MARKETING MANAGEMENT (6 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: Apply different management phases and concept in managing an organization; Explain different challenges in management and decision-making process; Explain ethics and social responsibility in business practice. Describe marketing mix and marketing strategy in different business situations; Apply appropriate marketing concepts in simple marketing strategies; Identify and explain the effects of marketing practices towards the community and the environment at large. Define existing consumer behavior concept, theories, and models; Describe basic principles of consumer’s behaviors from a variety of behavioral perspectives; Describe the role of consumer’s behavior in mass communication from the perspective of public relation and advertising; Recognize the influence and roles of various factors relating to consumer’s decisions process; Demonstrate the usage of consumer marketing research and strategy to shape consumer behavior; Analyze consumer decision making in a variety of situations and be able to develop  decision model for a specific product/ brand/ situation.

Topics :

The class introduces students to the concepts, principles and theories of management practice. The course examines generic management theories that are also applicable to a variety of organizational structures that students can apply to media industries. The course also explores issues of leadership, from decision making, planning, ethics, motivation for performance managerial controlling and corporate responsibility.

This course is designed for media and social science students, intended to be the first gateway to the world of marketing. It provides fundamentaltheories, concepts and techniques in the science of marketing and gives students the foundation ofwhat marketing is all about.

This course introduces an in-depth understanding of the roles and function of consumers in the market place and it’s implication for marketing strategy related to public relations and advertising. The class demonstrates and analyzes consumer decision making process, perception, learning, group influences, and marketing implications.

Pre-requisite:  None