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  • Syllabus, Marketing Management

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    MHD
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    This document provides information on the Master's Program in Marketing Management course. It outlines the course lecturer, objectives, learning outcomes, textbook, and course outline. The objectives are to enhance students' understanding of analyzing, formulating, implementing and managing marketing strategies. Topics covered include corporate strategies, marketing processes, market and consumer analysis, strategic programs, e-marketing, and communications. Upon completing the course, students should be able to develop marketing understandings, acquire relevant knowledge, and demonstrate comprehension through assignments. The course uses the textbook "Marketing Management" and is outlined in weekly classes covering various chapters and marketing excellence examples. Students are evaluated based on attendance, assignments, a marketing plan project, and a final exam.

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    Marketing Management

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    This document provides information on the Master's Program in Marketing Management course. It outlines the course lecturer, objectives, learning outcomes, textbook, and course outline. The objectives are to enhance students' understanding of analyzing, formulating, implementing and managing marketing strategies. Topics covered include corporate strategies, marketing processes, market and consumer analysis, strategic programs, e-marketing, and communications. Upon completing the course, students should be able to develop marketing understandings, acquire relevant knowledge, and demonstrate comprehension through assignments. The course uses the textbook "Marketing Management" and is outlined in weekly classes covering various chapters and marketing excellence examples. Students are evaluated based on attendance, assignments, a marketing plan project, and a final exam.

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    © All Rights Reserved
    Descărcați ca DOC, PDF, TXT sau citiți online pe Scribd
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    302 vizualizări3 pagini

    Syllabus, Marketing Management

    Încărcat de

    MHD
    This document provides information on the Master's Program in Marketing Management course. It outlines the course lecturer, objectives, learning outcomes, textbook, and course outline. The objectives are to enhance students' understanding of analyzing, formulating, implementing and managing marketing strategies. Topics covered include corporate strategies, marketing processes, market and consumer analysis, strategic programs, e-marketing, and communications. Upon completing the course, students should be able to develop marketing understandings, acquire relevant knowledge, and demonstrate comprehension through assignments. The course uses the textbook "Marketing Management" and is outlined in weekly classes covering various chapters and marketing excellence examples. Students are evaluated based on attendance, assignments, a marketing plan project, and a final exam.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca DOC, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 3

    Master Program

    Marketing Management

     Course Lecturer: Dr. Wail Alhakimi


     E-mail: dralhakimi@gmail.com

     Objectives
    Changing environment, greater competition and advances in firms to
    recognize the importance of developing intelligence and strategic insights about
    market and consumers. This course was designed to enhance students
    understanding on how to analyze, formulate, implement and manage marketing
    strategies and policies at the tactical and strategic management levels. Topics
    covered include corporate business strategies, marketing management process,
    analysis of markets and consumer behavior, developing strategic marketing
    program, e-marketing and marketing communications.

     Learning Outcomes
    Upon completion of this subject, the students should be able to:
    1. Develop a good understanding of major issues related to the nature and
    functioning of marketing in organizations.
    2. Acquire relevant knowledge on factors related to and that affects the dynamics
    of how organizational marketing functions work.
    3. Demonstrate their knowledge and understanding of the subject matter though
    group discussions and written assignments.

     Course Textbook
    Marketing Management, 15E, Philip Kotler and Kevin Keller, Pearson
    Education Limited 2016.

    1-3
     Course Outline

    Class Topic
    1 Introductory Session
    Chapter 1: Defining Marketing for the New Realities
    Marketing excellence: Nike
    Marketing excellence: Google Wadeaa
    2 Chapter 2: Developing Marketing Strategies and Plan
    Marketing excellence: Emirates Amin
    3 Chapter 5: Creating Long-term Loyalty Relationships
    Marketing excellence: Audi
    Marketing excellence: Harely – Davidson
    4 Chapter 9: Identifying Market Segments and Targets
    Marketing excellence: HSBC
    Marketing excellence: BMW
    5 Chapter 13: Setting Product Strategy
    Marketing excellence: Nivea
    Marketing excellence: Toyota
    6 Chapter 16: Developing Pricing Strategies and Programs
    Marketing excellence: eBay
    Marketing excellence: Air Arabia
    7 Chapter 17: Designing and Managing Integrated Marketing Channels
    Marketing excellence: Amazon Wafa
    Marketing excellence: Tesco
    8 Chapter 19: Designing and Managing Integrated Marketing Communications
    Marketing excellence: Red Bull
    Marketing excellence: L’Oreal

     Marking Profile

    Evaluation Weight Details


    Attendance 10%

    2-3
    Assignment 10% Marketing excellence
    Project 40% Marketing plan
    Final exam 40% All covered chapters

    3-3

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