SEU Marketing Management ( MGT201 )

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COURSE DESCRIPTION
 

College

 

College of Administrative & Financial Sciences

 

Department

Business

Administration

Course Name Marketing Management Course Code: MGT201
Credit Hours 3 Credit Hours Contact Hours 3
Language Arabic   English
Track § College Req. Dep. Req. Concentration
Level Level 4 Prerequisite MGT101
 Course Description:

 Marketing has emerged as a key function within successful organizations. It is expected that the marketing professional be able to analyse their market, craft the right message, and develop and execute a plan that effectively reaches the target audience. Students will explore how to manage the marketing function within an organization, including market analysis, target marketing, branding, advertising, and marketing mix manipulation.

 Course Learning Outcomes:

 1.        Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies.

2.        Explain issues pertaining to marketing environment both internally and externally.

3.        Demonstrate an understanding of the global competitive environment and the changing marketing practices.

4.        Demonstrate ability to think independently and systematically on the subject of developing the business feasibility assessment of marketing plan development.

5.        Demonstrate a thorough understanding of an integrated marketing communication plan which includes promotional strategies and measures of effectiveness.

6.        Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers.

7.        Ability to deliver and communicate marketing messages in coherent and professional manner.

8.        Ability to collect, evaluate and synthesize consumers data to make objective and informed marketing decisions.

9.        Ability to carry out objective and scientific analysis of consumers’ needs and wants.

10.     Utilize strong analytical skills and tools to develop objective and effective marketing plan.

11.     Build a strong understanding of the social, economic, ethical and technological challenges facing marketers.

Course Major Topics

1.        The Meaning of Marketing and Market

2.        Planning and Marketing in an Organization

3.        Global Marketing and Value for Customers

4.        A Perspective on Consumer Behaviour

5.        Branding, Segmenting, Targeting, and Positioning

6.       The Marketing Plan

7.       Pricing Strategies

8.       Supply Chain and Distribution Strategies

9.       Retailing and Wholesaling

10.   Marketing Communications: Advertising and Sales Promotion

11.   Personal Selling and Direct Marketing Strategies

12.   The Marketing Mix

13.   Marketing Measurement

 Learning Resources

Levens, M. R (2012). Marketing: Defined, Explained, Applied. Upper Saddle River, NJ: Prentice Hall.

 Grading:

Course works (assignments, quizzes, projects, Blackboard tools application):               25% Midterm exam                                                                                                                                25%

Final Exam                                                                                                              50%

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