Course Code :


Title :

Marketing Management

Type/Status :


aaaaaaaaaaaa Aims :

This course module is designed to provide knowledge on fundamentals of marketing management, marketing mix, concepts of consumer behavior and develop a marketing plan.

Learning Outcome : aaaaaaaaaaaaaaaa
By the end of this course unit students should be able to:
  • define marketing and its core concepts
  • describe value propositions
  • explain the concept of segmentation, targeting and positioning
  • describe the elements of marketing mix
  • explain the concepts of consumer behavior
  • formulate a marketing plan


Course Content : Marketing as a philosophy and exchange process; A customer-value typology. The Core Concepts of Marketing; Value Chain Analysis; Marketing Environment; Marketing Information System; Marketing Research; Segmentation; Targeting and Positioning; The Marketing Mix; Concepts of Consumer Behaviour; Marketing Strategies and marketing plan.

Method of Teaching & Learning:

Lectures, Case studies and class room discussions

Scheme of Evaluation:

Case studies, Assignments, Presentations and End semester Examination. The weights given to each component of the evaluation method is announced at the commencement of the module.

Recommended Readings: Armstrong G. (2007). Principles of Marketing. 12th ed. Prentice Hall.

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

Kotler, Ang, Leong & Tan. (2004). Marketing Management: An Asian Perspective. 3rd ed. Prentice Hall.

Kotler, P & Armstrong G. (2007). Framework for Marketing Management. 3rd ed. Prentice Hall.

Kotler, P, & Keller K. L. (2006). Marketing Management. 12th ed., Prentice Hall.

Wilson Richard, M.S. & Gilligon C. (2005), Strategic Marketing Management: Planning, Implementation and Control. 3rd ed., Prentice Hall.