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MBA - Human Capital Management

Marketing Management

Programme Objectives

The programme has the following aims:

  • To enable the advanced study of organisations, their management and the changing external context in which they operate
  • Equip individuals for and/or development of a career in business and management by developing skills at a professional or equivalent level to assume senior managerial and leadership positions in business
  • Development of the ability to apply knowledge and understanding of business and management to complex issues, both systematically and creatively, to improve business and management leadership and practice.
  • 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.

Benefits

At the end of the programme the successful student will have the ability to:

  • Demonstrate critical understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organisations.
  • Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers/leaders in an increasingly complex and dynamic environment.
  • Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  • Demonstrate and apply independent research and critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.
  • Demonstrate initiative, insight, attitudes of responsibility and ethical leadership in the development of the strategic management agenda in the organization the participant works in or expected to work in the future.

Programme Content

Overview

The aim of this module is to provide participants with a firm grounds in the frameworks and concepts of marketing management, as well as provide them with the skills required to carry out a full situation analysis and use the findings to develop objectives, formulate strategy and develop appropriate marketing plans

Student centered learning will be strongly encouraged and developed. Cooperative Learning and Problem-Based Learning will be infused into the teaching-learning-assessment strategies.

Group discussion, case analysis and self directed learning resources will be available to support the delivery and the appropriate assessment tools / tasks will be used to assess the intended learning outcomes.

Learning Outcomes

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

  • Undertake a situation analysis such that it is possible to develop a concise understanding of the marketing environment.
  • Use situation analysis findings to formulate a marketing strategy that will fit the company and its environment.
  • Formulate a marketing plan that provides for the implementation and control of chosen strategies.

Syllabus

  • Introduction to Marketing Management
  • The Environment Influence and its Management
  • Marketing Strategies
  • Product Planning & Screening
  • Promotion Strategy
  • Advertising Strategies
  • Global Marketing
  • Pricing Policies & Strategies
  • Marketing Analysis and Formulating a Marketing Plan
  • Implementation , Evaluation & Control

Resources

  • Course Materials provided by IPE.
  • Philip Kotler, Kevin Kelly, Swee Hoon Ang, Marketing Management, 6th Edition, 2009, FT Prentice Hall.
  • Roger Kerin, Robert Peterson, Strategic Marketing Problems-Cases and Comments, 11th Edition, 2010, FT Prentice Hall.
  • Online resources on OCTAL Portal
  • Online data bases from IPE’s E Library