Marketing Management

Synopsis

MKT202 Marketing Management is designed to introduce functions of the marketing department and the importance of marketing for modern organisations. In this course, students will learn classic marketing theories that remain relevant as well as contemporary marketing practices focusing on technology and digital marketing. This course also aims to build students’ knowledge and skills in the managerial aspects of marketing, including the development and execution of marketing plans and programmes.

Level: 2
Credit Units: 5
Presentation Pattern: EVERY REGULAR SEMESTER
E-Learning: BLENDED - Learning is done ENTIRELY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. There are no face-to-face sessions. If the course has an exam component, this will be administered on-campus.

Topics

What is Marketing
Situational Analysis
Marketing Research and Analytics
Consumer Behaviour
Building Customer Loyalty
Branding
Global Marketing
Product Strategy
Characteristics of Services
Pricing Strategy
Channel Strategy
Integrated Marketing Communications
Digital Marketing
Innovation and Digital Transformation
Social and Sustainable Marketing

Learning Outcome

Explain key marketing concepts and trends
Discuss factors in consumer management
Examine branding strategies
Analyse the role of products/services, prices, channels and communication tools
Demonstrate proficiency in written and verbal communication skills in a marketing context
Apply essential marketing management knowledge and interpersonal skills to work effectively in a team

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Marketing Management