Credits: 3
Pre-requisites: None
Core / Optional: Optional
Aim(s):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.
Time Allocation:
| Learning component | Hours |
|---|---|
| Theory | 22 |
| Small group activities | 11 |
| Assignments | 24 |
| Practical | – |
| Independent Learning | 93 |
Marks Allocation:
| Assessment | Percentage Marks |
|---|---|
| Continuous Assessments | 50% |
| Final Assessment | 50% |
Recommended Reading:
- Armstrong, G., Kotler, P.T., Harker, M., Brennan, R. (2017). Marketing: An Introduction (4th Edition). Pearson Education Limited.
- Ichikawa, A., Tsujimoto, A. (2008). Creative Marketing for New Business Development. World Scientific Publishing Co. Pte. Ltd, Singapore.
- Kotler, P.T., Armstrong, G. (2017). Principles of Marketing (17th Edition). Global, Pearson Education Limited.