Singapore University of Social Sciences

Marketing Management

Marketing Management (MKT202)

Applications Open: 01 October 2020

Applications Close: 15 December 2020

Next Available Intake: January 2021

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Business Administration

Schemes: Lifelong Learning Credit (L2C)

Funding: To be confirmed

School/Department: School of Business


Synopsis

MKT202e Marketing Management aims to provide students with an introduction to marketing management and seeks to provide insights into the key concepts and general activities associated with the marketing function. It focuses on the fundamentals of consumer behavior, market research, segmentation, target marketing and positioning, branding and marketing mix management. The course also aims to build students’ knowledge and skills in the managerial aspects of marketing with a focus on the development and execution of marketing plans and programmes.

Level: 2
Credit Units: 5
Presentation Pattern: Every semester
E-Learning: ONLINE - Learning is done ENTIRELY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. There are no face-to-face sessions. If the course has an exam component, this will be administered on-campus.

Topics

  • Marketing Environment
  • Market Segments and Targets
  • Brand Positioning
  • Marketing of Products
  • Marketing of Services
  • Pricing Strategies & Programmes
  • Integrated Marketing Channels
  • Integrated Marketing Communications
  • Global Markets
  • Digital Marketing
  • Global Markets
  • Marketing Ethics

Learning Outcome

  • Explain the key concepts of marketing
  • Discuss the factors in consumer management
  • Examine the market segmentation, targeting and positioning process
  • Analyze the role of products, services and prices
  • Demonstrate the role of marketing channels
  • Apply marketing communication tools
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