People Innovation Excellence

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.

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