Course Details
Course Information Package
Course Unit Title | ADVANCED MARKETING MANAGEMENT | ||||||||||
Course Unit Code | ABSM410 | ||||||||||
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 | ABSM112 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | 1. Defining Marketing for the Twenty-First Century
The Importance of Marketing
The Scope of Marketing
Core Marketing Concepts
The New Marketing Realities
Company Orientation toward the Marketplace
Marketing Management Tasks
2. Developing and Implementing Marketing Strategies and Plans
Marketing and Customer Value
Corporate and Division Strategic Planning
Business Unit Strategic Planning
The Marketing Plan and Marketing Performance
3. Creating Customer Value, Satisfaction and Loyalty
Building Customer Value and Satisfaction
Maximizing Customer Lifetime Value
Cultivating Customer Relationship
Customer Databases and Database Marketing
4. Identifying Market Segments and Targets
Levels of Market Segmentation
Segmenting Consumer and Business Marketing
5. Crafting the Brand Positioning and Dealing with Competition
Developing and Communicating a Positioning Strategy
Differentiation Strategies
Competitive Forces and Competitors
Analyzing Competitors
Competitive Strategies
6. Developing Pricing Strategies and Programs
Understanding Pricing
Setting the Price
Adapting the Price
Initiating and Responding to Price Changes
7. Managing Marketing in the Global Economy
Competing on a Global Basis
Internal Marketing
Managing the Marketing Process
Socially Responsible Marketing
8. Marketing Channels (Ch.7)
Number of Channel Levels
Vertical Vs Horizontal Marketing Systems
Marketing Logistics
9. Integrated Marketing Communications (Ch.8)
Promotion Mix
Integrated Marketing Communications
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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 | The Methodology used included lecturing based on the lecture’s power point presentations, discussions, reference to real life examples related to the main strategic marketing issues taught, as well as to the students’ business background. A lot of emphasis will be placed on the analysis of case studies to help students get a more depth and practical understanding of strategic Marketing. | ||||||||||
Assessment methods and criteria |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |