Course Information Package

Course Unit CodeMBA513
Course Unit DetailsMBA Business Administration (MBA) (Required Courses) -
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Demonstrate understanding of the fundamental functions of marketing.
  2. Identify the importance of the various factors making up the company’s marketing environment.
  3. Identify the elements of the marketing mix and comprehend their role in creating successful marketing strategies
  4. Use the concepts of market segmentation, targeting and positioning and the marketing strategies for differentiation and competitive advantage.
  5. Identify the major ethical issues relating to the marketing function
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents 1.  Marketing: Creating and capturing value from customers
·  Marketing definition and the steps in the marketing process.
·  Understanding customers and the marketplace
·  The 4Ps approach as the central part of marketing strategy
   Marketing Planning
·  The role of marketing in strategic planning
·  Stages in the strategic marketing planning process
·  The major external and internal forces that influence the marketing planning process.
Marketing principles and creating value at an international level
2.  Segmentation targeting and positioning
·  The four steps in designing a customer-driven market strategy: market segmentation, market targeting, differentiation, and market positioning.
·  Bases for segmenting consumer markets.
·  Target marketing strategies.
·  Positioning for maximum competitive advantage.
3.  Product and branding strategy
·  Product levels
·  Classifications of products.
·  Branding strategy
·  The Product Life Cycle
4.  Integrated Marketing Communications
·  Integrated Marketing Communications
·  The roles of advertising in the promotion mix.
·  Decisions involved in developing an advertising programme.
·  The role of public relations in the promotion mix.
·  The role of a company’s salespeople in creating value for customers and building customer relationships.
·  The personal selling process
·  Direct marketing 
·  The Internet’s role in developing marketing communications programmes
5.  Pricing and distribution
·  The role of pricing
·  Customer value perceptions when setting prices
·  Company and product costs in setting prices
·  Internal and external factors affecting a firm’s pricing decisions.
  Marketing distribution channels
  • Usefulness and functions of a distribution channel
  • Major channel alternatives
  • The role of retailers and wholesalers in the distribution channel.
6.  Marketing and Ethics
·  Major social criticisms of marketing.
·  The principles of socially responsible marketing.
·  The role of ethics in marketing and marketing communications

Recommended and/or required reading:
  • Armstrong, G. and Kotler, P. (2012) Marketing: An Introduction. London: Pearson’s Education
  • Jobber, D. (2010) Principles and Practice of Marketing. London: McGraw-Hill Higher Education
  • Shimp, T. A. (2010) Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. London: South Western-Cengage Business
Planned learning activities and teaching methodsLecturessupported by power point presentations, class discussions, use of videomaterial to demonstrate the application of various concepts by companies.
Assessment methods and criteria
Midterm exam15%
Final Exam60%
Language of instructionEnglish
Work placement(s)NO