MARKETING MANAGEMENT (4 Credits)

Learning Outcomes:

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

Topics:

Marketing: Creating Customer Value and Engagement; Marketing: Creating Customer Value and Engagement; Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships; Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships; The Marketing Environment; The Marketing Environment; Managing Marketing Information to Gain Customer Insights ; Managing Marketing Information to Gain Customer Insights ; Consumer and Business Buyer Behaviour; Consumer and Business Buyer Behaviour; Customer Value—Driven Marketing Strategy: Creating Value for Target Customers; Customer Value—Driven Marketing Strategy: Creating Value for Target Customers; Products, Services, and Brands: Building Customer Value; Products, Services, and Brands: Building Customer Value; Pricing: Understanding and Capturing Customer Value; Pricing: Understanding and Capturing Customer Value; Marketing Channels: Delivering Customer Value; Marketing Channels: Delivering Customer Value; Engaging Consumers and Communicating Customer Value: IMC Strategy; Engaging Consumers and Communicating Customer Value: IMC Strategy; Creating Competitive Advantage; Creating Competitive Advantage; The Global Marketplace; The Global Marketplace; Sustainable Marketing: Social Responsibility and Ethics; Sustainable Marketing: Social Responsibility and Ethics.