GSB 731 Marketing Management
The primary objective of this unit is to facilitate an in-depth understanding of the substantive and procedural aspects of marketing management. The unit covers both commercial and not-for-profit organisations. No prior understanding of marketing is assumed of participants. The unit would be useful for both people having working experience in marketing and newcomers to marketing.
The basic premise of the unit is that the subject of marketing management is best studied from the perspective of a company's marketing executive or manager. The unit is structured to show to participants how to put the marketing management concepts into action. The emphasis is on enhancing participants' problem-solving and decision-making abilities in the operational areas of marketing, and on providing them with a forum for presenting and defending their own recommendations.
Participants completing this unit will develop the ability to formulate and implement a combination of marketing variables in order to successfully carry out a firm's strategy in its target markets. Participants will become familiar with the elements of the marketing mix (product strategy, pricing, promotion, and distribution), and will be introduced to marketing strategy and to the elements of marketing analysis: customer analysis, competitor analysis, and company analysis.
The assessment tasks included in the unit would involve participants solving some of the tasks they would come across in a marketing role.
Be warned! This unit could change your perceptions of Marketing, and definitely is not for the weak-hearted.