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. Should be able to write effective reports, understand written reports, and prepare design and production reports.
2. Should have the ability to make effective presentations.
3. Should have the ability to give and have clear and understandable instructions.
4. Should gain consciousness (awareness) about the necessity of lifelong learning.
5. Should have the ability to access information.
6. Should have the ability to follow developments in science and technology and constantly renew himself/herself.
7. Should gain the awareness of professional and ethical responsibility and should act in accordance with ethical principles.
8. Should gain knowledge about the standards used in engineering applications.
9. Should gain knowledge about project management, risk management, and change management practices in business life.
10. Should gain awareness about entrepreneurship, and innovation.
11. Should gain knowledge about development in sustainability.
12. Should gain knowledge about the effects of engineering practices on health, environment, and security at universal and social dimensions and the problems of the age reflected in the field of engineering.
13. Awareness should be gained about the legal consequences of engineering solutions.
14. Should have sufficient knowledge in mathematics, science, and subjects specific to the relevant engineering discipline.
15. Should have the ability to use theoretical and applied knowledge in mathematics, science, and related engineering disciplines in complex engineering problems.
16. Should have the ability to detect, define, formulate, and solve complex engineering problems.
17. Should have the ability to select and apply appropriate analysis and modeling methods to solve complex engineering problems.
18. Should have the ability to design a complex system, process, device, or product to meet specific requirements under realistic constraints and conditions.
19. Should have the ability to apply modern design methods.
20. Should have the ability to develop, select, and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in engineering applications.
21. Should have the ability to use information technologies effectively.
22. Should have the ability to design experiments, for the study of complex problems or discipline-specific research topics.
23. Should have the ability to conduct experiments, collect data, analyze and interpret results for the study of complex problems or discipline-specific research topics.
24. Should have the ability to work in intradisciplinary teams.
25. Should have the ability to work in interdisciplinary teams.
26. Should have the skills to work individually.
27. Should have the ability to communicate effectively verbally and in writing.
28. Should have the knowledge of at least one foreign language.

Po-Lo Matrix