Marketing Management




MKT7003 – Gulf College


Indicative Content


•       The marketing concept: theories and concepts, planning, organisational context (B2C/B2B/NfP)
•       Dynamics of the marketplace: supply/demand, types of market, competitiveness
•       Consumer behaviour: purchasing models/factors, decision making unit,  purchasing
•       Market segmentation/STP: methods of segmentation,  targeting strategies, positioning
•       Marketing research techniques: primary/secondary, quantitative/qualitative
•       Analysing of research data to inform marketing strategies and plans
•       Internal audits: organisational/marketing capabilities- strengths/weaknesses
•       Environmental audits:micro/macro/global, market opportunities/threats
•       Loyalty, Satisfaction and Servicescape
•       Developing marketing strategy: SWOT/TOWS analysis
•       Strategic decisions: market selection, positioning, competitive stance, growth
•       Operationalising the marketing mix for a target segment (4P/4C/7P)
-       Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product dev’t
-       Price: role of price, break-even/contribution, strategic/tactical pricing strategies,
-       Place: role of distribution, channels, emergence of retail/e-tail channels, logistics
-       Promotions: aims of promotion, promotional mix, push/pull/profile, IMC
-       7Ps: goods vs services, physical evidence, people, processes




Recommended Journals:

Marketing
Journal of Consumer Research     European Journal of Marketing
Journal of Marketing Research Irish Marketing Review
Journal of Marketing Management Journal of Consumer Behaviour
Journal of Strategic Marketing Journal of Marketing
Journal of International Marketing


Course Content – Marketing Core

Day 1
i)                   The marketing concept: theories and concepts, planning, organisational context (B2C/B2B/NfP).
ii)                Dynamics of the marketplace: supply/demand frameworks, types of market, competitiveness.
iii)              Creating Customer Value and creating competitive advantage – Boston Box, innovation and invention.
iv)              Maslow triangle.

Day 2
i)                   Consumer behavior: purchasing models/factors, decision making unit, purchasing.
ii)                Market segmentation/STP: methods of segmentation, targeting strategies, positioning.
iii)              Branding, brand management and brand theory.

Day 3 morning

i)                   Operationalising the marketing mix for a target segment (4P/4C/4S/7P).
a.     Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product development.
b.     Price: role of price, break-even/contribution, strategic/tactical pricing strategies.
c.      Place: role of distribution, channels, emergence of retail/e-tail channels, logistics.
d.     Promotions: aims of promotion, promotional mix, push/pull/profile, IMC 7Ps: goods vs services, physical evidence, people, processes.

Day 3 afternoon
i)                   Satisfaction, loyalty and servicescapes and global marketing, social responsibility.
ii)                Digital Marketing – mobile Marketing – social Marketing.

Day 4
i)                   Environmental audits:micro/macro/global, market opportunities/threats.
ii)                Developing marketing strategy: SWOT/TOWS analysis.

Day 5
i)                   Strategic decisions: market selection, positioning, competitive stance and growth.
ii)                Life cycle models.
iii)              Ans off model.

Day 6 Morning

i)                   Marketing research techniques: primary/secondary, quantitative/qualitative.
ii)                Internet research and using big data.

Day 6 Afternoon

i)                   Analyzing of research data to inform marketing strategies and plans.
ii)                Internal audits: organizational/marketing capabilities- strengths/weaknesses.
CARDIFF SCHOOL OF MANAGEMENT – GULF COLLEGE
MBA Programme – 2019
MKT7003Marketing
Assignment 1: WRIT 1 – Individual Report


Assessment Type
Duration/Length of Assessment Type
Weighting of Assessment
 Date of Submission
WRIT 1 – Individual Report
3,000 words
50%
April18th
2019


WRIT 1 – Individual Report: weighting 50%:

You are required to prepare an individual essay of 3,000 words which ‘Critically analysis in both theory and practice satisfaction, loyalty and the relationship between them’.  This should be undertaken with respect to a real company of your choice located in the Middle East.

a)  A critical analysis of marketing theory concerning satisfaction, loyalty and the relationship between them. (50%)
b)    A critical review of how your chosen company could develop marketing strategies to increase both satisfaction and loyalty with its customers in the real world. (40%)
c)    Coherency and referencing (10%)

You are required to use at least 10 academic references and use Harvard referencing.

To get solution visit our website www.arabessay.com
Location: Sharjah - United Arab Emirates

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