Learning Outcomes:
- Demonstrate an advanced level of knowledge about key marketing concepts and frameworks;
- Develop skills and ability to to critically analyze businesses’ external and internal environments in order to make strategic marketing decisions that create value for the consumers as well as the firm;
- Develop the capability to utilize market research methods that help businesses understand their consumers better;
- Utilize marketing frameworks to develop a marketing mix that achieves strategic objectives;
- Develop a strategic marketing plan for a product/service.
Indicative Module Content:
1. Introduction to marketing
2. Understanding the marketing environment
3. Generating consumer Insights
4. Developing target market differentiation strategies
5. Marketing research methods
6. Developing marketing offerings (the marketing mix)
7. Designing and managing marketing communications
8. Managing integrated marketing channels
9. Contemporary issues in marketing