B.Sc.in Management and Information Technology (Interim)

BACHELOR OF SCIENCE IN MANAGEMENT AND INFORMATION TECHNOLOGY

IMMG 21023

Marketing Management

Status : Core Pre-requisite :G.C.E. (A/L) Co-requisite : None

 

On completion of this course, the student should be able to:

  • Explain the increasingly significant role of marketing in modern organizational management
  • Identify the variables at work of various marketing situations
  • Prepare a comprehensive marketing plan for a business organization.

Marketing as an organizational function. Evolution of marketing concepts. Marketing goals and strategies. Consumer behavior, Marketing mix and targeting, strategies for products, pricing, channeling and promoting products. Brand strategies and brand management. Preparation of a marketing plan.
 Interactive classroom sessions, case analysis and projects.
 End-of-semester examination, case analysis and presentations.

  1. Kotler P., “Marketing Management”, 11 th Edition, 2002, Prentice Hall.
  2. Boyd & Walker, “Marketing Management”, 1995.
  3. Wells and Bernette, “Advertising ; principles and practice”, 2007, Prentice Hall.

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