“Marketing Management is organised into 5 units addressing topics of marketing management. The course begins with introducing marketing by focusing on the principles of marketing, marketing in developing economy and marketing of services. Unit 2 covers planning and organisation which covers the topics of planning marketing mix, market segmentation, marketing organisation, and marketing research and its applications. Unit 3 covers the topics of consumer behaviour and product management. Discussion on topics like product decisions and strategies, product life cycle and new product development, and branding and packing decisions will be discussed here. Unit 4 focuses on pricing and promotion strategy. Topics like pricing policies and practices, marketing communication, advertising and publicity, and personal selling and sales promotion are included in this unit. The last unit - Unit 5 is about marketing distribution and public policy. Topics like sales forecasting, distribution strategy, managing sales personnel, and marketing and public policy will be discussed in this unit”.
Learning Outcomes
After successfully completing this course, students should be able to:
• develop learners’ abilities to understand the importance of planning marketing mix.
• enhance learners’ understanding of market segmentation.
• familiarize learners with the concept of marketing organisation.
• familiarize learners with marketing research and its applications.
• acquaint learners with the models of consumer behaviour and determinants of consumer
behaviour.
• develop learners’ abilities in product management.
• familiarize learners with pricing and promotion strategy in marketing.
• familiarize learners with distribution and public policy.
Topics
• Introduction to Marketing and Marketing of Services
• Marketing Planning and Organisation
• Understanding Consumer and Product Management
• Pricing and Promotions Decisions
• Marketing Distribution and Public Policy
Main Reference
Marketing Management, Commonwealth of Learning Executive MBA/MPA course material.
*While the University will strive its best to maintain fee levels for as long as it can, it nevertheless reserves
the right to adjust course fees from time to time with the approval of the Ministry of Higher Education.
Other references
Kotler, P. & Keller, K.L. (2012), Marketing Management, 14th edn, Essex: Pearson Prentice Hall.
Marshall, G.W. & Johnston, M.W. (2011), Marketing Management, International edn., New York, McGraw-Hill.
Peter, J.P. & Donnelly, J.H. (2013), Marketing Management; Knowledge and Skills, 11th edn., New York, McGraw-Hill.
Learning Outcomes
After successfully completing this course, students should be able to:
• develop learners’ abilities to understand the importance of planning marketing mix.
• enhance learners’ understanding of market segmentation.
• familiarize learners with the concept of marketing organisation.
• familiarize learners with marketing research and its applications.
• acquaint learners with the models of consumer behaviour and determinants of consumer
behaviour.
• develop learners’ abilities in product management.
• familiarize learners with pricing and promotion strategy in marketing.
• familiarize learners with distribution and public policy.
Topics
• Introduction to Marketing and Marketing of Services
• Marketing Planning and Organisation
• Understanding Consumer and Product Management
• Pricing and Promotions Decisions
• Marketing Distribution and Public Policy
Main Reference
Marketing Management, Commonwealth of Learning Executive MBA/MPA course material.
*While the University will strive its best to maintain fee levels for as long as it can, it nevertheless reserves
the right to adjust course fees from time to time with the approval of the Ministry of Higher Education.
Other references
Kotler, P. & Keller, K.L. (2012), Marketing Management, 14th edn, Essex: Pearson Prentice Hall.
Marshall, G.W. & Johnston, M.W. (2011), Marketing Management, International edn., New York, McGraw-Hill.
Peter, J.P. & Donnelly, J.H. (2013), Marketing Management; Knowledge and Skills, 11th edn., New York, McGraw-Hill.
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