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Course Information:
Title: Fundamentals of
Code: MGT-317
Credit: 3
Introduction to Module
Welcome to Principle of Marketing Module. The module is designed to provide an introduction to the
various tools and techniques of marketing and explores the interrelationship within the overall business
context in which marketing strategies must co-exist. It assumes no prior knowledge of this area. It is not
the intention of the module to make you an expert in marketing field, rather, to provide you with a good
understanding of marketing concepts. This module develops students understanding of the strategic
domain of marketing and covers the different main prospective of strategy in marketing context. Case
studies are used to develop analytical and writing skill to demonstrate different prospective of marketing.
Module Aims
It is beyond doubt that an understanding of the marketing concept and associated tools and techniques is
essential for organizational survival in all sectors of the economy and is a necessary ingredient in any
management development programme. This module is based on the premise that maters such as design
and quality must be considered alongside traditional marketing issues such as target market and
promotion if an organization is to fulfil customer expectations effectively. Specific aims of module are:
1. To provide students with an insight into the role of marketing in developing successful
organization in highly competitive environment.
2. To introduce students to examples of best practice in marketing management.
3. To develop a critical understanding of the key concepts, tools and techniques of marketing.
Learning Outcomes
On successful completion of this module student will be able to:
1. Critically evaluate the marketing policies and practice of an organization.
2. Understanding the role, context and purpose of marketing within the framework of a variety of
environment settings and organizational context and be able to select and apply appropriate
perspectives of strategy to given situations.
3. Employ suitable concepts, tools and techniques of marketing management to analyse a service or
product provision and make recommendations for improvement.
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Lecture
1. Briefing on programme reading list and assessment,
2. Importance of Marketing, Basic Marketing Concepts
The Marketing Process
1. Customer Value and Satisfaction
2. Designing a Customer-Driven Marketing Strategy
3. Understanding and identifying the Consumers Needs, Wants and Demands
4. Different types of Marketing Management Concepts
Challenges marketing have to face in 21st century.
The Marketing environment
1. The companys Micro environment
2. The companys Macro environment
1. Marketing Strategy and the Marketing Mix
2. Managing the Marketing Efforts
Managing Marketing Information and Market Research
1. Assessing the Marketing information needs
2. Developing Marketing Information
3. Marketing Research
4. Analysing Marketing Information
5. Distributing and Using Marketing Information
6. Briefing about Group Assignment
Consumer Markets and Consumer Buyer Behaviour
1. Model of Consumer Behaviour
2. Characteristics Affecting Consumer Behaviour
3. Types of Buying Decision Behaviour
4. The Buyers Decision Process
5. The Buyers Decision Process for new products
Business Marketing and Business Buyer Behaviour
1. What is Business Market
2. Business Buyer Behaviour
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