MARKETING MANAGEMENT (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Define the theoretical concept of marketing; Describe the marketplace and consumers; Describe the customer-driven strategy and mix; Explain extended marketing issues.

Topics:

1. Marketing: Managing Profitable Customer Relationships;
2. Company and Marketing Strategy: Partnering to Build Customer Relationships;
3. The Marketing Environment;
4. Managing Marketing Information;
5. Consumer and Business Buyer Behaviour;
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers;
7. Product, Services, and Branding Strategy;
8. Pricing Products: 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.