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 Demonstrate an understanding of the core subfields of psychology — including but not limited to clinical, developmental, cognitive, social, and biological/neuroscientific psychology — and their interconnections with other scientific disciplines, critically evaluating the value of a multidisciplinary approach to scientific inquiry in psychology.
2. P02 Apply scientific methods, research techniques, measurement and psychometric principles (e.g., reliability, validity, scale development/adaptation), and quantitative/statistical reasoning to investigate psychological phenomena, recognizing methodological strengths, limitations, common reasoning fallacies, and the flaws of pseudoscience.
3. P03 Employ logical, intuitive, and creative thinking to analyze psychological concepts, evaluate theories (including their historical and philosophical development), synthesize information, and solve complex problems related to cognition and behavior.
4. P04 Integrate psychological theories and findings into practical settings (e.g., business, policy, clinical/counseling contexts, and daily life), applying foundational applied skills such as interviewing, observation, and case formulation, drawing meaningful conclusions to inform individual, organizational, and societal practices.
5. P05 Describe key ethical principles in psychological research and practice, critically applying these principles to dilemmas across academic, professional, and everyday contexts.
6. P06 Recognize how individual differences (e.g., beliefs, values, backgrounds) impact behavior and relationships; use psychological knowledge to prevent or resolve intercultural and interpersonal conflicts and promote inclusive, respectful interactions.
7. P07 Exhibit self-regulation and self-awareness, demonstrating a commitment to psychological well-being, effective time management, constructive incorporation of feedback, and ongoing personal and professional development.
8. P08 Collaborate effectively in diverse teams, demonstrating responsibility, bias awareness, conflict resolution skills, and leadership in achieving collective goals.
9. P09 Communicate psychological knowledge clearly and appropriately for academic, professional, and public audiences using inclusive language, both in written and oral formats, and by accurately summarizing and presenting research findings.
10. P10 Use information and communication technologies (including AI and digital media) responsibly and effectively for research, collaboration, and the dissemination of psychological knowledge.
11. P11 Embrace lifelong learning and adaptability in response to evolving psychological knowledge and societal needs, engaging with global perspectives and demonstrating intercultural awareness.

Po-Lo Matrix