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 PO1: To identify and use theoretical and applied knowledge as well as up-to-date/cutting edge laboratory techniques and analyses methods in the field of molecular biology and genetics.
2. P02 PO2: To identify problems related to molecular biology and genetics.
3. P03 PO3: To design and conduct experiments through hypothesis driven scientific research; and to analyze and interpret data to find solutions to molecular biology and genetics related problems.
4. P04 PO4: To work independently and as part of research group in a multidisciplinary team setting
5. P05 PO5: To apply the principles of scientific research ethics and academic integrity
6. P06 PO6: To interpret, explain and present primary scientific literature and novel findings in oral, written and visual presentation formats
7. P07 PO7: To evaluate experimental data and theoretical findings by using critical and analytical thinking techniques.
8. P08 PO8: To use the currently acceptable process of preparing research proposals and manuscripts for publishing in scientific journals.
9. P09 PO9: To apply the principles of molecular biology and genetics in generating/finding solutions to social problems / issues.
10. P10 PO10: To identify and implement environmental and laboratory safety procedures.
11. P11 PO11: To identify and apply the necessary professional skill set in projects and jobs involving independent and competitive careers in academia, industrial, medical or clinical research, science education, scientific writing and communication, health care, health care policy and civil service.

Po-Lo Matrix