Product Life-Cycle Strategies;
  10. Pricing: Understanding and Capturing Customer Value;
  11. Pricing Strategies;
  12. Marketing Channels: Delivering Customer Value;
  13. Retailing and Wholesaling;
  14. Communicating Customer Value: IMC Strategy;
  15. Advertising and Public Relations;
  16. Personal Selling and Sales Promotion;
  17. Direct and Online Marketing;
  18. Creating Competitive Advantage;
  19. The Global Marketplace;
  20. Sustainable Marketing: Social Responsibility and Ethics

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