COURSE DESCRIPTION
This course focuses on formatting and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. Course topics covered include corporate business strategies, marketing management process, SWOT analysis, consumer behaviour, developing strategic marketing programme, e-marketing and marketing communications.
COURSE OBJECTIVES
The objectives of this course are to:
- Enable students to become familiar with the range of decisions in strategic marketing management and planning.
- Develop skills in using a variety of analytical framework for making decision.
- Develop the students’ skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy.
COURSE LEARNING OUTCOMES (CLOs)
On completion of this course, students are expected to be able to:
- Think strategically and analytically when making decisions with regards to the marketing aspects.
- Acquire a capacity for critical thinking, analysis and synthesis. This includes ability to identify assumptions, evaluate statements, identify implicit values and define terms adequately concerning the sales and marketing decisions in an organization.
- Be effective in problem solving and decision making using appropriate quantitative and qualitative skills
- Apply the skills required in planning a variety of marketing management using necessary tools, ranging from new product entry strategy to international market product life cycle.
- Adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer and to understand the difference between end consumers and organizational consumers.
- To comprehend the different factors that affect global consumers and their decisions and how important it is to understand these factors when introducing a product to another country and to discuss global promotion considerations, and the legal environment and criticisms and defenses of promotion
COURSE OUTLINE
Introduction to Marketing Management
- Role of Marketing in Developing Successful Business Strategies
- Corporate and Business Strategies
- Marketing Management Process
Market Opportunity Analysis
- Environmental Analysis
- Industry Analysis and Competitive Advantage
- Consumer Behavior
- Organizational Buying Behavior
- Market Knowledge, Market Research
Global Aspects of Marketing
- Why International Marketing Takes Place
- The Scope of International Marketing
- The Environment of International Marketing
- Developing an International Marketing Strategy
- Some reasons for failure in international markets
Personal Selling and Developing a Sales Promotion Plan
- The Characteristics of Personal Selling
- Developing A Personal Selling Plan
- The Characteristics of Sales Promotion
- Developing a Sales Promotion Plan
Wholesaling and Retailing
- The Importance of Wholesaling
- The Functions of Wholesalers
- Types of Wholesaling
- Retailing Functions in Distribution
- Types of Retailers
Understanding Consumer Behavior
- What Is Consumer Behavior?
- Consumer Perception
- Consumers and The Self
- Consumers Needs and Motivation
- Consumers Segmentation, targeting and Positioning
- Family Life Cycle
- The Final Consumer’s Decision Process
- Group Influence and Opinion Leadership
- Consumerism
- Organizational consumers
- Global Consumers
Developing A Target Market Strategy
- Analyzing Consumer Demand
- Establishing Bases of Segmentation
- Identifying potential market segments
- Choosing a Target Market Approach
- Selecting the target market
- Developing A Marketing Strategy
Managing the Marketing Mix
- Products Planning
- Types of Products
- Elements of A Product Mix
- Product Positioning
- Product Branding
- Factors Considered in Packaging Decisions
Managing Product(s) Life Cycle
- The product life cycle
- Stages of the traditional product life cycle
- The importance of new products
- Growing products
- Mature products
- Product deletion
Pricing Decisions and Strategies
- The importance of price and its relationship to other marketing variables
- Price-based and nonprice-based approaches
- Factors affecting pricing decisions
- Developing and applying a pricing strategy
- Pricing objectives
- Implementing a pricing strategy
Advertising and Public Relations Management
- The characteristics of advertising
- Developing an advertising plan
- The characteristics of public relations
- Developing a public relations plan
Marketing and The Internet
- E Marketing Overview and definition
- Email Marketing
- Online advertising
- Search Engine optimization
- Social media
- Viral Marketing
- Web PR
- E-marketing Strategy
- The Future of E-Marketing
- Mobile Marketing
Developing and Enacting Strategic Marketing Plans
- Types of Strategic Plans
- The Strategic Planning Process
- Portfolio Analysis
- Evaluation of Strategic Planning Approaches
- Devising A Strategic Marketing Plan
- Pulling it All Together: Integrating and Analyzing the Marketing Plan
Course Textbooks
- Seven Steps to Success for Sales Managers (Paperback)
Max F. Cates
Link: https://www.pearson.com/us/higher-education/program/Cates-Seven-Steps-to-Success-for-Sales-Managers-Paperback/PGM2046791.html
- Marketing Management, 4th Edition
Russ Winer, New York University
Ravi Dhar, Yale University
Link: https://www.pearson.com/us/higher-education/program/Winer-Marketing-Management-4th-Edition/PGM238068.html
Feedback Given to Participants in Response to Assessed Work
- Individual written feedback on coursework
- Feedback discussed as part of a tutorial
- Individual feedback on request
- Model answers
Developmental Feedback Generated Through Teaching Activities
- Feedback is given at presentations and during tutorial sessions
- Dialogue between participants and staff in tutorials and lectures
GRADING AND SCORING
The course grade will be based on a final project presented by the participant and graded by the instructor. Participants much achieve a passing grade of 70% or more to be awarded a certificate of completion of the course.
