Marketing Management

 

Instructor: George Balabanis

Teaching Hours and Credit Allocation: 24 hours, 6 credits
Course Assessment: Coursework + Exam

 

Aims

The aim of this course is to provide a sound knowledge of the basics of marketing and expose students to both traditional and still powerful ideas, and to newer techniques and concepts. The course shows how products and services that satisfy the customer are designed and taken to market, and how an organisation can respond and adapt to market changes.

 

Learning Outcomes

On completing the course students will be able to:

  • Demonstrate the ability to clearly define a specific marketing problem or issue
  • Appreciate marketing as an important tool for promotional and PR purposes
  • Demonstrate communication skills
  • Understand the language, tools and philosophy of marketing as marketing is too important to be left to the marketing department
  • Knowledge and understanding of the importance of the customer as a foundation of business

 

Content

  • Marketing strategy and delivering customer value
  • Consumer behaviour
  • Segmentation and targeting
  • Differentiation and positioning
  • Product policy
  • New product development
  • Marketing communications
  • Pricing. Marketing planning – putting it all together
  • The Marketing Plan
  • Understanding Buying Behaviour
  • Market Segmentation and Positioning
  • Marketing Research
  • Product Management and Branding
  • Advertising and Promotion