MARKETING

Course Description

This course introduces the essential principles of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and allied environment. Topics include, understanding the marketplace, product, services and branding strategies, new product strategies, pricing products, marketing channels, integrated marketing communication strategies. The course will help in understanding development of managerial decision-making techniques and problem-solving through practice in analyzing practical marketing cases. It will expose students to the commonly problems faced by marketing managers and to develop skills in analyzing marketing problems and preparing implementable plans of action based on analyses of given business situations. Cases and a marketing simulation are used to focus the discussion and to reinforce learning of key marketing concepts.

MARKETING

Evaluation Tools (Active Term)

Course outcomes

1. 01 Define marketing and outline the steps in the marketing process.
2. 02 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
3. 03 Describe the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
4. 04 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
5. 05 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, P. Armstrong, G & Balasubramanian, S (2024). Principles of Marketing, Global Edition, 19th edition. Pearson Education.

Learning Outcomes

1. L01 Define marketing and outline the steps in the marketing process. SOLO 2
2. L02 Describe the environmental forces that affect the company’s ability to serve its customers. SOLO 3
3. L03 Discuss the unique challenges that some marketing researchers encounter. SOLO 5
4. L04 Discuss the stages in the consumer market buyer decision process and the major types of buying decisions. SOLO 5
5. L05 Describe the adoption and diffusion process for new products. SOLO 3
6. L06 Discuss the major factors that influence business buyer behaviour. SOLO 5
7. L07 Discuss how companies differentiate and position their products for maximum competitive advantage. SOLO 5

Program Outcomes

1. P01 Demonstrate comprehensive knowledge of key concepts across the breadth of effective application and use of MIS and innovative information technologies in organizations.
2. P02 Demonstrate autonomy and responsibility in managing MIS projects and improving organizational processes
3. P03 Demonstrate comprehensive understanding of appropriate enterprise frameworks, theories from the MIS to research and assess contemporary issues in the field and related allied fields and disciplines
4. P04 Apply MIS knowledge to facilitate the acquisition, development, deployment, and management of information systems
5. P05 Apply MIS knowledge to the exploitation of opportunities created by information technology innovations ensuring the alignment between MIS strategy and organizational strategy
6. P06 Demonstrate ethical reasoning in relation to crucial MIS issues such as privacy, information security, and ethical use of information
7. P07 Apply appropriate technologies and techniques to the collection and analysis of organizational and environmental data to facilitate evidence-based decision-making
8. P08 Analyse organizational data to accurately identify organizational problems and propose solutions using MIS
9. P09 Apply effective communication skills consistent with the professional environment
10. P10 Apply effective collaboration skills consistent with the professional environment

Po-Lo Matrix