Lectuurer’s Name · Identifying Market Segments and Targets ... Managing Retailing, Wholesaling...
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67 Course Title Marketing Management Course Code CMKT-202 Course Type Elective Level Diploma Year / Semester 4 th Semester Lectuurer’s Name Mrs. Cornelia Nicolaou ECTS 6 Lectures / week 3 hours per week Laboratories / week N/A Course Aim Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations. Learning Outcomes Identify and understand the importance of marketing management in an organization Integrate learning from other business and marketing courses to solve contemporary marketing problems. “To put it all together”. Use marketing concepts to make business decisions Improve familiarity with current challenges and issues in marketing Critically evaluate current marketing articles with respect to main ideas, evidence, conclusions, credibility, importance, and points of view. Develop a critical “Marketing Mind” by evaluating and analyzing real life situations from case studies. Prerequisites CMKT100 Corequisites NONE Course Content 1. Defining Marketing for the 21 st Century 2. Developing Marketing Strategies and Plans 3. Capturing Marketing Insights 4. Creating Customer Value, Satisfaction and Loyalty 5. Analyzing Consumer and Business Markets 6. Identifying Market Segments and Targets 7. Creating Brand Equity and Crafting Brand Positioning
Transcript of Lectuurer’s Name · Identifying Market Segments and Targets ... Managing Retailing, Wholesaling...
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Course Title Marketing Management
Course Code CMKT-202
Course Type Elective
Level Diploma
Year / Semester 4th Semester
Lectuurer’s Name Mrs. Cornelia Nicolaou
ECTS 6 Lectures / week 3 hours per
week
Laboratories / week
N/A
Course Aim Marketing Management is the art and science of choosing target
markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer
value. Marketing management seeks to meet organizational
objectives by effectively satisfying customers in a dynamic
environment. This course provides an overview of marketing
processes and marketing principles, and provides students with
the opportunity to apply the key concepts to practical business
situations.
Learning Outcomes Identify and understand the importance of marketing
management in an organization
Integrate learning from other business and marketing courses to solve contemporary marketing problems. “To put it all together”.
Use marketing concepts to make business decisions
Improve familiarity with current challenges and issues in marketing
Critically evaluate current marketing articles with respect to main ideas, evidence, conclusions, credibility, importance, and points of view.
Develop a critical “Marketing Mind” by evaluating and analyzing real life situations from case studies.
Prerequisites CMKT100 Corequisites NONE
Course Content 1. Defining Marketing for the 21st Century 2. Developing Marketing Strategies and Plans 3. Capturing Marketing Insights 4. Creating Customer Value, Satisfaction and Loyalty 5. Analyzing Consumer and Business Markets 6. Identifying Market Segments and Targets 7. Creating Brand Equity and Crafting Brand Positioning
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8. Dealing with the Competition 9. Setting Product Strategy and Developing Pricing Strategies 10. Designing and Managing Services 11. Managing Value Networks and Channels 12. Managing Retailing, Wholesaling and Logistics 13. Managing Integrated Marketing Communications 14. Creating Successful Long-Term Growth 15. Managing a Holistic Marketing Organization
Methodology The course is delivered through lectures, discussion,
assignments, presentations, case studies and laboratory
applications.
Bibliography Kotler P., and Keller K. (2015, 15th ed.) Marketing Management,
Prentice Hall, ISBN-13: 9780133856460
Kotler P., and Keller K. (2012, Global Edition, 14th ed.) Marketing Management, Pearson Higher Education. ISBN-13: 9780273755029 Doyle, P and Stern, P. (2006, 4th ed.). Marketing Management and Strategy, Pearson Higher Education. ISBN-13: 9780273693987 Boyd, Walker, Larreche, Marketing Management: A Strategic Approach with a Global Orientation, McGraw-Hill, 2005 Readings from Business Journals: Harvard Business Review, Marketing Today etc.
Assessment 50 % Final Exam
0 – 40 % Mid –Term / Tests / Quizzes
0 – 30 %
0 – 20 %
Assignments / Projects
Homework
0 – 10 % Class Attendance & Participation
Estimated student’s work time distribution in hours:
Contact hours Student’s private time
Lecture 39 Private study 39
Mid-Term
Test
1 Homework /
Assignments / Projects
42
Final Exam 2 Test preparation 9
Final Exam Preparation 18
Total: 42 Total: 108
Language ENGLISH
