People Innovation Excellence

MARKETING MANAGEMENT (4 Credits)

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

 


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