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 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