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