{"id":933,"date":"2025-04-24T05:16:20","date_gmt":"2025-04-24T05:16:20","guid":{"rendered":"https:\/\/eng.pdn.ac.lk\/mgn\/?page_id=933"},"modified":"2026-04-06T03:09:33","modified_gmt":"2026-04-06T03:09:33","slug":"ma5520-marketing-for-engineers","status":"publish","type":"page","link":"https:\/\/eng.pdn.ac.lk\/mgn\/ma5520-marketing-for-engineers\/","title":{"rendered":"MA5520 &#8211; Marketing for Engineers"},"content":{"rendered":"\n<p>&nbsp;<\/p>\n<p><style>\n        body {\n            font-family: Arial, sans-serif;\n            background-color: #f9f9f9;\n            margin: 0;\n            padding: 0 0px;\n        }\n        .container {\n            max-width: 1000px;\n            margin: 30px 0;\n            background-color: #fff;\n            padding: 20px;\n            box-shadow: 0 0 10px rgba(0,0,0,0.1);\n        }\n        h2 {\n            color: #800000;\n        }\n        h3 {\n            color: #000000\n        }\n        .section-title {\n            background-color: #fff8dc;\n            padding: 10px;\n            margin-top: 30px;\n            border-top: 2px solid #800000;\n            font-weight: bold;\n            font-size: 1.2em;\n            color: #800000;\n        }\n        .content-block {\n            margin-bottom: 20px;\n        }\n        ol {\n            padding-left: 40px;\n        }\n        li {\n            margin-bottom: 10px;\n        }\n        .bold {\n            font-weight: bold;\n        }\n        .grey-box {\n            background-color:#fff;\n            padding: 15px;\n        }\n        .table-section {\n            display: flex;\n            gap: 20px;\n            margin-top: 20px;\n        }\n        table {\n            border-collapse: collapse;\n            width: 60%;\n            background-color: #fff;\n        }\n        th, td {\n            border: 1px solid #ccc;\n            padding: 8px 12px;\n            text-align: left;\n        }\n        th {\n            background-color: #fff8dc;\n            color: #800000;\n        }\n        .half-table {\n            width: 48%;\n        }\n        .text-left {\n\t\ttext-align: left;\n\t}\n\n\t.text-right {\n    \t\ttext-align: right;\n\t}\n    <\/style><\/p>\n\n\n<p><strong>Credits:<\/strong> 3 <\/p>\n\n<p><strong>Pre-requisites:<\/strong> None <\/p>\n\n<p><strong>Core \/ Optional:<\/strong> Optional <\/p>\n\n<p><strong>Aim(s):<\/strong>To introduce marketing concepts and their applications.<\/p>\n\n<p><strong>Intended Learning Outcomes: <\/p><\/strong>\n\n<ol>\n<li><strong>describe<\/strong> basic marketing terminology and concepts.<\/li>\n<li><strong>explain<\/strong> the characteristics of consumers and businesses&#8217; buyer behaviour.<\/li>\n<li><strong>analyse<\/strong> market segmentation, targeting and positioning for a product or a service.<\/li>\n<li><strong>analyse<\/strong> branding, pricing, promotions and marketing channels for a product or a service.<\/li>\n<li><strong>develop<\/strong> a marketing plan using the elements of the marketing mix.<\/li><\/ol>\n\n\n<p><strong>Course Content (Only main topics &amp; subtopics):<\/p><\/strong>\n<ol>\n<li><strong>Introduction to Marketing:<\/strong> Scope of marketing; needs; wants and demands; elements of the marketing mix; collecting and analysing market data.<\/li>\n<li><strong>Buyer Behaviour:<\/strong> Consumer buyer behaviour; business buyer behaviour.<\/li>\n<li><strong>Segmentation, Targeting and Positioning:<\/strong> Analyzing marketing environment; issues of segmentation; selecting target segments; monitoring the model.<\/li>\n<li><strong>Products and Services:<\/strong> Goods and services; differentiated products; product life cycle; branding; building brand equity.<\/li>\n<li><strong>Pricing:<\/strong> Considerations in setting an initial price; adapting the price.<\/li>\n<li><strong>Promotions:<\/strong> Promotions mix; role of advertising; sales promotions; public relations; personal selling.<\/li>\n<li><strong>Marketing Channels:<\/strong> Selecting marketing channels; retailing and wholesaling; franchising; managing channel conflict.<\/li>\n<li><strong>Marketing Plan:<\/strong> Prepare and present a marketing plan for a product.<\/li>\n<\/ol>\n\n\n<p><strong> Time Allocation:<\/p><\/strong>\n<table>\n<colgroup>\n        <col style=\"width:60%;\">\n        <col style=\"width:40%;\">\n        \n    <\/colgroup>\n<thead>\n<tr>\n<th>Learning component<\/th>\n<th class=\"text-right\">Hours<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Theory<\/td>\n<td class=\"text-right\">22<\/td>\n<\/tr>\n<tr>\n<td>Small group activities<\/td>\n<td class=\"text-right\">11<\/td>\n<\/tr>\n<tr>\n<td>Assignments<\/td>\n<td class=\"text-right\">24<\/td>\n<\/tr>\n<tr>\n<td>Practical<\/td>\n<td class=\"text-right\">&#8211;<\/td>\n<\/tr>\n<tr>\n<td>Independent Learning<\/td>\n<td class=\"text-right\">93<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n<p><strong> Marks Allocation:<\/p><\/strong>\n<table>\n<colgroup>\n        <col style=\"width:60%;\">\n        <col style=\"width:40%;\">\n        \n    <\/colgroup>\n<thead>\n<tbody>\n<tr>\n<th>Assessment<\/th>\n<th class=\"text-right\">Percentage Marks<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Continuous Assessments\n<br>Small group Activities 30%, Quizzes 20% <\/br><\/td>\n<td class=\"text-right\">50%<\/td>\n<\/tr>\n<tr>\n<td>Final Assessment<\/td>\n<td class=\"text-right\">50%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n<p><strong>Recommended Reading: <\/p><\/strong>\n<ul>\n<li>Armstrong, G., Kotler, P.T., Harker, M., Brennan, R. (2017). Marketing: An Introduction (4th Edition). Pearson Education Limited.<\/li>\n<li>Ichikawa, A., Tsujimoto, A. (2008). Creative Marketing for New Business Development. World Scientific Publishing Co. Pte. Ltd, Singapore.<\/li>\n<li>Kotler, P.T., Armstrong, G. (2017). Principles of Marketing (17th Edition). Global, Pearson Education Limited.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; 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&#8217; buyer behaviour. analyse market segmentation, targeting and positioning for a product or a service. analyse branding, pricing, promotions and marketing channels for a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-933","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/pages\/933","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/comments?post=933"}],"version-history":[{"count":18,"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/pages\/933\/revisions"}],"predecessor-version":[{"id":2872,"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/pages\/933\/revisions\/2872"}],"wp:attachment":[{"href":"https:\/\/eng.pdn.ac.lk\/mgn\/wp-json\/wp\/v2\/media?parent=933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}