MARKETING MANAGEMENT IN DIGITAL ERA (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to apply marketing concepts in analyzing the market opportunities, evaluate an organization’s performance using marketing principles, apply appropriate marketing management approaches for marketing problem‐solving, propose a creative and innovative strategic marketing plan of an organization, and integrate a digital marketing strategy in the overall marketing strategy.

Topics:

As defined by the American Marketing Association (2015), marketing is: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This definition reflects a more critical role of a marketing manager in a company. A marketing manager is expected to work with other departments in the organization to deliver value and customer relationships; making sure that the customer experience is consistent and positive. Hence, Marketing Management is a dynamic and highly stimulating field of business studies. The purpose of this course is to develop knowledge and skills in the managerial aspects of marketing. The course provides an understanding of marketing as the basis for general management decision‐making and as a framework for analyzing business situations. It aims to expose students to the basic concepts, tools, and techniques in marketing and provide them with opportunities to apply these in problem solving and decision making in the area of marketing. A specific section about digital marketing has been added to this course to assist marketers in coping with the current digital developments.