Marketing Management

CATALOG DESCRIPTION: The role of marketing in creating, communicating, and delivering a value proposition that meets the needs of the customers. Formulation and implementation of marketing strategy through commonly used marketing management tools.

RATIONALE: Segmentation, targeting, and positioning is one of the most useful approaches in the Strategic Marketing Planning process. Choosing customers, defining and creating value, delivering value to customers, and sustaining value against competitors are some of concepts that will be further expanded in this course.

LEARNING OUTCOMES:

1. Demonstrate the tasks a marketing manager needs to perform within the marketing department and the organization.

2. Identify segmentation, targeting, and positioning strategies, for the deployment of the marketing mix variables.

3. Identify the role of the marketing mix variables to the marketing strategy.

METHOD OF TEACHING AND LEARNING: In congruence with the teaching and learning strategy of the college, the following mixture of tools are used with the aim to deliver the module Learning outcomes and to encourage students to become active learners:

- Class lectures, extensive use of examples from the local and international business environment to highlight application of key marketing management concepts.

- Analysis and discussion of short cases and problems in class that focus on marketing management issues as well as product management issues related to the content of each chapter.

- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material or case studies.

- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instructions, timely announcements, as well as additional resources.

ASSESSMENT:

Summative:

Coursework: Written case study. Word count: 1,300 – 1,700 40%

Final Examination (2-hour, comprehensive). Essay-type questions 60%

Formative: In-class, 1-hour, "diagnostic" test - Essaytype questions 0%

Coursework: Class discussions, assignments 0%

Coursework: a written case in building marketing value propositions and in marketing management issues.

The formative course work aims to prepare students for the summative assessments. The summative course work tests Learning Outcomes: 2, 3. The Final Examination Tests Learning Outcomes: 1, 2, 3. The final grade for this module will not be determined through grade averaging. Students are required to resit any failed assessments.