MBA503 Marketing for Managers

MBA503 Marketing for Managers

Upon successful completion of this subject, students should:
be able to assess and explain the nature of marketing and marketing management in contemporary organisations;
be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources;
be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation’s approach to STP;
be able to apply the marketing mix and aspects of branding and positioning to a specific target market and be able to evaluate competitors’ programs; and
be able to discover and evaluate how contemporary issues of environment, social media and other technology, society and Corporate Social Responsibility (CSR) might affect marketing.
Syllabus

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The subject will cover the following topics:
Drivers of contemporary marketing
The marketing environment
The marketing organisation
Market orientation
Researching the organisation
Services, product solutions and brands
The contemporary marketing mix and positioning
Markets, customers and target markets
Marketing communications
The marketing plan
The target market focused marketing plan as an organisational action tool