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DETAILED COURSE CONTENT



Course Code :

DIPB 02014


Title :

Marketing & Strategy


Type/Status :

Compulsory

Learning Outcome : aaaaaaaaaaaaaaaa
After studying this course unit students should be able to:
  • Define marketing
  • Decribe marketing concepts
  • Explain the marketing mix

Course Content :

Introduction to Marketing, Concepts in Marketing, Marketing Research and Information, Buyer Behavior, Segmentation, Targeting and Positioning, Marketing Mix: Product, Price, Place, and Promotion, Strategies in Marketing(BCG Matrix; Ansoff Matrix; Porter’s Generic Strategies; Marketing warfare strategies), Marketing plan


Method of Teaching & Learning:

Lectures, Case studies and Class room discussions

Scheme of Evaluation:

Assignments, Presentations, Case studies and Final

Examination. The weights given to each component of the

evaluation method is announced at the commencement of the module.



Recommended Readings: Kotler, P., and Keller, K.L. (2006), Marketing Management, 12th ed. Prentice Hall.

Kotler .P (2002), Marketing Management, 11th ed., Prentice Hall.