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MKT401Management Sciences3 Unitsintermediate

Marketing Management

This course introduces students to the fundamental principles and practices of marketing management. It explores key concepts such as marketing in developing economies, marketing of services, and marketing segmentation. Students will learn about the marketing mix, consumer behavior, product life cycle, and branding strategies. The course also covers sales forecasting, managing sales personnel, and the role of public relations in marketing. Emphasis is placed on applying marketing concepts to real-world challenges in both private and public enterprises.

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20h

Study Time

13

Weeks

2h

Per Week

basic

Math Level

Course Keywords

Marketing ManagementMarketing MixConsumer BehaviorMarket SegmentationBranding

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level

Builds on foundational knowledge

65%

intermediate

➕

Math Level

Basic Math

📖

Learning Type

Theoretical Focus

Course Topics

Key areas covered in this course

1

Introduction to Marketing

2

Marketing in Developing Economies

3

Marketing of Services

4

Marketing Mix Planning

5

Market Segmentation

6

Consumer Behavior

7

Product Life Cycle

8

Branding and Packaging

9

Pricing Policies

10

Marketing Communications

11

Sales Forecasting

12

Managing Sales Personnel

13

Public Relations

Total Topics13 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Tutor-Marked Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Final Examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Marketing Manager

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Sales Manager

Apply your skills in this growing field

Marketing Analyst

Apply your skills in this growing field

Public Relations Specialist

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Consumer GoodsRetailServicesAdvertisingPublic Relations

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Introduction to Marketing

1.5h

Unit 1: Introduction to Marketing

1.5 study hours

•Define marketing and its scope.
•Explain the five competing concepts under which organizations operate.
•Discuss the elements of the marketing mix.
•List the aspects of marketing.

Week

2

Module 1: Introduction to Marketing

1.5h

Unit 2: Marketing in a Developing Economy

1.5 study hours

•Explain how marketing is linked with the economy.
•Discuss conditions favoring marketing activities.
•Determine when marketing is most necessary.
•Discuss the importance and problems of marketing in developing economies.

Week

3

Module 1: Introduction to Marketing

1.5h

Unit 3: Marketing of Services

1.5 study hours

•Describe services marketing and its challenges.
•Explain the characteristics of services.
•Discuss the history of services marketing.
•List and discuss the 7 P's of services marketing.

Week

4

Module 1: Introduction to Marketing

1.5h

Unit 4: Planning of Marketing Mix

1.5 study hours

•Define planning of marketing mix.
•Differentiate between marketing and marketing mix.
•Identify the components of planning marketing mix.
•Apply the 4P's marketing mix model.

Week

5

Module 1: Introduction to Marketing

1.5h

Unit 5: Marketing Segmentation and Planning

1.5 study hours

•Define marketing segmentation.
•Understand psychographic market segmentation.
•Discuss the four basic market segmentation strategies.
•Apply segmentation in customer retention.

Week

6

Module 2: Marketing Organization

1.5h

Unit 1: Marketing Organization

1.5 study hours

•Define marketing organization.
•Explain the role of marketing in an organization.
•Identify types of marketing organizations.
•Discuss the three types of organizational markets.

Week

7

Module 2: Marketing Organization

1.5h

Unit 2: Marketing Research and Its Application

1.5 study hours

•Define marketing research.
•Describe stages of marketing research.
•Highlight the importance of marketing research.
•Explain research and marketing strategy.

Week

8

Module 2: Marketing Organization

1.5h

Unit 3: Determinants of Consumer Behaviour

1.5 study hours

•Explain the meaning of consumer behavior.
•Analyze different types of consumer behavior.
•Recall the individual determinants of consumer behavior.
•Discuss the impact of politics and religion on consumer behavior.

Week

9

Module 2: Marketing Organization

1.5h

Unit 4: Models of Consumer Behaviour

1.5 study hours

•Explain different models of consumer behavior.
•Recall Howard-Sheth Model three levels of decision making.
•Analyze customers' behavior towards selected product in the Nigerian market.
•Critique the models of consumer behavior.

Week

10

Module 2: Marketing Organization

1.5h

Unit 5: Product Decisions, Planning and Development

1.5 study hours

•Define what a product is.
•Classify products.
•State the levels of products.
•Explain the new product development process.

Week

11

Module 3: Product Life Cycle

3h

Unit 1: Product Life Cycle and New Product Development

1.5 study hours

•Explain the product life cycle concept.
•Discuss marketing mix at different stages of product life cycle.
•Discuss options in declining stage of product life cycle.
•Explain new product development strategy.

Unit 2: Branding and Packaging Decisions

1.5 study hours

•Discuss branding and brand equity.
•Explain the role of brands.
•Discuss the scope of branding.
•Explain the major functions of packaging.

Week

12

Module 3: Product Life Cycle

3h

Unit 3: Pricing Policies and Practices

1.5 study hours

•Explain the meaning of pricing policies and practices.
•Discuss demand, supply and environmental influences on pricing decisions.
•Explain different types of pricing strategies.
•Apply pricing strategies to real-world scenarios.

Unit 4: Indian Consumer Environment

1.5 study hours

•Review the 2011 population census result of India.
•Assess the impact of Indian consumer environment on marketing strategies.
•Analyze the challenges and opportunities in the Indian market.
•Compare Indian consumer behavior with other developing economies.

Week

13

Module 4: Sales Management

3h

Unit 5: Marketing Communications

1.5 study hours

•Explain the strategic goals of marketing communications.
•Discuss the elements of the marketing communications mix.
•Explain the integrated marketing communications.
•Discuss the factors in setting the marketing communications mix.

Unit 1: Sales Forecasting

1.5 study hours

•Explain the meaning of sales forecasting.
•Understand levels of sales forecasting.
•Understand conditional forecasting, what if?
•Explain forecasting options.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

Read the complete course material as provided by NOUN.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all module and unit objectives to ensure comprehensive understanding.

2

Create detailed summaries of key concepts and theories from each unit.

3

Practice applying the marketing mix (4Ps) to different product and service examples.

4

Focus on understanding consumer behavior models and their implications for marketing strategies.

5

Study the product life cycle and its impact on marketing decisions.

6

Prepare for essay questions by outlining key points and supporting arguments.

7

Review all Tutor-Marked Assignments (TMAs) and feedback for areas of improvement.

8

Allocate sufficient time for revision and practice questions in the weeks leading up to the exam.

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