MARKETING MANAGEMENT IN DIGITAL ERA (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: analyze market opportunities by applying marketing concepts; evaluate an organization’s performance using marketing principles; apply appropriate marketing management approaches, including tools provided by digital channels, for marketing problem solving; propose creative and innovative strategic marketing plans for organizations; integrate digital marketing into overall marketing strategies; and demonstrate effective teamwork, leadership, and communication skills in marketing.

Topics:

The course begins with an overview of the marketing management process and strategic marketing planning. Students will learn to assess the marketing environment and make strategic decisions, including building brands and managing product-related strategies. Tactical decisions are further explored through pricing, distribution, and integrated communication channels. The course highlights multichannel marketing and managing relationships across the value chain, as well as approaches to developing a holistic marketing organization. Learning is enriched through collaboration with industry practitioners. The course concludes with a semester project where students present a strategic marketing plan integrating both traditional and digital strategies.