Marketing Management
- Management Sciences
- 400 level
- 3 credit units
- 210 pages
- 20 units
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.
About this course
- Difficulty
- Intermediate
- Study hours
- 20 hours
- Maths
- Basic
- Content
- Theoretical, case study
- Practical work
- No
- Assignments
- Tutor Marked Assignments
- Final Examination
What you'll read
The real module and unit structure of MKT401, taken from the course material NOUN publishes.
One paragraph, so you can see how it reads
MKT401 · UNIT 1: INTRODUCTION TO MARKETING
Outbound activities include all aspects of informing the market that a product is available, delivering that product, and encouraging the purchase decision. These activities include advertising, promotion, supply chain, sales support, product training, and customer support.
What you should be able to do
- Explain the fundamental principles of marketing management.
- Apply the marketing mix to develop effective marketing strategies.
- Analyze consumer behavior and market segmentation.
- Evaluate product life cycle and branding decisions.
- Develop pricing policies and marketing communications strategies.
- Understand sales forecasting and managing sales personnel.
- Assess the role of public relations in marketing.
What it prepares you for
- Marketing Manager
- Brand Manager
- Sales Manager
- Marketing Analyst
- Public Relations Specialist
- Consumer Goods
- Retail
- Services
- Advertising
- Public Relations
Where it gets hard
The units students slow down on, and what makes each one heavy.
- Module 2: Marketing Organization
Unit 4: Models of Consumer Behaviour
Understanding the various models requires critical thinking and analytical skills to compare and contrast their assumptions and limitations.
- Module 3: Product Life Cycle
Unit 4: Indian Consumer Environment
The unit requires understanding of complex economic factors and consumer behavior in a unique cultural context.
A suggested way through it
13 weeks, about 24 hours in total. Yours will differ.
- Week 1Module 1: Introduction to Marketing
Unit 1: Introduction to Marketing · 1.5 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 2Module 1: Introduction to Marketing
Unit 2: Marketing in a Developing Economy · 1.5 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 3Module 1: Introduction to Marketing
Unit 3: Marketing of Services · 1.5 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 4Module 1: Introduction to Marketing
Unit 4: Planning of Marketing Mix · 1.5 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 5Module 1: Introduction to Marketing
Unit 5: Marketing Segmentation and Planning · 1.5 hours
Define marketing segmentation.. Understand psychographic market segmentation.. Discuss the four basic market segmentation strategies.. Apply segmentation in customer retention..
- Week 6Module 2: Marketing Organization
Unit 1: Marketing Organization · 1.5 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 7Module 2: Marketing Organization
Unit 2: Marketing Research and Its Application · 1.5 hours
Define marketing research.. Describe stages of marketing research.. Highlight the importance of marketing research.. Explain research and marketing strategy..
- Week 8Module 2: Marketing Organization
Unit 3: Determinants of Consumer Behaviour · 1.5 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 9Module 2: Marketing Organization
Unit 4: Models of Consumer Behaviour · 1.5 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 10Module 2: Marketing Organization
Unit 5: Product Decisions, Planning and Development · 1.5 hours
Define what a product is.. Classify products.. State the levels of products.. Explain the new product development process..
- Week 11Module 3: Product Life Cycle
Unit 1: Product Life Cycle and New Product Development · 1.5 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 hours
Discuss branding and brand equity.. Explain the role of brands.. Discuss the scope of branding.. Explain the major functions of packaging..
- Week 12Module 3: Product Life Cycle
Unit 3: Pricing Policies and Practices · 1.5 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 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 13Module 4: Sales Management
Unit 5: Marketing Communications · 1.5 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 hours
Explain the meaning of sales forecasting.. Understand levels of sales forecasting.. Understand conditional forecasting, what if?. Explain forecasting options..
Preparing for the exam
- Review all module and unit objectives to ensure comprehensive understanding.
- Create detailed summaries of key concepts and theories from each unit.
- Practice applying the marketing mix (4Ps) to different product and service examples.
- Focus on understanding consumer behavior models and their implications for marketing strategies.
- Study the product life cycle and its impact on marketing decisions.
- Prepare for essay questions by outlining key points and supporting arguments.
- Review all Tutor-Marked Assignments (TMAs) and feedback for areas of improvement.
- Allocate sufficient time for revision and practice questions in the weeks leading up to the exam.
Questions students ask about this course
What is MKT401 about?
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.
How many units does MKT401 have?
MKT401, Marketing Management, has 20 units across 4 modules, over 210 pages of course material. You can read it one unit at a time.
How many credit units is MKT401?
MKT401 carries 3 credit units, at 400 level in Management Sciences.
Is MKT401 hard?
MKT401 is rated intermediate level, with basic mathematical content. It is mostly theoretical and case study work.
How long does MKT401 take to study?
About 20 hours of study, spread across its 20 units.
How is MKT401 assessed?
MKT401 is assessed by Assignments, Tutor Marked Assignments and Final Examination.
What can I do with MKT401?
Marketing Manager, Brand Manager, Sales Manager, Marketing Analyst and Public Relations Specialist.