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BBA - International Business

Marketing Management

Programme Objectives

The programme has the following aims:

  1. To enable the study of organisations, their management and the changing external and international contexts in which they operate.

  2. Equip individuals for and/or development of a career in international business and associated specialized areas in business development, marketing, finance and tourism management at a professional or equivalent level to assume managerial positions in the arena of international business.

  3. Development of the ability to apply knowledge and understanding of international business and management to complex issues, both systematically and creatively, to improve business and management practice.

  4. Enhancement of lifelong learning and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large.


On successful completion of the programme, participants will be able to:

  1. Demonstrate understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organizations operating in an increasingly global and competitive environment.
  2. Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers in an increasingly complex and dynamic environment.
  3. Exhibit a coherent body of knowledge on economic, ethical, environmental, legal, political, sociological and technological factors together with their effects at local, national and international levels upon the strategy, behaviour and management of organisations.
  4. Demonstrate command of a range of competencies relevant to cross-border management, including inter-cultural awareness and understanding.
  5. Acquire and
  6. use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  7. Demonstrate and apply critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.

Programme Content


This module provides students with the opportunity to develop their skills and knowledge in marketing management. Students learn the importance of marketing and its development within society and at the organisational level, the basic of buyer behaviour, marketing research and marketing information systems, target marketing and marketing-mix elements.

Learning is facilitated via a series of lectures and supplemented with discussions of topics taking place in regular tutorials/ discussion forums. Tutorials/Discussions will involve supplementing the lectures using appropriate articles/case studies or discussions about marketing management issues and practices. Students’ learning is underpinned by core textbooks and recommended readings.

Learning Outcomes

On completion of this module, students will be able to:

  • Evaluate and challenge prevailing marketing theories.
  • Discuss, develop and analyse marketing strategies.
  • Develop, analyse and present marketing plans and reports.


  • Marketing Planning Theories and Models
  • Situation Analysis
  • Marketing Strategies and Programmes
  • Marketing Organisation and Control
  • Formulating a Marketing Plan


  • Course Materials provided by IPE
  • Philip Kotler and Kevin Keller (2009), “Marketing Management” Prentice Hall; 13 edition.
  • J. Paul Peter and Jr, James Donnelly (2010), “Marketing Management” McGraw-Hill/Irwin; 10th edition.
  • Online resources on OCTAL Portal
  • Online data bases from IPE’s E Library