Course Information Package
Course Unit Title | MARKETING PRINCIPLES | ||||||||
Course Unit Code | MBA513 | ||||||||
Course Unit Details | MBA Business Administration (MBA) (Required Courses) - | ||||||||
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 | 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
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: | |||||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | Lecturessupported by power point presentations, class discussions, use of videomaterial 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 |