| COURSE TITLE: |
MARKETING MANAGEMENT |
| COURSE CODE: |
SM 103 |
| CONTACT HOURS: |
20 Hours |
| NOTIONAL HOURS: |
Approximately 120 hours |
| PREREQUISITE: |
Nil |
| INSTRUCTOR: |
To be appointed, as approved by partner University |
| OBJECTIVE: |
The Marketing Management course will focus on bridging the gap between marketing & sales. Course participants will be exposed to the concepts and principles in Marketing and how these theories and principles relate to the sales environment. |
| LIST OF UNIT TITLES: |
Unit 1 : Marketing Perspectives & Concepts (7P’s)
Unit 2 : Marketing Environment & Strategic Marketing Planning
Unit 3 : Marketing Research, Segmentation & Targeting
Unit 4 : Consumer Behaviour.
|
| UNIT OBJECTIVES |
| Unit 1: |
Marketing Perspective & Concepts (7P's)
• The scope of marketing & definition of marketing
• Core Marketing Concepts (Product / Place / Price / Promotion / People,
Physical evidence, Process)
Course participants distinguish the difference between sales & marketing concepts & principles.
|
| Unit 2: |
Marketing Environment & Strategic Marketing Planning
• External & Internal Analysis (SWOT)
• Competitor Analysis
• Marketing Models (Product Life Cycle & BCG Models & The General Electric
Model)
Course participants will be able to evaluate & analyse the factors surrounding the sales
& marketing environment & its implications.
|
| Unit 3: |
Marketing Research, Segmentation & Targeting
•
Scanning the marketing environment (i.e. Demographic / Psychographic /
Socio-cultural / Economics / Political & Legal)
• Identifying Segments & Target Market Analysis
Course participants will learn to analyse different environmental conditions, and then be familiarised in deriving relevant action plans to meet different environmental conditions.
|
| Unit 4: |
Consumer Behaviour
•
Consumer Decision Model (Problem recognition / Information search /
Evaluation / Purchase decision & Post purchase Dissonance)
• Factors influencing buyer behaviour (Cultural / Social / Personal &
Psychological factors)
Course participants will learn how to deal with different individuals in the market place. |
Interactive sessions, open discussions, workshops & case studies.
| Assessments (100%) |
- Individual Assignment
- Presentations & Participation
- Participation & Discussion
- Group Assignment
|
30%
20%
10%
40%
|
Assignment, Extra reading materials on the reading list, In class participation, Portfolio Assessment / Learning Journal, Group discussions, Work place implementation of plans derived from study is expected from this course.
1. Course participants must attend at least 70% of the scheduled 20 contact hours; otherwise
participants will not be eligible to pass this course.
2. Course participants are expected to pass all assessment areas to pass the course
3. Course participants who do not pass any of the assessment areas for the first time is eligible to re-
sit the area of assessment without penalty.
4. In a situation where a course participant re-sits an area of assessment on the second attempt,
participant can only attain a conditional pass (max 40%).
5. The instructor reserves the right to change the format of assessment if deemed necessary, with
the approval of the Course Leader/ Program Director.
