MARKETING MANAGEMENT (4 SCU)

Learning Outcomes:

On successful completion of this course, students will be able to: define the theoretical concept of marketing; describe the marketing environment; describe the customer-driven strategy and mix; explain extended marketing issues.

Topics:

1. Marketing: Creating Customer Value and Engagement;
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships;
3. Analyzing The Marketing Environment;
4. Managing Marketing Information to Gain Customer Insights;
5. Consumer and Business Buyer Behavior;
6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers;
7. Products, Services, and Brands: Building Customer Value;
8. Pricing: Understanding and Capturing Customer Value;
9. Marketing Channels: Delivering Customer Value;
10. Engaging Consumers and Communicating Customer Value: IMC Strategy;
11. Creating Competitive Advantage;
12. The Global Marketplace;
13. Sustainable Marketing: Social Responsibility and Ethics.