Course Details
Course Information Package
Course Unit Title | MARKETING PRINCIPLES I | ||||||||||
Course Unit Code | ABSM101 | ||||||||||
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 | NONE | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | Marketing in a changing world: creating customer value and satisfaction What is marketing? Understanding the marketplace and consumer needs Marketing orientations towards designing a customer-driven marketing strategy Building customer relationships Capturing value form customers The new marketing Landscape Overview: Strategic marketing planning and marketing process Company wide Strategic Planning: Defining Marketing’s Role Planning Marketing: Partnering to Build Consumer Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing The Marketing Environment The company’s Microenvironment The company’s Macro environment Responding to the Marketing Environment Marketing in the internet age Market Segmentation, targeting and positioning Basis for consumer market segmentation - Geographic, demographic, psychographic, behavioural Requirements for effective segmentation Differentiation and Positioning Market coverage strategies-Choosing a market coverage strategy Market positioning and identification of competitive advantages Choosing, communicating and delivering the right positioning strategy Product, Services, and Branding Strategy What is a Product? Product and Service Decisions Branding Strategy: Building Strong Brands Services Marketing Additional Product Considerations Pricing decisions Factors Affecting Price Decisions Types of Cost Factors that affect Pricing Decisions Pricing strategies Distribution What is a distribution channel Types of intermediaries Distribution channel functions Vertical marketing systems (an introduction) Promotion and environmental issues The promotional mix IMC concepts Steps in developing effective communication | ||||||||||
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 |