MKTG 8311 Product and Service management 10 credits
This module introduces the marketing issues relating to managing products and services: market learning, new product and service development process, product/service launch, reaching viable markets, entrepreneurial marketing strategies, marketing channels and building relationships with targeted customers. Prerequisite: MTKG 8211 Business to Business Marketing.
MKTG 8312 Digital Marketing 10 Credits
Focus on key issues and concerns relating to e-commerce and equips students to respond to its many challenges from an informed perspective. Areas covered include: Foundations of Electronic Commerce, Benefits, Driving Forces, Impact, Retailing in Electronic Commerce, Direct Marketing, Online Customer Service, Internet Consumers and Market Research, Consumer Behavior Model, Decision Making, Advertisement in electronic commerce, Web advertisement, ad methods/Z Travel Job Market, Real Estate, Trading, Business -to-Business E-commerce, Procurement, B2B EC, JIT, Auctions, Services, Internet and extranet, Architectures, Software, considerations, Electronic payment System, Protocols, Security, Fund Transfers, EC Strategy and Implementation, Strategies, Competitiveness, Plan & Execution, Economics, Global and other issues in EC, Stored-Value and E-cash, Public Policy; and Legal issues to privacy. Students learn to analyze existing e-business and e-marketing projects and recognize their strengths and weakness taking lessons learned into account when formulating their own plans for new and expanding e-commerce. The student is expected to do a small project. Prerequisite: INSY 118 Introduction to Computer Applications
MKTG 8321 Sales Management 10 Credits
The topics covered will include: fundamentals of selling, salesmanship, designing, and holding sales meetings, sales forecasting; sales force management including motivation, recruitment and placement; designing and managing the sales territory, sales promotions, accounts management and e-marketing. The module covers also issues such as locational decisions, choice of type of retail type, in-siore management, legal and ethical issues in retailing and wholesaling, pricing techniques and strategies, in-store layout, stocking procedures and policies, customer service policy, relevant accounting, product assortment procedure, inventory management and decisions, telemarketing, and marketing through the internet. Prerequisite: BSAD 214 Principle of Management
MKTG 8324 International trade Practices 10 credits
This module deals with the theory and practice of international trade and of trade-related policies. It focuses on analyzing the gains from trade, the changing patterns of trade, the income distributional consequences of liberalizing foreign trade, the relationship between trade, investment, and economic growth, and the reasons for and consequences of trade policies. It takes a rigorous, analytical view of patterns in the interaction of exporters and importers in international markets for goods, services and factors of production. It highlights the role of the terms of trade, production costs and market structure play determining the gains from trade. Policy responses including various forms of protectionist measures are also discussed. The module covers three general themes, why countries gain from trade, how someone always loses from globalization, and how frictions in international markets determine the price and quantity of trade. Prerequisite: BSAD 8222 company Law and MKTG 225: Principle of Marketing
MKTG 8325 International Marketing 10 Credits
The areas covered’ will include: export/import trade, policies and procedures, entry strategies for international market, international product, price, advertising, packaging, promotion and labeling policies and procedures, international distribution and logistics management, the legal issues m-international marketing. Prerequisite: MKTG 225 Principle of Marketing
MKTG 8423 Strategic Marketing 10 Credits
Areas covered in the module will include strategies such as tactical retreat, flanking, guerilla tactics, cyber strategies, strategic implementations and evaluation, relational marketing, positioning, segmentation strategies, pricing strategies, promotional, distributional, and product strategies. Prerequisite: MKTG 225 Principle of Marketing
MKTG 8322 Advertising and Promotion 10 Credits
The areas covered in this module will include: the role of marketing communication in the advertising, promotion, media planning and selection, sales promotion techniques and procedures, direct marketing and product placement, packaging, and its role in advertising, planning and implementing successful advertising and campaigns, evaluation-of adverting effectiveness, advertising and promotion budgeting, public relations, creative strategies, appeals, legal and technical issues, in advertising and managing advertising agencies. Prerequisite: MTKG 311 Business to Business Marketing
MKTG 8425 Public relations 10 credits
Public Relations Strategies introduces students to the strategic planning process involved in putting together and coordinating organizational public relations efforts. In this module, students will earn what is involved in developing, implementing and evaluating public relations strategies. The module provides insights on understanding an organization’s internal and external environment; as well as identifying and addressing public relations situations that emerge in these environments. Students will earn how to develop objectives, and design strategies and select tactics that can better serve the organization’s goals. Additionally, students will learn from current public relations strategies, by analysing and discussing good and bad practices. This module also focuses on the use of social media and other new media channels in strategic public relations, examining when and how they can be employed to better serve the organization communication and relationship building needs. Prerequisite: BSAD 8227 Human Resource Management.
MKTG 8412 Social Marketing 10 credits
Thesis a practical module that, among other things, will provide the knowledge needed to research and plan asocial marketing campaign. To give depth to the actual planning process, we will look at behavior change methodologies and communication strategies that increase the effectiveness of media-based interventions. Social Marketing and Entertainment-Education methodologies will be the main focus of the module but we will also consider less conventional approaches, such as Trans media (Multi-Platform Storytelling), Positive Deviance and Liberating Structures. Social Marketing (SM) campaigns use traditional and new marketing principles to gain awareness and influence human behavior, just as in most every commercial marketing campaign. The main difference is that SM’s intent is to promote awareness and behavior change on social issues, disease prevention/treatment, environmental concerns and the like, rather than simply encouraging the purchase of the advertised product or service. Entertainment-education (EE) storylines utilize multiple forms of mass media entertainment programming to educate viewers by unobtrusively embedding educational content into entertainment narratives in television, web-based programming, movies, games, graphic novels, music videos and more. Understanding, designing and evaluating these types of communication campaigns requires knowledge of the psychological and sociological theories that underlay these approaches, as well as an understanding of formative and evaluative research, audience analysis, marketing tactics, copywriting, campaign strategy, media planning and more. This class will provide both a theoretical and practical approach to these methods, providing the students a keen understanding of these powerful methodologies, as well as practical, applicable skills for their professional career. Prerequisite: MKTG 312 Digital Marketing
MKTG 8413 Principles and practices of retailing and wholesaling 10 credits
This module is designed as one semester module for undergraduate students of marketing. The module covers retailing and wholesale management, marketing channels, retailing organizations and methods of operation, store location, trends in wholesaling, wholesaler marketing decision, stock decisions and sources amongst others. Beside, retailers and wholesale roles in economic development are also treated. Prerequisite: MKTG 225 Principle of Marketing