BPM2103 Marketing Management

This course is designed to provide an understanding of the application of marketing theories, concepts, and practices as they relate to the management of the marketing function in a complex organization. Emphasis will be on the managerial aspects of marketing plans, including analysis of the external environment. A key element of the course will include the relationship of the "marketing mix" to strategic planning. 

Course Objectives 
The course is intended to enable students to:
Describe buying behaviours;
Examine factors that influence their buying decisions; and
Develop appropriate marketing strategies.

Learning Outcomes 
By the end of this course, it is expected that the students should be able to:

• Learn the fundamentals of implementing the marketing function in organizations;
• Evaluate the social, legal, political and ethical concerns in marketing;
• Describe the function of marketing in a competitive, dynamic global business;
• Develop effective strategic and marketing analysis skills;
• Enhance computer-based skills including on-line activities, written and oral communication, and information analysis; 
• Demonstrate an individual capability for meeting professional standards of conduct, quality, and skill; and 
• Use examples from current events and real-world marketing situations to apply, illustrate, and discuss different marketing strategies.