Semester

5

Course Code

MA5520

Course Name

Marketing for Engineers

Credit Value

3

Pre-requisites

None

Core/Optional

Optional

Hourly Breakdown

Theory

Small Group Activities

Independent Learning

22

35

93

Course Aim(s): To introduce marketing concepts and their applications.

Intended Learning Outcomes:
On completion of the course, students should be able to:

➢      describe basic marketing terminology and concepts.

➢      explain the characteristics of consumers' and businesses' buyer behaviour.

➢      analyse market segmentation, targeting and positioning for a product or a service.

➢      analyse branding, pricing, promotions and marketing channels for a product or a service.

➢      develop a marketing plan using the elements of the marketing mix.

Course Content: (Only main topics & subtopics)

➢      Introduction to Marketing: Scope of marketing; needs; wants and demands; elements of the marketing mix; collecting and analysing market data.

➢      Buyer Behaviour: Consumer buyer behaviour; business buyer behaviour.

➢      Segmentation Targeting and Positioning: Analysing marketing environment; bases of segmentation; selecting target segments; positioning the product.

➢      Products and Services: Goods and services; differentiating products; product life cycle; branding; building brand equity.

➢      Pricing: Considerations in setting an initial price; adapting the price.

➢      Promotions: Promotions mix; 5 M's in advertising; sales promotions; public relations; personal selling.

➢      Marketing Channels: Selecting marketing channels; retailing and wholesaling; franchising; managing channel conflict.

➢      Marketing Plan: Prepare and present a marketing plan for a product.

Teaching/Learning Methods:

➢      Lectures

➢      Student Based Activities

Assessment Strategy:

Continuous Assessment
50%

Final Assessment
50%

Small Group Activities 30%

Quizzes 20%

Theory(%)

50%

Practical(%)

-

Other (%)

-

Recommended Reading:

➢      Amstrong. G. Kotler, P.T., Harker, M., Brennan, R. (2017). Marketing an Introduction, (4th Edition), Pearson Education Limited.

➢      Ishikawa, A., Tsujimoto, A. (2008). Creative Marketing for New Business Development, World Scientific Publishing Co. Pte. Ltd, Singapore.

➢      Kotler, P.T., Amstrong. G. (2017). Principles of Marketing (17th Edition). Global, Pearson Education Limited.