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.
- Marketing research insights
- International trade
- Consumer behaviour
- Product and brand management
- Distribution and price management
- International campaign and media strategy
- Culture differences
- Globalization competition
- Marketing communication
- Marketing creativity and innovation
- Digital marketing
- Strategic marketing in an international context
- Qualitative analysis for marketing management
- Quantitative analysis for marketing management
- Final Exam
- Doyle, P. and Stern, P., 2006. Marketing management and strategy. Pearson Education.
- Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
- Hutt, M.D. and Speh, T.W., 2005. Edition: Business Marketing Management. South-Western Publishing Company.
- Johansson, J.K., 2009. Global marketing: foreign entry, local marketing, & global management. Boston: McGraw-Hill Irwin,.
- Kotabe, M., Helsen, K. and Kotabe, M., 1998. Global marketing management. New York, NY: Wiley.
- Kotler, P., 2007. Marketing management. Pearson Italia Spa.
- Kotler, P., 2009. Marketing management: A south Asian
- Sargeant, A., 1999. Marketing management for nonprofit organizations(pp. 37-39). Oxford: Oxford University Press.
Written Exam (60 min.)
30% Attendance, Discussions, Assignments
30% Midterm Exam
40% Final Exam
Course content may vary from the outline to meet the needs of this particular group.