Module Description:

The module provides students with an integrated view of marketing with focus on its practice systematically at the conceptual model, quantitative tools, and structural strategy levels, incorporating realization of corporate objectives and prioritization of customer value amid competition. Core subjects cover systematic market and consumer decision processes analysis, identification and ranking of market segments, formulation of distinctive competitive positions, brand equity assessment and stewardship, and marketing mix design in coordinated parallel. It emphasises marketing information systems, decision making like in planning, information systems for marketing and its relations with other business functions. Like any other subject, students will achieve learning objectives via interactive simulations and case studies. By the course completion, the students will be able to design and execute organisational aligned marketing plans responsive to the dynamic competitive environment (250 Hours).

Learning Outcomes:

Competences:

At the end of the unit, the learner will have acquired the responsibility and autonomy to:

  • Monitor current trends and challenges that marketing is currently facing.
  • Carry out tasks making use of effective communication methods which are widely used in marketing.
  • Collaborate with other individuals in the planning and development of a marketing campaign and plan.
  • Be responsible for the effective use of marketing communication techniques to portray a message which is easily understood by the target market.
  • Carry out effective market research and market planning.

Knowledge:

At the end of the module/unit, the learner will have been exposed to the following:

  • Define the term ‘marketing’ and critically assess its importance and relevance when it comes to managing and running an organisation.
  • Describe the importance of designing and developing an effective marketing plan.
  • Define the terms ‘segmentation’, ‘targeting’, and ‘positioning’.
  • Recall the importance of marketing research and how it can aid organisations in proper marketing plan preparation.
  • Describe the importance of understanding customer behaviour and buyer behaviours and using these for enhancing service quality.
  • Define the ‘marketing matrix’ and identify the importance of promoting new product development.
  • Recall and discuss in detail various types of communication methods for marketing and marketing channels; also list various pricing methods.
  • Recall and discuss various contemporary issues in marketing.
  • Critically reflect on the need and use of market research and planning.

Skills:

At the end of the module/unit, the learner will have acquired the following skills:

  • Demonstrate understanding of the role of marketing in the success of an organisation and the environment in which it operates overall.
  • Show ability to assess and monitor various trends in contemporary marketing as well as any issues which are currently being faced by marketers.
  • Exhibit in-depth knowledge of the marketing mix (product, place, promotion, and price).
  • Use various marketing communication methods including advertising, sales promotion, events and experiences, word of mouth, personal selling, public relations, and direct marketing.

Core Topics and Subtopics

Foundations of Marketing Management

  • Seeing why marketing-steering the wider organisation-matters
  • Getting familiar with the marketing toolbox (4Ps and 7Ps)
  • Putting customers at the center of every business choice

Consumer Insights & Market Research

  • Reviewing hands-on research approaches, both qualitative and quantitative
  • Turning raw numbers and quotes into clear actions for the team
  • Grasping the forces that guide shopper's choices and habits

Segmentation, Targeting, and Positioning (STP)

  • Cutting the whole market into sensible pieces
  • Choosing and ranking the segments that matter most to you
  • Building sharp positioning plans with simple perceptual maps

Brand Strategy & Identity

  • Shaping and guarding a brand's voice, look, and promise
  • Using story and emotion to connect with real people
  • Measuring strength and finding ways to lift brand equity

Product Management & Innovation

  • Guiding products from launch to decline with care
  • Following clear stages when creating fresh offers
  • Finding smart ways to stretch, trim, or refresh lines

Pricing Approaches

  • Setting fees from a cost, value, and market viewpoint
  • Outsmarting rivals through pricing moves that feel new
  • Using psychology to lift sales, margins, and overall return

Channel Strategy & Distribution

  • Running varied sales and delivery models smoothly
  • Building healthy channel ties and easing the rough spots
  • Joining up online and offline paths into one smooth journey

Marketing Communication & Promotion

  • Drafting ads and words that land
  • SEO, SEM, email, and jabbing posts
  • Designing, rolling, and measuring one plan

Digital Marketing & Social Engagement

  • Content creation and influencer outreach
  • Building authentic partnerships and original content
  • Tracking performance on social platforms
  • Watching likes, shares, and true audience reach
  • Addressing ethical and regulatory concerns in digital spaces
  • Complying with rules while keeping trust intact

Customer Relationship Building

  • Strategies to foster customer loyalty and repeat business
  • Reward programmes, quick support, and a personal touch
  • Customization and enhancing customer value over time
  • Tailored products, helpful tips, and room for feedback
  • Tools and platforms for managing customer relationships
  • From simple CRMs to chatbots that learn

Marketing Effectiveness & Performance

  • Monitoring success with marketing KPIs and reports
  • A/B testing and experimentation for optimisation
  • Tracking every dollar spent and earned
  • Evaluating ROI and customer acquisition metrics
  • Sales figures, engagement rates, and trends over time
  • Small tests that guide bigger decisions

Strategic Planning in Marketing

  • Conducting environment and competition analysis
  • SWOT grids, market scans, and a curious mind
  • Matching corporate strategy with marketing initiatives
  • Marketing that pulls the same direction as the board
  • Adapting strategies during uncertainty or market shifts
  • Staying calm, listening, and if needed, pivoting fast.

Weekly Breakdown / Session Plan

Week 1: Introduction to Marketing Management 

  • Objectives: Understand marketing within the organisational structure with regards to the business paradigm framework. 
  • Activities: Introduction Video, Discussion Forum, Welcoming Quiz.
  • Key Reading: Kotler & Keller (2020), Marketing Management, Ch. 1

Week 2: Understanding Consumer Behaviour

  • Objectives: Examine the psychological factors as well as the root causes of consumer habits.
  • Activities: Case study, creating user personas. 
  • Key Reading: Solomon, M. (2020), Consumer Behavior, Ch. 2

Week 3: Market Segmentation, Targeting & Positioning

  • Objectives: Comprehend the identification and engagement of audiences with the use of the STP model. 
  • Activities: STP Segmentation Case.
  • Key Reading: Kotler & Keller, Ch. 8

Week 4: Marketing Research & Data Analysis

  • Objectives: Understand the fundamental approaches to the marketing of data and its collection and subsequent analysis.
  • Activities: Mini research project, design a survey. 
  • Key Reading: Malhotra, N.(2015), Marketing Research, Ch. 3

Week 5: Product & Brand Strategy

  • Objectives: Understand the brand positioning, product life cycle, and portfolio analysis.
  • Activities: Map a product, conduct a brand audit.
  • Key Reading: Aaker, D. (1996), Building Strong Brands, Ch. 4

Week 6: Pricing Strategies

  • Objectives: Evaluate brand perception and estimate the brand value and the impact of various pricing models on revenue.
  • Activities: Participate in a pricing simulation, discussion forum.
  • Key Reading: Kotler & Keller, Ch. 14

Week 7: Distribution & Channel Management

  • Objectives: Comprehend offline and online marketing channels and the supply chain from a digital perspective.
  • Activities: Draft a channel strategy plan, analyse a case.
  • Key Reading: Rosenbloom, B. (2012), Marketing Channels, Ch. 6

Week 8: Integrated Marketing Communications

  • Objectives: Develop integrated advertisements for traditional and digital advertisement media.
  • Activities: Create a campaign, critique an advertisement.
  • Key Reading: Belch & Belch (2018), Advertising & Promotion, Ch. 9

Week 9: Digital & Social Media Marketing

  • Objectives: Interact with current clientele online and through new media.
  • Activities: Perform a social media audit, and develop a a strategy for content creation.
  • Key Reading: Ryan, D. (2016), Understanding Digital Marketing Ch. 5

Week 10: Strategic Marketing Planning

  • Objectives: For the selected firm, construct a strategic integrated marketing plan with actionable components based on the insights gathered.
  • Activities: Present your final project, and conduct a peer review 
  • Key Reading: Kotler & Keller, Ch. 22 (Strategic Planning)

Reading Materials

Core Textbook 

  • Title and Author(s): Marketing Management – Kotler, P. & Keller, K. L. (15th ed., 2016)
  • Description: Covers the principles and decisive actions of strategic marketing relevant for managerial concern.

  • Title and Author(s): Marketing: An Introduction – Armstrong, G. & Kotler, P. (14th ed., 2021)
  • Description: Best for learning basic concepts and introductory marketing.

  • Title and Author(s): Marketing Plans – McDonald, M. & Wilson, H. (8th ed., 2016)
  • Description: Focused on developing and executing marketing plans for specific objectives.

Supplementary 

  • Title and Author(s): Marketing: Real People, Real Choices – Solomon, M. et al. (2017)
  • Description: Case-based instruction and application of marketing concepts in business.
  • Title and Author(s): Digital Marketing – Chaffey, D. & Ellis-Chadwick, F. (7th ed., 2019)
  • Description: Focuses on internet marketing practices, digital transitions, and online business strategies.
  • Title and Author(s): Essentials of Marketing – Baines, P., Fill, C., & Page, K. (7th ed., 2019)
  • Description: Offers concise coverage of marketing tools and techniques in modern business.

Online Resources 

  • Title and Author(s): Harvard Business Review (HBR) – https://hbr.org
  • Description: Scholarly papers on marketing strategy, branding, customer relations, and business leadership.
  • Title and Author(s): Statista & eMarketer – statista.com, emarketer.com
  • Description: Provides current data on markets, consumers, and digital trends.
  • Title and Author(s): HubSpot Blog / Marketing Week – hubspot.com, marketingweek.com
  • Description: Offers how-to guides, documented campaigns, and insights on content marketing.