MARKETING MANAGEMENT

Course Description

This course provides an overview of the core principles and practices of marketing management in modern organizations. It covers key topics such as market analysis, consumer behavior, segmentation, targeting, positioning, and the development of marketing strategies. Students will explore the marketing mix (product, price, place, promotion) and how it is applied to create value for customers and achieve organizational goals. The course also introduces branding, digital marketing, and data-driven decision-making, along with current trends in global and ethical marketing. By the end of the course, students will be able to develop and evaluate effective marketing strategies in diverse business contexts.

MARKETING MANAGEMENT

Evaluation Tools (Active Term)

Course outcomes

1. 01 Exemplify(4) knowledge of the basic necessary theoretical knowledge,
2. 02 Exemplify(4) an understanding of how studying consumer behavior can help effectively relate(4) with consumers.
3. 03 Integrate(4) psychological and physiological influence in reasoning(5) and acting strategically about behaviors of consumers.
4. 04 Adapt(4) solutions to problems with use of communication and marketing approaches.

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, Armstrong & Balasubramanian (2024). Principles of Marketing, 19th edition, Pearson
2. 02 Kotler, Keller & Chernev (2025) Marketing Management 17th edition, Pearson.

Learning Outcomes

1. L01 Explain fundamental marketing management concepts and evaluate their role in creating customer value and building competitive advantage. SOLO 5
2. L02 Evaluate market and customer information to identify marketing problems and support effective marketing decision-making. SOLO 5
3. L03 Apply product, branding, new product development, pricing, and distribution strategies to different market situations. SOLO 4
4. L04 Develop customer engagement and marketing communication strategies using appropriate traditional and digital marketing tools. SOLO 5
5. L05 Design and critically evaluate an integrated marketing mix strategy by considering customer value, competitive conditions, ethical principles, and professional marketing practices. SOLO 5

Program Outcomes

1. P01 Create a user interface in a contemporary object-oriented language to allow users to access business data
2. P02 Identify and analyze user needs and take them into account in the selection, creation, integration, evaluation and administration of computing-based systems
3. P03 Analyze common business functions and identify, design, and develop appropriate information technology solutions
4. P04 Design and develop software solutions for contemporary business environments by employing appropriate problem-solving strategies
5. P05 Configure and administer database server to support contemporary business environments.
6. P06 Administer or mange a relational database for a small to medium size company
7. P07 Be able to effectively integrate IT-based solutions into the user environment
8. P08 Understand professional, ethical, legal, security and social issues and responsibilities
9. P09 Be able to apply effective communication skills consistent with the professional environment
10. P10 Be able to apply effective collaboration skills in teamwork consistent with the professional environment

Po-Lo Matrix