Module Identifier MMM3310  
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:

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

** Recommended Text
? Kotler and Armstrong. Principles of Marketing. 9th International Edition