MBA7201 Marketing Management

This course is designed to provide an introduction to all aspects of marketing, including strategic marketing planning, marketing research, product planning and development, promotion planning, distribution and pricing. It provides an understanding of the theories of the marketing mix variables, and a practical application in the context of the marketing management cycle processes of research, planning, organization, implementation and control. The course is intended to help the students to identify and solve business problems using a marketing perspective.

Learning Outcomes
Upon successful completion of this course, students should be able to:  

• Describe the holistic role of marketing in a firm 
• Distinguish between the specific nature of different markets, goods and services 
• Analyse the theories and practices behind the marketing mix variables
• Demonstrate the operating techniques of the marketing management cycle processes; and; 
• Examine the marketing context of relevant sectors in any economy.