MARKETING MANAGEMENT (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. Define the Concept of Marketing;
2. Identify the markets, customer, segments, competitive position, and potential target markets;
3. Construct in-depth knowledge of the four P’s of strategic marketing: Product, Price, Place, and Promotion;
4. Arrange a marketing plan for business case.

Topics:

1. Understanding marketing;
2. Consumer and business buying behaviour;
3. Analysing the marketing environment;
4. Developing Marketing Strategy and Plan 1;
5. Segmenting, targeting, and positioning;
6. Product, services, and branding: Building Customer Value;
7. Pricing: Understanding and capturing customer value;
8. Marketing channel;
9. Designing and Managing Integrated Marketing Communications;
10. Developing Marketing Strategy and Plan 2;
11. Global marketplace;
12. Sustainable marketing: Social Responsibility and Ethics;
13. Marketing Plan Presentation.