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MKT826Management Sciences3 Unitsintermediate

Marketing Management And Strategy

This course explores the principles and practices of marketing management. It covers key areas such as marketing in developing economies, service marketing, and marketing mix planning. Students will learn about market segmentation, consumer behavior models, and the role of marketing organizations. The course also delves into marketing research, branding, pricing strategies, and marketing communications, providing a comprehensive understanding of effective marketing strategies.

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208h

Study Time

13

Weeks

16h

Per Week

basic

Math Level

Course Keywords

Marketing ManagementConsumer BehaviorMarketing MixBrandingMarketing Communication

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

Marketing Principles

2

Developing Economies Marketing

3

Services Marketing

4

Marketing Mix Planning

5

Consumer Behavior

6

Branding Strategies

7

Pricing Policies

8

Marketing Communications

9

Sales Management

Total Topics9 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 Assessments

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 GoodsRetailFinancial ServicesHealthcareTechnologyNon-profit

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Introduction to Marketing

8h

Unit 1: Introduction to Marketing

8 study hours

•Define marketing and explain its key concepts.
•Discuss the five competing concepts under which organizations operate.
•Analyze the elements of the marketing mix.

Week

2

Module 1: Introduction to Marketing

8h

Unit 2: Marketing In a Developing Economy

8 study hours

•Explain the characteristics of developing economies.
•Discuss the necessity and importance of marketing in developing economies.
•Identify the problems and prospects of marketing in developing economies.

Week

3

Module 2: Marketing Mix and Planning

8h

Unit 3: Marketing of Services

8 study hours

•Describe services marketing and its challenges.
•Explain the characteristics of services: inseparability, intangibility, perishability, variability, and homogeneity.
•Discuss the 7 P's of services marketing.

Week

4

Module 2: Marketing Mix and Planning

8h

Unit 4: Planning of Marketing Mix

8 study hours

•Define marketing mix and its role in marketing planning.
•Analyze the marketing planning process: situation analysis, market research, segmentation, targeting, and positioning.
•Plan marketing strategies, programs, and support.

Week

5

Module 2: Marketing Mix and Planning

8h

Unit 5: Marketing Segmentation and Planning

8 study hours

•Define marketing segmentation and its importance.
•Discuss the four basic factors affecting market segmentation.
•Explain the methods for segmenting consumer markets: geographic and behavioral.

Week

6

Module 3: Marketing Research and Consumer Behavior

8h

Unit 6: Marketing Organization

8 study hours

•Explain the role of marketing in an organization.
•Discuss the six types of marketing organizations: growth champion, senior counselor, brand foreman, growth facilitator, best practices advisor, and service provider.
•Describe the four types of marketing organization: functional, product-oriented, geographical, and divisional.

Week

7

Module 3: Marketing Research and Consumer Behavior

8h

Unit 7: Marketing Research and Its Application

8 study hours

•Define marketing research and its stages.
•Explain the importance of marketing research in decision making.
•Discuss the relationship between research and marketing strategy.

Week

8

Module 3: Marketing Research and Consumer Behavior

8h

Unit 8: Determinants of Consumer Behaviour

8 study hours

•Define consumer behavior and its determinants.
•Analyze different types of consumer behavior: habitual, variety, complex, and dissonance-reduction.
•Discuss the influence of politics, religion, culture, and society on consumer behavior.

Week

9

Module 4: Product, Branding and Pricing Strategies

8h

Unit 9: Models of Consumer Behaviour

8 study hours

•Explain various models of consumer behavior: black box, Howard-Sheth, Nicosia, and Engel-Blackwell-Kolat.
•Discuss theoretical approaches to studying consumer behavior: economic, psychodynamic, behaviorist, and cognitive.
•Critique the models of consumer behavior.

Week

10

Module 4: Product, Branding and Pricing Strategies

8h

Unit 10: Product Decisions, Planning and Development

8 study hours

•Define product and its levels: core benefit, basic product, expected product, augmented product, and potential product.
•Classify products: consumer products (convenience, shopping, specialty, unsought) and business products (installations, accessory equipment, raw materials, etc.).
•Discuss product decisions, planning, and development.

Week

11

Module 4: Product, Branding and Pricing Strategies

8h

Unit 11: Product Life Cycle and New Product Development

8 study hours

•Explain the product life cycle (PLC) concept and its stages: introduction, growth, maturity, and decline.
•Discuss marketing mix strategies at different PLC stages.
•Outline options for managing products in the decline stage.

Week

12

Module 5: Pricing, Communications and Sales Management

8h

Unit 12: Branding and Packaging Decisions

8 study hours

•Define branding and brand equity.
•Discuss the role and scope of branding.
•Explain decisions in developing a branding strategy and the functions of packaging.

Week

13

Module 5: Pricing, Communications and Sales Management

16h

Unit 13: Pricing Policies and Practices

8 study hours

•Explain pricing policies and practices.
•Discuss demand, supply, and environmental influences on pricing decisions.
•Analyze various pricing strategies: differential, competitive, product-line, psychological, and distribution-based.

Unit 14 – Indian Consumer Environment

8 study hours

•Describe the Indian consumer environment based on the 2011 census.
•Discuss the impact of demographic changes on consumer behavior in India.

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

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all unit summaries to reinforce key concepts and definitions.

2

Create mind maps linking marketing mix elements (product, price, place, promotion) to specific case studies.

3

Practice applying consumer behavior models (e.g., black box model) to real-world marketing scenarios.

4

Focus on understanding the stages of the product life cycle and their implications for marketing strategy.

5

Study examples of successful and unsuccessful branding campaigns to identify best practices.

6

Review past tutor-marked assignments (TMAs) and identify areas needing further clarification.

7

Allocate study time proportionally based on the weight of each module in the final examination.

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