|#||Course Name||Credit Hrs||Prerequisite|
|MKT 611||Marketing Management||3||None|
This course provides an overview of marketing concepts, principles, strategies and programs. It enables learners to analyze and make effective marketing decisions including assessing marketing opportunities, developing appropriate marketing strategies and implementing marketing plans. The course is delivered through various methods such as cases, practical examples, individual assignments, group projects and discussions, which gives students confidence in applying marketing knowledge to solve the problems of business organizations. Students gain sufficient experience in communicating and presenting marketing suggestions.
After completing this course, the student will be able to:
- Define knowledge of main marketing concepts, principles, and skills.
- Demonstrate Effective communication skills
- Develop marketing strategies based on market and environmental data.
- Analyze data to gain marketing insights for decision-making.
- Analyze, and solve marketing problems.
- Evaluate an ethical problem in marketing practices
- Demonstrate corporate social responsibility while implement a marketing strategy.
- Creating and capturing customer value
- Analyzing the marketing environment
- Consumer markets and consumer buyer behavior
- New product development and product life cycle strategies
- Sustainable marketing
Kotler, P., & Keller, K. L. (2015). Marketing management, global edition (pp. 194-209). Edinburgh Gate, England: Pearson Education Limited.
• Hollensen, S. (2019). Marketing Management: A Relationship Approach. Harlow: Prentice Hall.
• Wilson, R.M.S., Gilligan, C.T. and Pearson, D.J. (2012), Strategic Marketing Management: Planning, Implementation and Control, Butterworth Heinemann/CIM, London.
• Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15-26.