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Marketing Management

This course provides an introduction to all aspects of marketing, including strategic marketing planning, marketing research, product planning and development, promotion planning, distribution and pricing. It provides an understanding of the theories of the marketing mix variables, and a practical application in the context of the marketing management cycle processes of research, planning, organization, implementation and control. ​

Learning Outcomes

Upon successful completion of this course, the participant will be able to:

  • Identify core concepts of marketing and the role of marketing in business and society;

  • Knowledge of social, legal, ethical and technological forces on marketing decision-making;

  • Appreciation for the global nature of marketing and appropriate measures to operate effectively in international settings;

  • Ability to develop marketing strategies based on product, price, place and promotion objectives;

  • Ability to create an integrated marketing communications plan which includes promotional strategies and measures of effectiveness;

  • Ability to communicate the unique marketing mixes and selling propositions for specific product offerings;

  • Ability to construct written sales plans and a professional interactive oral sales presentation;

  • Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers;

  • Ability to collect, process, and analyze consumer data to make informed marketing decisions;

  • Ability to analyze marketing problems and provide solutions based on a critical examination of marketing information;

  • Ability to apply knowledge and skills to real-world experiences.

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