Marketing Management

M3

6

English

The principal aim of marketing management is to enable postgraduate students to improve their managerial effectiveness in the field of marketing. The theory and application of strategic marketing management and current issues in a local and global context will be provided to the students.

The course has been designed to postgraduate in the main disciplines of marketing management. Postgraduate students will learn the theories and applications of marketing management including analysis, planning and also develop their ability to evaluate marketing management in practice.

1. Marketing research insights
2. International trade
3. Consumer behaviour
4. Product and brand management
5. Distribution and price management
6. International campaign and media strategy
7. Culture differences
8. Globalization competition
9. Marketing communication
10. Marketing creativity and innovation
11. Digital marketing
12. Strategic marketing in an international context
13. Qualitative analysis for marketing management
14. Quantitative analysis for marketing management
15. Preparation
16. Final Exam

1. Doyle, P. and Stern, P., 2006. Marketing management and strategy. Pearson Education.
2. Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
3. Hutt, M.D. and Speh, T.W., 2005. Edition: Business Marketing Management. South-Western Publishing Company.
4. Johansson, J.K., 2009. Global marketing: foreign entry, local marketing, & global management. Boston: McGraw-Hill Irwin,.
5. Kotabe, M., Helsen, K. and Kotabe, M., 1998. Global marketing management. New York, NY: Wiley.
6. Kotler, P., 2007. Marketing management. Pearson Italia Spa.
7. Kotler, P., 2009. Marketing management: A south Asian
8. Sargeant, A., 1999. Marketing management for nonprofit organizations(pp. 37-39). Oxford: Oxford University Press.