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DESCRIPTION:
Marketing includes all business activities
necessary for the transfer of ownership of goods and services and to provide for their
physical distribution. Marketing embraces a wide area of highly specialized and technical
occupations such as merchandizing and consumer and product research as well as general
fields such as advertising, retailing, and professional selling. This program and its
courses are designed to meet two specific needs: to provide an environment which will
enable a student to develop mental skills, technical tools, and appropriate attitudes
essential for professional achievement; and to provide an opportunity for cultural
development which will enable both men and women to form intelligent judgments and
opinions relating to those things which so vitally affect every day living.
REQUIREMENTS:
The curriculum for this certificate
consists of the Foundation Module (6 required courses listed below) and the Advanced
Module of specific Case Studies All coursework must be completed within 18 months
(including up to 12 months for Module 1).
REQUIRED COURSES:
MK001 Principles of Marketing (see
ENTREPRENEURSHIP courses)
MK002 Advertising
MK003 Consumer Behavior
MK004 Marketing Management I
MK005 Marketing Management II
MK006 International Marketing
PRINCIPLES OF MARKETING
Course description:
This course covers role of marketing in
business decision-making, marketing methods, market segmentation, consumer buying
behavior, and effects of marketing on company’s profitability and image. It explores
the complex interrelationships among product, price, promotion, distribution, customer
service, packaging, and market research.
Prerequisite: No previous study of
marketing and its components is assumed.
COURSE OUTLINE:
Unit 1: Introduction to Marketing and
Its Environment.
Unit 2: Selecting Target Markets Using Market Research.
Unit 3: Demographic and Behavioral Dimensions of the Market.
Unit 4: Product Planning, Management, and New Development.
Unit 5: Distribution Channel Systems.
Unit 6: Introduction to Promotion, Personal Selling, and Advertising.
Unit 7: Pricing Objectives and Price Setting.
Unit 8: Ethical Questions and Challenges.
Unit 9: General Overview.
ADVERTISING
Course description:
This course focuses upon a management
approach to the use of promotion and advertising with an emphasis on the effective
coordination of sales promotion activities. Some real-life business cases will also be
introduced.
Prerequisite: MK001 (Principles of
Marketing) and MG001 (Principles of Management).
COURSE OUTLINE:
Unit 1: Promotion: Communication with a
Purpose. The Elements of Promotion.
Unit 2: The Promotional Mix. The Hierarchy
of Communication Effects.
Unit 3: Push and Pull Strategies.
Determining the Promotional Budget.
Unit 4: Promotional Campaigns. The Ethics
of Persuasion.
Unit 5: The Nature of Advertising. Planning
and Developing Advertising Campaigns.
Unit 6: Creative Strategy. Producing an
Effective Advertising.
Unit 7: Media Selection. Measuring the
Effectiveness of Advertising.
Unit 8: Public Relations. Ethical Issues in
Advertising and Public Relations.
Unit 9: Personal Selling and its
Importance.
Unit 10: The Types of Personal Selling
Tasks. The Creative Selling Process.
Unit 11: Executive Selling. Sales
Management.
Unit 12: Ethical Issues in Sales and sales
Management. Sales Promotion.
Unit 13: Summary and General Overview.
CONSUMER BEHAVIOR
Course description:
This course concerns a study of the
dimensions of the consumer market and the decision-making processes of consumers through
analyzing the economic, personal, and situational influences on the consumer market and on
buying behavior. Some real-life business cases will also be introduced.
Prerequisite: MK001 (Principles of
Marketing) and MG001 (Principles of Management).
COURSE OUTLINE:
Unit 1: Information as a Basis of Effective
Marketing.
Unit 2: Basics of Marketing Research.
Unit 3: Sales Forecasting – Research
About the Future.
Unit 4: Definition of Consumer Behavior.
Unit 5: Individual Factors Shaping the
Decision-Making Process.
Unit 6: Cognitive Process. Personality and
Self-Concept.
Unit 7: Social Influences: Social Forces,
Culture, Cultural Symbols, and Social Institutions.
Unit 8: Social Influences: Subcultures,
Demographic Categories, and Social Classes.
Unit 9: Joint Decision Making. Social
Situations and Roles.
Unit 10: Organizational Buying Behavior.
Characteristics of the Business Market.
Unit 11: Three Kinds of Buying. The Buying
Center.
Unit 12: The Nature of Organizational
Demand. Summary and Overview.
MARKETING MANAGEMENT - 1
Course description:
This course analyzes policy-making and
operating decisions of the marketing manager and the tools available to aid in solving
marketing problems. This course particularly concentrates on product and service strategy.
Some real-life business cases are introduced.
Prerequisite: MK001 (Principles of
Marketing) and MG001 (Principles of Management).
COURSE OUTLINE:
Unit 1: Classifying Products by the Nature
of the Market.
Unit 2: The Product Line and the Product
Mix.
Unit 3: Branding, Packaging and Labeling.
Unit 4: Product Warranties and Customer
Service.
Unit 5: The Product Life Cycle.
Unit 6: Strategies for Modifying Existing
Products.
Unit 7: Matching Products to Markets:
Product Line Strategy and Product Portfolio.
Unit 8: Management’s and
Consumer’s Perspectives of New Products.
Unit 9: Characteristics of Success.
Unit 10: New Product Development.
Unit 11: Ethical Considerations Associated
with Introduction of New Products.
Unit 12: The Characteristics of Services.
Unit 13: The Total Service Product.
Unit 14: Service Marketing by Non-Profit
Organizations.
Unit 15: Summary and Overview.
MARKETING MANAGEMENT - 2
Course description:
This course continues the analysis of
policy-making and operating decisions of the marketing manager and the tools available to
aid in solving marketing problems. This course particularly concentrates on distribution
and pricing strategies. Some real-life business cases are introduced.
Prerequisite: MK001 (Principles of
Marketing), MK004 (Marketing Management I), and MG001 (Principles of Management).
COURSE OUTLINE:
Unit 1: Distribution in the Marketing Mix:
A Key to Success.
Unit 2: Channels of Distribution: A System
of Interdependency.
Unit 3: Ethical, Political, and Legal
Forces in Distribution Management.
Unit 4: Retailing and Patterns of Retail
Development.
Unit 5: Retail Management Strategies.
Unit 6: Wholesaling and Wholesale
Management Strategies.
Unit 7: The Definition and Objectives of
Physical Distribution.
Unit 8: Managing the Components of Physical
Distribution.
Unit 9: Materials Management.
Unit 10: Price as a Marketing Mix Variable.
Price in the Economy.
Unit 11: The Fundamentals of Pricing
Strategy. Pricing Objectives.
Unit 12: Target Market Considerations. Know
Your Costs.
Unit 13: An Overview of Pricing Strategies.
Unit 14: Exact Price and Price Adjustments.
Unit 15: Summary and General Overview.
INTERNATIONAL MARKETING
Course description:
This course approaches the topic of
international marketing from a managerial perspective. Exposure to world environmental
characteristics and interdependencies, as well as the objectives, strategies and tactics
of marketing goods and services to various countries and countries. The concept of
effective marketing management is also introduced.
Prerequisite: MK001 (Principles of
Marketing) and MG001 (Principles of Management).
COURSE OUTLINE:
Unit 1: Market and market Segmentation.
Unit 2: Four Strategies for Target
Marketing.
Unit 3: Identifying Market Differences.
Unit 4: Segmenting Business Markets and
Finding the Best.
Unit 5: Positioning: The Basic Focus for
the Marketing Mix.
Unit 6: Global Competition and Trade
(International Business).
Unit 7: The Importance of International
Marketing (Research Paper).
Unit 8: Getting Involved in International
Marketing (Project).
Unit 9: The Marketing Program.
Unit 10: Leadership and Interaction.
Unit 11: Information Management.
Unit 12: Control: reviewuating Marketing
Performance.
Unit 13: Summary and General Overview.
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