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 mix; Explain extended marketing issues.
Topics:
- Marketing: Managing Profitable Customer Relationships
- Company and Marketing Strategy: Partnering to Build Customer Relationships
- The Marketing Environment
- Managing Marketing Information
- Consumer and Business Buyer Behaviour
- Customer-Driven Marketing Strategy: Creating Value for Target Customers
- Products, Services, and Branding Strategy
- Pricing: Understanding and Capturing Customer Value
- Marketing Channels: Delivering Customer Value
- Communicating Customer Value: IMC Strategy
- Creating Competitive Advantage
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics
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