MA5520 – Marketing for Engineers

Course Information

Semester

Course Code

MA5520

Course Name

Marketing for Engineers

Credit Value

Pre-requisites

None

Core/Optional

Optional

Theory

Small Group Activities

Practical

–

Assignment

Independent Learning

105

To introduce marketing concepts and their applications.

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.

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.

Continuous Assessment 50%	Final Assessment 50%
Small Group Activities: 30% Quizzes: 20%	Theory: 50% Practical: – Other: –