Marketing MGNE 2304

Course description:

The course is an introduction to the issues of marketing with an emphasis on learning to develop responsive marketing strategies that meet customer needs through focuses on basic marketing concepts, the role of marketing in both of the organization and in the society. This course provides an experienced-based approach to marketing theory and its practical application. Marketing is critically examined from the perspective of the consumer, economy, technology, legal/political issues and ethical/social responsibility. Topics to be addressed and discussed from an applied point of view include: marketing process, understanding the marketplace and consumers, designing a customer – driven strategy and mix, and extending marketing. 

Course Aims:

Upon completion of the course, students will be able to:
  • Discuss the marketing process; also differentiate between sales orientation and marketing orientation.
  • Identify and explain the marketing mix as a key element of company and marketing strategy.
  • Conduct a thorough analysis the marketing environment and identify the marketing problems confronting companies through market research and marketing research.  
  • Discuss consumer and buyer behavior models as they influence customer purchase decision?making.
  • Explain the concepts of segmentation, targeting and positioning as part of a comprehensive marketing plan.      
  • Identify and explain key issues regarding creating competitive advantage and its related models.

Course outcomes:

By the successful completion of this unit, students will be able to:
  • To analyze the role of marketing within the firm and society.
  • Analyzing marketing problems that lead to the development of strategic and tactical plans consistent with analysis.
  • Identify key stages of the market planning process in order to create marketing plans.
  • Use knowledge of elements of the marketing mix and the functional disciplines of marketing such as research and marketing communications.
  • To exercise analytical, communication, and presentation skills through use of technological aids, PowerPoint, and the Internet as a basic tools of marketing.