Marketing Management

Marketing Management
Development of analytical marketing tools and techniques; their utilization in case analysis and decision making in marketing management.
 Hours3.0 Credit, 3.0 Lecture, 0.0 Lab
Course Outcomes

The 4 P's of Marketing

Apply the "4Ps" of the marketing mix to address marketing issues.

Appropriate Marketing Actions

Decide on appropriate marketing actions based on an understanding of market segmentation, targeting and positioning.

Marketing Research Methods

Apply basic marketing research methods to uncover consumer perceptions regarding product value and distinctive competencies.

Marketing Strategy

Explain fundamental components of marketing strategy and how each is related to creating and sustaining customer value.

Advanced Marketing Techniques

Explain the theory and application of advanced marketing techniques such as ZMET, Hierarchical Value Mapping, Perceptual Mapping, the Brand Design Schematic, and Conjoint Analysis.