Marketing management is the art of optimal manipulation of the marketing mix to achieve business goals. It encompasses activities such as demand creation and Stimulation, positioning, product differentiation, and product and brand management among others. All these activities involve planning, analysis, and decision-making.
This course is geared toward providing an understanding of the rationale for marketing decisions from a managerial perspective. It also seeks to provide a framework for decision-making that is logical but does not stifle creativity.
To meet these goals, this course will require the integration of theory and practice. Students will have to make strategic marketing decisions based on analytical techniques they will learn in this course. They will have to devise a plan that is based on a sound conceptual framework, to implement the decision. It is hoped that through this exercise students will learn the value of marketing management in business.
At the end of the course the students should be able to
Week 01MARKETING: AN OVERVIEW
• The evolution of marketing management.
• The marketing concept and social responsibility.
• The importance and scope of marketing.
• The basic functions of marketing.
Week 02 MARKETING INFORMATION SYSTEMS.
• Concept and components of marketing information systems.
• Marketing intelligence system.
• Marketing research system.
• Analytical marketing system.
• Marketing decision support system.
Week 03 CONSUMER MARKETS AND CONSUMER BEHAVIOR ANALYSIS
• Demographic dimensions of consumer market.
• Behavioral dimensions of consumer market.
• The consumer's decision process.
• The buyer's decision process.
Week 04 BUYER BEHAVIOR: OBJECTIVES & STRUCTURE
• The industrial market, the reseller market and the Government market.
• Organizational markets and their buying objectives & structures.
Week 05 STP MARKETING
• An overview of marketing opportunities and target markets
• Market segmentation concept patterns & procedure
• Dimensions to segment consumer and industrial markets
• Market targeting and product positioning
Week 06 PRODUCT MARKETING STRATEGIES
• Basic concepts of product planning.
• The product life cycle: Stages and marketing strategies.
• New product planning and development.
• Product-mix strategies.
• Branding, packaging and labeling.
Week 07 PRICING STRATEGIES AND POLICIES
• Procedure for price setting.
• Methods of setting prices.
• Price-adaptation strategies
• One-price and flexible-price polices.
• Price level policies over the product life cycle.
• Initiating and responding to price changes.
Week 08 MARKETING CHANNEL SYSTEMS