| Module Identifier |
MMM3310 |
| Module Title |
MARKETING PRINCIPLES |
| Academic Year |
2001/2002 |
| Co-ordinator |
Dr Jacqueline Chimhanzi |
| Semester |
Semester 1 |
| Course delivery |
Lecture | 18 Hours |
| |
Seminar | 4 Hours |
| Assessment |
Course work | | 20% |
| |
Exam | 2 Hours | 80% |
Brief description
The primary objective of this course is to provide students with an opportunity to appreciate the role of the marketing unit within organisations. To this end, it provides an overview of the various marketing functions. It also focuses on interface between business and marketing strategy and thus concentrates on the marketing strategy process. It aims to prepare students for the world of work by exposing them to various topical issues that are currently being debated/researched; marketing strategy implementation, customer satisfaction/loyalty and finally, relationship marketing.
Learning outcomes
By the end of the course, students will be able to:
-
Articulate the role of marketing within an organisation
-
Understand the components of a marketing plan and its relation to the business strategy plan.
-
Understand the marketing mix and the management of its various components.
Module Outline (Lecture Themes)
Lecture 1: What is Marketing?
Lecture 2: Strategic Marketing Planning
Lecture 3: Consumer Buyer Behaviour
Lecture 4: Segmentation/Targeting and Positioning
Part 2: Managing the Marketing Mix
Lecture 5: Product Management and the New Product Development (NPD) process
Lecture 6: Pricing
Lecture 7: Promotion
Lecture 8: Place/Distribution Channels
Part 3: ?Topical Issues?
Lecture 9: Customer Satisfaction and Loyalty
Lecture 10: Relationship Marketing
Lecture 11: Marketing Strategy Implementation
Reading Lists
Books
** Recommended Text
? Kotler and Armstrong.
Principles of Marketing. 9th International Edition