People Innovation Excellence
 

MARKETING MANAGEMENT (4 Credits)

Learning Outcomes:

On successful completion of this Course, students will be able to: Evaluate the concept of marketing; Describe the consumer and business buyer behavior; Describe the customer-driven strategy and marketing mix; Explain extended marketing issues.

Topics:

  1. Marketing: Creating and Capturing Customer Value;
  2. Company and Marketing Strategy;
  3. Analyzing the Marketing Environment;
  4. Managing Marketing Information to Gain Customer Insights;
  5. Consumer and Business Buyer Behavior;
  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. Engaging Customers and Communicating Customer Value: IMC Strategy;
  11. Creating Competitive Advantage;
  12. The Global Marketplace;
  13. Social Responsibility and Ethics.

 


Published at : Updated

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