Course Descriptions - Bachelor of Commerce [Marketing]

MKT 301 MARKETING MANAGEMENT AND STRATEGY

Understanding marketing management: Core concepts of marketing and marketing management; Overview of strategic management: key terms in strategic management, strategic planning; The nature of strategic marketing planning; Marketing research and information systems; Analyzing consumer and organizational buyers; Analyzing the strategic situation and competition; Market segmentation, targeting and positioning; Managing the marketing mix: Price, Place, Promotion, and Product; Implementation, evaluation and control of marketing programmes.
Prerequisite: BCM208 Principles of Marketing

MKT 302 AGRICULTURAL MARKETING

Agricultural marketing problems in developing countries. Agricultural marketing analysis: demand and supply factors, market structures, marketing institutions. Marketing issues in agriculture: product packaging, processing, pricing and promotion.
Prerequisite: BCM208 Principles of Marketing

MKT 303 INTERNATIONAL MARKETING

International marketing and international trade: the global economy and internationalization of marketing; International marketing environment: economic, political-legal, and social-cultural; Identifying international marketing opportunities; International marketing entry and marketing decisions; International marketing mix decisions: product, price, place, and promotion; Coordinating international marketing activities and programmes; The future of international marketing; Trade aid and development.
Prerequisite: BCM208 Principles of Marketing

MKT 304 MARKETING OF SERVICES

Introduction: Definition, distinguishing features, and classification of services; Analyzing and researching markets; The service product: core and secondary service levels; Internal Marketing: motivation, consent, and participation, Managing employee relationships, rewarding staff, and industrial relations; Service quality; Managing the service encounter: service location decisions and the role of intermediaries; Making services accessible; Pricing of services; Promotion of services; International marketing of services.
Prerequisite: BCM208 Principles of Marketing

MKT 305E EXPORT MARKETING AND FINANCE

Overview of export marketing; Bases of export marketing: potential benefits, international trade theories, and export behavior theories; The International environment; Export market selection; export entry modes; marketing mix decisions in exporting: price, place, promotion, and product; Export documentation; Export finance. The role of regional trade groupings and international organizations in enhancing export capacity of developing countries.
Prerequisite: BCM208 Principles of Marketing

MKT 308 CONSUMER BEHAVIOUR

Introduction: the diversity of the consumer, development of the consumer behavior field, and ethics in marketing; Consumer research; Consumer needs and motivation; Personality and consumer behavior; Consumer perception; Learning and consumer involvement; Consumer attitude formation and change; Communication and persuasion; Group dynamics; Consumer decision making.
Prerequisite: BCM208 Principles of Marketing

MKT 401 SALES MANAGEMENT

Introduction: nature of professional selling, sales people roles and preparation, and nature and role of sales management; Selling in a marketing environment; Functions of sales management: planning, developing a sales team, implementing the sales programme, and remunerating the sales force; The selling process; International selling; Ethical and social responsibilities of sales people and manager.
Prerequisite: BCM208 Principles of Marketing

MKT 402 MARKETING COMMUNICATIONS

Introduction: The marketing mix; the promotional tools; the communication process; developing effective communication; Psychology and communications: attention and perception, learning and communication, and influence of opinion leaders; Management of advertising; Personal selling; Sales promotion and publicity; other mix variables and communication: price, and product.
Prerequisite: BCM208 Principles of Marketing

MKT 403 INDUSTRIAL MARKETING

Nature and scope of industrial marketing; Organizational buying and buyer behavior; Industrial marketing strategies; Product strategies; Channel strategies; Promotional strategies; Pricing strategies; International industrial marketing.
Prerequisite: BCM208 Principles of Marketing

MKT 405E ADVERTISING

Advertising and the marketing function: History and definitions; Creative and managerial aspects of advertising; advertising as a communication tool; advertising and the marketing mix; The advertising department; Types of advertising: consumer, business-to-business, trade, retail, financial and recruiting; The advertiser; The agency; The advertising media; Sales promotion and sponsorship; Direct mail and direct response and exhibitions; Copy writing, advert layout, and typography; Corporate advertising and identity; Advertising research; Legal and ethical issues in advertising.
Prerequisite: BCM208 Principles of Marketing

MKT 406 MARKETING RESEARCH

Overview of marketing research; Attitude (measurement) research; Market segmentation research; Market and sales analysis research; Product research; Advertising research; Price research; Distribution research. Prerequisite: BCM208 Principles of Marketing & BCM308 Research Methods

MKT 410E CHANNELS MANAGEMENT

Introduction: Marketing channel concepts, definitions, and marketing channels and marketing management; Channel participants; The environment of marketing channels; The behavioral processes in marketing channels; Marketing channel strategy; Marketing channel design; Channel member selection; Target market and channel design strategy; Motivating the channel members; Product issues in channels management; Promotion through the marketing channel; Logistics and channels management; Channel member performance evaluation; Special perspectives on marketing channels.
Prerequisite: BCM208 Principles of Marketing