Commerce & Business Administration
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Method(s) Of Instruction
Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers will complement the class sessions where possible.
This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.
- Gathering market intelligence
- Explaining the theory and practise of marketing strategy
- Analyzing customers, competition, and channels
- Developing positioning strategies
- Planning the marketing program
- Managing the marketing mix
At the end of the course, the successful student should be able to:
- integrate all phases of marketing into a strategic planning focus
- demonstrate a problem-solving approach to marketing problems
- apply oral and written skills in project presentations
Means of Assessment
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Textbooks and Materials to be Purchased by Students
Mullins, Walker, Boyd & Larreche; Marketing Management, Latest Ed. New York NY, McGrawHill Irwin 2006 or equivalent