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MBA - Supply Chain Management

Marketing Management

Programme Objectives

The programme aims to provide graduates and working professional who desire of becoming successful consultants in the competitive consulting industry, with first-hand knowledge of the tools and techniques used by successful consultants in the competitive management consulting industry. They will get a detailed understanding of the global consulting industry; how it works, its dominant players, key success factors and the management issues that drive it.

The MBA - Management Consultancy is a specialist high value Professional Masters Degree developed in collaboration with the International Professional Managers Association-UK, in consultation with the West Africa Federation of Institutes of Administration & Management Consultants, thus giving the degree the critically important professional flavour that is often lacking in many academic qualifications of its nature.

Benefits

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

  1. Develop a business strategy through their understanding of
    • Management Processes
    • Management Functions
    • Strategic Management
    • Individual Behaviour
    • Group Behaviour
  2. Develop analytical and critical skills to evaluate new concepts, techniques and arguments in organisational and project management
  3. Develop research skills to advise clients to improve their business and management effectiveness
  4. Develop communication skills to explain and justify range of options devised for the benefit of their clients
  5. Advise clients on restructuring and improving business performance
  6. Exercise creativity in solving management and business problems
  7. Enable the student to improve their career and entrepreneurship prospects
  8. Enable the student to have the confidence to apply knowledge and understanding to improve business practices in diverse business and cultural environments

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