Lectures will be used to introduce specific areas of study and to provide background information. Case studies and industry related projects across a range of businesses will constitute the framework and focus of the course. Guest lecturers will complement the class sessions where possible. Team activities are an integral part of the course.
1.Gathering market intelligence.
2.Explaining the theory and practise of marketing strategy
3.Analyzing customers, competition, and channels.
4.Developing positioning strategies.
5.Planning the marketing program.
6.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.
Term tests 30%
Midterm Examination 30%
Cases, projects 30%
Participation 10%
100%
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 or equivalent