Course Details
Course Information Package
Course Unit Title | MARKETING PRINCIPLES II | ||||||||||
Course Unit Code | ABSM112 | ||||||||||
Course Unit Details | |||||||||||
Number of ECTS credits allocated | 5 | ||||||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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Mode of Delivery | Face-to-face | ||||||||||
Prerequisites | ABSM101 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | 1. Consumer Markets and Consumer Buyer Behaviour
a. The marketing concept
b. The marketing mix
c. Customer value
d. Model of Consumer Behavior
e. Characteristics Affecting Consumer Behavior
f. Types of Buying Decision Behavior
g. The Buyer Decision Process
h. The Buyer Decision Process for New Products
2. Communicating Customer Value: Integrated Marketing Communications Strategy
a. The Promotion Mix
b. Integrated Marketing Communications
c. A View of the Communication Process
d. Steps in Developing Effective Communication
e. Setting the Total Promotion Budget and Mix
f. The Nature of Each Promotion Tool
3. Advertising
a. Advertising definition
b. Setting Advertising Objectives
c. Setting the Advertising Budget
d. Developing Advertising Strategy
e. Selecting Advertising Media
f. Evaluating Advertising Effectiveness and Return on Advertising Investment
4. Public Relations and Sponsorship
a. Public Relations definition
b. The Role and Impact of Public Relations
c. Marketing Public Relations (MPR)
d. Major Public Relations Tools
e. Sponsorship definition
f. Forms and levels of sponsorship
g. Considerations for successful sponsorship
h. Risks associated with sponsorship
i. Ethical Considerations
5 Personal Selling and Sales Promotion
a. The Nature of Personal Selling
b. The Role of Sales Force
c. Sales Force Structure
d. Supervising and Motivating Salespeople
e. Evaluating Salespeople and Sales force Performance
f. Steps in Personal Selling Process
g. Sales Promotion
h. Rapid Growth of Sales Promotion
i. Consumer Promotion Tools
j. Developing the Sales Promotion Program
6 Direct and Online Marketing
a. Building Direct Customer Relations
b. Benefits to Buyers
c. Benefits to Sellers
d. Customer Databases and Direct Marketing
e. Forms of Direct Marketing
f. On Line Marketing
g. On Line Marketing Domains
h. Type of On Line Marketers
i. Setting Up and Online Marketing Presence
j. Designing Effective Web Sites
7. New Product Development and Product Life-Cycle Strategies
a. Product Life Cycle Strategies
b. Introduction Stage
c. Growth Stage
d. Maturity Stage
e. Decline Stage
f. Linking PLC stages with different promotional tools
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Recommended and/or required reading: | |||||||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | Lectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies | ||||||||||
Assessment methods and criteria |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |