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Marketing Management – BUS 5112:
Learning Materials

Get Ready For Your College Courses

To best prepare for your future studies, please review the below preparation resources. We encourage you to use the time before starting your first term, to get a taste of the topics of your upcoming courses. There’s no better time to start than now! Good luck with your studies!

 

Learn Marketing Management

Course Overview

Effective organizations, whether in the public, private or non-profit sector, seek to attract and retain satisfied customers consistent with their mission and capacity. The course will emphasize the theory and practical skills associated with assessing customer interests, desires and needs; identifying organizational fit; and harnessing the organization’s capacity to respond. It will explore the relationship of marketing to other business functions and consider the challenges faced by organizations seeking to serve international and cross-cultural markets. Examples of how both young and mature organizations gain insight into consumer behavior, market services and engage in business-to-business marketing will be analyzed. Marketing for the e-business sector will be discussed, and students will be introduced to the role of marketing in new ventures, and learn cost-effective ways to do market research and leverage available resources in innovative ways to create new markets.

 

Preparation Resources

  • Winer, R. & Shar, R. (2011). Marketing Management (4th ed.). Boston: Prentice Hall.

Marketing Management – BUS 5112 -Course Schedule and Topics:

 

Week 1: Unit 1: Developing a Marketing Strategy

 

Week 2: Unit 2: Understanding Customer Behavior

 

Week 3: Unit 3: Developing a Global Brand Strategy

 

Week 4: Unit 4: Marketing Strategy over the Product Life Cycle; New Product Development

 

Week 5: Unit 5: Pricing and Sales Promotion

 

Week 6: Unit 6: Communications

 

Week 7: Unit 7: Channels of Distribution

 

Week 8: Unit 8: Customer Relationship Management