Principles of marketing Course Outline Sept to Dec...

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STRATHMORE UNIVERSITYSTRATHMORE BUSINESS SCHOOLBACHELOR OF COMMERCECOURSE OUTLINE AND DELIVERY PLANBCM 1204: PRINCIPLES OF MARKETINGCourse DescriptionTo give students an analysis of current principles and practices used in the marketing of consumerand industrial goods, including product planning, distribution, pricing, promotion and marketingresearch. The course will enable students understand how marketing interacts with the entirebusiness process.Learning OutcomesAt the end of the course the student should be able to:a)Appreciate the importance of the marketing concept and describe the marketing processb)Understand the marketing environment and its influence on marketing activities.c)Learn the various theories on consumer and business buying behaviourd)Examine and apply the marketing mix elementse)Realise the need for businesses to practice socially responsible marketing activities.Course Content:Marketing overview; marketing environment; consumer behaviour; market segmentation; productdecisions; promotional decisions; pricing decisions; distribution decision; marketing research andinformation systems; introduction to digital marketingContact Hours45 HoursPrerequisiteNONECommunication ChannelsLecturer:Dorcas OtienoEmail:[email protected]Location:Sir Thomas Moore Building, 4thFloorAppointments:These may be made through the module leader, email, can be set after lectures.
Course PlanTopicIntended Learning OutcomesActivitiesExpectedDates1.IntroductionMarketing overviewImportance of Marketing andConsumer needsThe Marketing managementorientationsa)Define marketingb)Show the development ofmarketing over timec)Comprehend the rolemarketing plays in anorganisationLecture,ClassdiscussionWeek 12.The marketing environmentMicro-environmental factorsMacro-environmental factorsImportance of an environmentalanalysisToolsforenvironmentalanalysisa)Effectively demonstrate theorganisational environmentsb)Applyenvironmentalanalysis tools correctlyLecture,ClassDiscussionCAT ONESee below3.Marketing research andinformation systemsImportance of marketingresearchSources of marketing researchinformationThe marketingresearch processa)Identify the role of researchin marketingb)Carry out market basedresearchLecture,ClassDiscussion

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