Core Course
BA261 – Marketing Management
Course Unit Code: BA261
Type Of Unit: Elective
Level of Course Unit: First cycle
Year of Study: Second year
Semester: Fourth
Number of ECTS Credits: 7.5
Class Contact Hours: 36
Mode of Delivery
Face to Face
Prerequisites
None
Course Objectives
To provide participants with a full understanding of the principles of marketing and to enable them to apply their in-depth understanding of marketing management to real-life situations in their own business environment.
Learning Outcomes
- Identify and understand the components and values of marketing.
- Recognize the business and strategic importance of marketing management.
- Apply the analytical tools used for developing, evaluating and implementing successfully concepts of marketing management.
- Know how the elements of marketing should be integrated and coordinated as a means of satisfying customer needs profitably.
- Debate the importance of marketing management in the quest for competitive advantage and higher performance.
Course Content
Course Features
Planned learning activities and teaching methods
Lectures, case method, class discussion, syndicate group work, class presentations, role-play, ethical dilemma simulation.
Assessment methods and criteria
20% Class participation (including written class quiz)
80% In-class examination
Language of Instruction
English
Work Placement(s)
Not applicable
Readings
Recommended or required reading
Books
1. Bernhardt, K. L. and Kinnear, T. C. (1997), Cases in Marketing Management, Boston: McGraw-Hill Irwin.
2. Coughlan, A. T., Anderson, E., Stern, L. W. and El-Ansary, A. I. (2001), Marketing Channels, 6th ed., Upper-Saddle River, NJ: Prentice-Hall.
3. Dolan, R. J. (2002), Marketing Management Cases, Boston: McGraw-Hill Irwin. Hutt, M. D. and Speh, T. W. (2001), Business Marketing Management, 7th ed., Ohio: South Western Thomson Learning.
4. Kotler, P. (2000), Marketing Management: Analysis, Planning, Implementation and Control, 10th ed., Upper-Saddle River, NJ: Prentice-Hall.
5. Kotler, P. and Armstrong, G. (2001), Principles of Marketing, Upper-Saddle River, NJ: Prentice-Hall.
6. Michel, D., Naude, P., Salle, R. and Valla, J-P. (2003), Business-to-Business Marketing, Basingstoke, Hampshire: Palgrave-Macmillan.
7. Weitz, B. A. and Wensley, R. (2002), Handbook of Marketing, London: Sage Publications.
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