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 1. Applies foundational nursing knowledge to meet individual, family, and community health needs by providing person-centred care that respects dignity, autonomy, privacy, and informed consent.
2. P02 2. Applies professional standards and quality management principles by using risk assessment, incident/near-miss reporting, audit/feedback, and continuous improvement to strengthen patient safety.
3. P03 3. Integrates theoretical and practical knowledge to deliver holistic preventive, curative, and rehabilitative nursing care by demonstrating therapeutic communication, empathy, and culturally safe practice.
4. P04 4. Delivers evidence-based, high-quality care using health information and communication technologies by documenting accurately, protecting confidentiality/data security, and using clinical technologies safely and appropriately.
5. P05 5. Identifies, analyses, and addresses healthcare problems by formulating clinical questions, searching and appraising evidence, applying findings to practice, and evaluating outcomes using a systematic, research-informed approach.
6. P06 6. Manages nursing care by prioritising, planning, implementing, and evaluating interventions; escalating concerns appropriately; and demonstrating accountability through accurate documentation and responsible delegation/supervision.
7. P07 7. Collaborates effectively within interdisciplinary/multidisciplinary teams by sharing timely information, respecting roles, engaging in constructive conflict management, and contributing actively to shared decision-making.
8. P08 8. Maintains lifelong learning by setting professional development goals, seeking and using feedback, engaging in reflective practice/portfolio work, and updating practice according to current scientific and technological developments.
9. P09 9. Plans and implements community-oriented projects and health promotion activities by using population data, collaborating with stakeholders, advocating for equitable health, and evaluating the impact of initiatives on community/public health.
10. P10 10. Upholds ethical principles by maintaining confidentiality, obtaining informed consent, ensuring fairness/non-discrimination, managing professional boundaries, and reporting unethical or unsafe practices according to regulations.
11. P11 11. Contributes to quality and professional development processes by participating in institutional quality activities , supporting in-field/out-of-field education through mentoring/teaching, and representing the nursing profession appropriately at national and international levels.
12. P12 12. Communicates professionally in at least one foreign language to access and use international evidence, collaborate with global peers, and provide safe, respectful communication for diverse populations.

Po-Lo Matrix