At the end of this course, the students; 1) Comprehend the importance of marketing in business functions. 2) Develop marketing strategies and implement them in business life. 3) Know marketing environment. 4) Examine the effective factors on marketing strategies and provide an implication in business life. 5) Know how to make SWOT analysis.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION
Marketing is regarded as one of the main functions of business. In this course, marketing concept, marketing system, pricing, product, distribution channels, promotion, marketing research, market segmentation and market analysis are analyzed.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Marketing: Managing Profitable Customer Relations
2nd Week
Company and the Marketing Strategy
3rd Week
The Marketing Environment
4th Week
Managing Marketing Information
5th Week
Consumer Markets and Consumer Buyer Behavior
6th Week
Business Markets, Segmentation, Targeting and Positioning
7th Week
Product, Services and Branding Strategies
8th Week
Mid-term examination
9th Week
Pricing Considerations and Approaches
10th Week
Pricing Strategies
11th Week
Marketing Channels and Supply Chain Management
12th Week
Integrated Marketing Communication Strategy
13th Week
Advertising, Sales Promotion and Public Relations, Personal Selling and Direct Marketing
14th Week
Creating Competitive Advantage
RECOMENDED OR REQUIRED READING
Philip Kotler, Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, 2000.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
30
Attendance
1
10
Presentation of Article
1
10
Presentation of Case Study
1
10
Total(%)
60
Contribution of In-term Studies to Overall Grade(%)
60
Contribution of Final Examination to Overall Grade(%)
40
Total(%)
100
LANGUAGE OF INSTRUCTION
English
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
