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 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