2605501 Marketing Management
3(3-0-9)
Roles and functions of marketing in business; internal and external environment affecting marketing management; strategic market planning; competition analysis; consumer behavior; marketing information systems and marketing research; market segmentation; targeting; product positioning; marketing mix decisions; marketing control.
2605611 Competitive Marketing Strategy
3(3-0-9)
Course Condition: Prerequisite 2605501 or Consent of Faculty
Knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level; applications of marketing and related managerial decisions to solve strategic marketing problems over time depending on the stage of product life cycle; strategies and directions to create, capture, sustain customer value, and gain competitive advantage.
2605671 Marketing Research
3(3-0-9)
Course Condition: Prerequisite 2605501 or Consent of Faculty
Meaning, importance and roles of marketing research in contemporary and digital markets; types of marketing research; marketing research process; problem identification and research objectives; research design; sources of data; sampling; sample size determination; measurement of consumer attitudes; scale; validity and reliability of the measurement; data collection procedures; research instrument; data analysis and interpretation; research report writing.
2605673 Integrated Brand and Marketing Communication Strategy
3(3-0-9)
Course Condition: Prerequisite 2605501 or Consent of Faculty
Roles and importance of integrated brand and marketing communications; internal and external environment of brand and marketing communications; types of integrated brand and marketing communications; integrated brand and marketing communications strategies; procedure in planning and developing brand identity; allocating budget; measurement the effectiveness of the integrated brand and marketing communications.
2605677 Brand Management and Competitive Brand Strategy
3(3-0-9)
Meaning, importance and roles of brand; differences between branding and marketing; brand equity and benefits; customer-based brand equity model; measuring sources of brand equity; brand positioning and brand mantra; brand elements; integrated brand communications; sustainable brand relevance; brand reinforcement and brand revitalization strategies.
2605678 Consumer Analysis for Marketing and Brand Strategy
3(3-0-9)
Roles and importance of consumers; consumer decision making process; design of consumer decision making process; psychological and social factors influencing consumer decision making: motivation, perception, personality, learning, attitude, components of attitude, changing attitude, culture, social class, family, reference groups; customer relationship management; creating customer engagement for marketing and branding strategies.
2605679 Digital Marketing and Data Analytics
3(3-0-9)
Course Condition: Prerequisite 2605501 or Consent of Faculty
Applying digital marketing and branding tools and technology; implementing predictive marketing and contextual marketing; developing marketing data mining and application of data analytics in predictive marketing; designing roles and functions of digital in brand and marketing experience management; developing marketing and branding in mixed reality; auditing digital marketing and branding.
2605675 Effective Communication in Marketing
1(0–3-1)
Identifying target audience; effective oral and written communication skill; success and failure factors in communication; public speaking; preparation and creating personality for effective presentation; technology for presentation.