Course Details
Course Information Package
Course Unit Title | MARKETING PLANNING & PRODUCT STRATEGIES | ||||||||||
Course Unit Code | ABSM308 | ||||||||||
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 | Chapter 1-Developing Marketing Strategies and Plans
The Central Role of Strategic Planning
Corporate and Division Strategic Planning
Business Unit Strategic Planning
Product Planning: The Nature and Process of a Marketing Plan
Chapter 2-Identifying Market Segments and Targets
Levels of Market Segmentation
Segmenting Consumers Markets
Bases for Segmenting Business markets
Market Targeting
Chapter 3-Creating Brand Equity
What is Brand Equity?
Building Brand Equity
Measuring Brand Equity
Chapter 4- Crafting the Brand Positioning
Developing and Communicating a Positioning Statement
Differentiation Strategies
Product Life Cycle Marketing Strategies
Market Evaluation
Chapter 5 - Dealing with Competition
Chapter 6-Setting Product Strategy
Product Characteristics and Classifications
Differentiation
Product and Brand Relationships
Packaging, Labeling, Warranties, and Guarantees
Chapter 7 - Designing and managing services
Chapter 8-Developing Pricing Strategies and Programs
Understanding Pricing
Adapting the Price
Initiating and Responding to Price Changes
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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 marketing issues taught, as well as to the students’ business background, analysis of case studies. | ||||||||||
Assessment methods and criteria |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |