|| MMM3310 |
|| MARKETING PRINCIPLES |
|| 2003/2004 |
|| Dr Jacqueline S Chimhanzi |
|| Semester 1 |
| Course delivery
|| Lecture || 18 Hours |
|| Seminars / Tutorials || 4 Hours |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||2 Hours ||80%|
|Semester Assessment|| ||20%|
Learning outcomesOn successful completion of this module students should be able to:
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.
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.
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: 'ropical Issues?
Lecture 9: Customer Satisfaction and Loyalty
Lecture 10: Relationship Marketing
Lecture 11: Marketing Strategy Implementation
** Recommended Text
? Kotler and Armstrong Principles of Marketing
9th International Edition
This module is at CQFW Level 7