MARKETING MANAGEMENT

In this introduction to marketing management, you will learn how to make effective marketing decisions, including assessing marketing opportunities and developing marketing strategies and implementation plans. Course topics include market-oriented strategic planning, marketing research and information systems, buyer behavior, target market selection, competitive positioning, product and service planning and management, pricing, distribution, and integrated communications, including advertising, public relations, Internet marketing, social media, and sales promotions.

LEARNING OBJECTIVES (COs)

• To enable the students to explain different terminologies and concepts related to Marketing Management.
• To sharpen skills for critical analytical thinking, strategy and effective communication.
• To introduce students to marketing strategy formulation and the elements of marketing analysis.
• To enable the students to analyze customer, competitors and Product portfolios. To analyze the company’s strategic position.
• To familiarize students with the elements of the marketing mix (product strategy, pricing adjustments,
  advertising, promotion, and distribution).
• To enhance problem-solving and decision-making abilities in these operational areas of marketing; and to provide students with a forum (both written and verbal) for presenting and defending their recommendations
• To critically examine and discuss the recommendations of others for best strategic moves.
• To gain tools and techniques to engage audiences and inspire action in today’s complex, multichannel landscape.

• Physical Class: N150,000