MA5520 – Marketing for Engineers – ENGINEERING MANAGEMENT

MA5520 – Marketing for Engineers Course Information Semester 5 Course Code MA5520 Course Name Marketing for Engineers Credit Value 3 Pre-requisites None Core/Optional Optional

Hourly Breakdown

Theory 22 Small Group Activities 11 Practical – Assignment 24 Independent Learning 105

Course Aim

To introduce marketing concepts and their applications.

Intended Learning Outcomes

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: Analyzing marketing environment; issues of segmentation; selecting target segments; monitoring the model.
Products and Services: Goods and services; differentiated products; product life cycle; branding; building brand equity.
Pricing: Considerations in setting an initial price; adapting the price.
Promotions: Promotions mix; role of 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: –