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. Knowledge of mathematics, natural sciences, basic engineering, computer-based computation, and topics specific to the relevant engineering discipline.
2. Ability to apply knowledge of mathematics, natural sciences, basic engineering, computer-based computation, and topics specific to the relevant engineering discipline to the solution of complex engineering problems.
3. Ability to define complex engineering problems by using knowledge of basic sciences, mathematics, and engineering, while considering the relevant United Nations Sustainable Development Goals (SDGs) related to the problem addressed.
4. Ability to formulate complex engineering problems using knowledge of basic sciences, mathematics, and engineering, while considering the relevant United Nations Sustainable Development Goals (SDGs) associated with the problem addressed.
5. Ability to analyse and solve complex engineering problems using knowledge of basic sciences, mathematics, and engineering, while considering the relevant United Nations Sustainable Development Goals (SDGs) associated with the problem addressed.
6. Ability to design creative solutions to complex engineering problems.
7. Ability to design complex systems, processes, devices, or products in a way that meets present and future needs while considering realistic constraints and conditions.
8. Ability to select and use appropriate techniques and resources—including estimation and modelling—for the analysis and solution of complex engineering problems, while being aware of their limitations.
9. Ability to select and use modern engineering and computational tools—including estimation and modelling—for the analysis and solution of complex engineering problems, while being aware of their limitations.
10. Ability to conduct literature research and use appropriate research methods for the investigation of complex engineering problems.
11. Ability to design experiments for the investigation of complex engineering problems.
12. Ability to conduct experiments, collect data, analyse results, and interpret findings for the investigation of complex engineering problems.
13. Knowledge of the impacts of engineering practices on society, health and safety, the economy, sustainability, and the environment within the framework of the United Nations Sustainable
14. Awareness of the legal implications of engineering solutions within the framework of the United Nations Sustainable Development Goals (SDGs).
15. Knowledge of ethical responsibility and adherence to the principles of professional engineering conduct.
16. Awareness of acting impartially without discrimination in any matter and of being inclusive of diversity.
17. Ability to work effectively as an individual.
18. Ability to work effectively as a team member or leader in intra-disciplinary teams (face-to-face, remote, or hybrid).
19. Ability to work effectively as a team member or leader in multidisciplinary teams (face-to-face, remote, or hybrid).
20. Ability to communicate effectively in spoken form on technical matters, taking into account the diverse characteristics of the target audience (such as education, language, and profession).
21. Ability to communicate effectively in written form on technical matters, taking into account the diverse characteristics of the target audience (such as education, language, and profession).
22. Knowledge of professional practices such as project management and economic feasibility analysis.
23. Awareness of entrepreneurship and innovation.
24. Ability for independent and lifelong learning.
25. Ability to adapt to new and emerging technologies.
26. Lifelong learning ability that includes the capacity to think critically about technological changes.

Po-Lo Matrix