PRINCIPLES OF MARKETING - IT.docx - MULTIMEDIA UNIVERSITY...

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MULTIMEDIA UNIVERSITY OF KENYAFACULTY OF COMPUTING AND INFORMATION TECHNOLOGYBACHELOR OF SCIENCE INFORMATION TECHNOLOGYCourse Title:BIT 2208: Principles of MarketingPrerequisite: NoneCourse Instructor: Dr. Florence KamauPurpose of the course.To equip students with the essential marketing skills (key concepts, methods of analysis,strategies and tactics) critical to managing profitable customer relationships in today'sdynamic and connected environment.Expected Learning outcomesBy the end of this course, the student should be able to:Explain the importance of marketing in value creation.Explain the environment in which markets operate.Analyze the bases for segmenting markets.Analyze the components of the marketing mix.Contact Hours: 45 HoursContent:Meaning, role and importance of marketing in a business; Concepts of Marketing; Tasks andphilosophies of marketing; Marketing Process; The Marketing Environment; Consumer andBusiness Buying Behaviour; Market Segmentation, Targeting and Positioning; Product decisions:Product mix and Brand Strategy, New product Development Strategy, Product Life Cycle;Pricing Decisions; Physical Distribution and Channel decisions; Promotional Mix: Advertising,Personal Selling, Sales Promotion, Publicity and Public relations, Direct marketing; MarketingResearch.

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Term
Fall
Professor
NoProfessor
Tags
Marketing, Journal of Marketing, European Journal of Marketing, Journal of Management and Marketing Research, Journal of Marketing Theory Practice, Chairperson Marketing and Management

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