Rauf M.A., Juris Ulmanis
Email address :
Bachelor Degree or equivalent managerial working experience
Marketing is the corporate function which monitors the needs and preferences of a company’s customers as a basis for designing the right kinds of products and services. However, marketing is more than a functional area. It is a philosophy which is a guiding star for the entire organization. Marketing aims at satisfying customers in a way that is profitable to the company. The latter can be done by building up a special relationship with them. After completion of the module you will be able to make a marketing plan. This module discusses the various parts of the marketing plan, such as marketing strategy, marketing objectives and goals, consumer needs, the product, pricing, distribution and sales promotion.
- Be able to describe and position the marketing function within an organization
- Evaluate and apply the value proposition inherent in an organization’s strategy
- Critically evaluate and advise on an organization’s overall marketing strategy based on available mission, corporate objectives and corporate strategy
- Appreciate and develop an organization’s marketing goals
- Analyse and appraise an organization’s strengths and weaknesses
- Analyse and instigate in depth an organization’s competitive environment
- Identify and evaluate an organization’s supply chain (suppliers and distribution channels)
- Develop and communicate an organization’s marketing tools in the light of its business and marketing strategies
- Characterize and evaluate an organization’s Customer Relations Management (CRM)
- Create and develop a mental and empathic ability to involve ethical judgment criteria to contemplate and shape marketing policies
- Assess, use and present the Internet and social media as useful tools for an organization’s marketing strategy and policies
- Defining marketing and the marketing process
- Understanding the marketplace and consumers (also the new consumer and social media)
- Strategic marketing planning (including models to execute internal and external audits) and market complexity (e.g. hypercompetition)
- Designing a customer-driven strategy and mix (including the extended marketing mix)
- The global marketplace (global trends)
- Sustainable marketing: Social Responsibility and Ethics
- Fundamentals of marketing research
Instruction / Study Load :
- 36 Lesson hours
- 101 Hours of reading literature, completing the handbook and preparation for examination.
- 3 Examination Hours
Total 140 Hours
IBA Final Qualification Mapping:
Mapped with numbers: 3, 4, 5, 12, 13, 14, 15, 17, 25 and 26. See the EEG for further reference.
- Classroom lecturing
- Case study discussions
- Video and film
- Discussion sessions
- Research Papers
- Marketing Scenarios
- Graphic organizers
Module / Lecture and seminar status:
Testing and assessment:
Note: This is a Semester 1 Module 3 hour closed book Examination during exam week. See the Handbook and the EEG for further reference.
- Kotler Ph. and Amstrong G. (2012). Principles of Marketing. Fourteenth Edition. Global Edition. Harlow (UK): Pearson Education Ltd. ISBN13: 978-0-273-75243-1
- Gilligan C. and Wilson R.M.S. (2009). Strategic Marketing Planning. Second Edition. Paperback. Butterworth-Heinemann. ISBN 978-1-856-17617-0
Recommended literature :
- Luczak Ch., Mohan-Neil S. and Hills G. (2010). National Culture, Market Orientation and Network-Derived Benefits: Conceptual Model for Service SME’s, Academy of Entrepreneurship Journal, 16 (2), 1-20.
- Dahl S. (2004). Cross-cultural advertising research: What do we know about the influence of culture on advertising? Middlesex University Discussion Paper No. 28.
- Ma J. (2012). Does the Customer-Firm Relationship Affect Consumer Recovery Expectations? Academy of Marketing Studies Journal, 16 (2), 17-29.
- Law S. and Verville J. (2011). Human Roles and Communication Strategies of Corporate Identity Performance: Enhancing Global Image, Leadership, and Legacy of a High-Tech Leader. Academy of Marketing Studies Journal, 15 (2), 17-32.
- Kunz M.B. and Hackworth B.A. (2011). Are Consumers following retailers to social networks? Academy of Marketing Studies Journal, 15 (2), 1-22.
- Park C.W., MacInnis D.J. and Priester J. (2007). Brand Attachment and Management of a Strategic Brand Exemplar; in: Schmitt B.H. (ed.), Handbook of brand and experience management, Cheltenham (UK): Elgar Publishing.
- O’Donnell E. and Brown S. (2012). Brand Community Loyalty: A Self Determination Theory Perspective. Academy of Marketing Studies Journal, 16 (2), 107-118).
- Chordas L. (2011). Digital display: many agents are adding digital tools to their marketing mix to boost leads and create greater brand awareness. Best's Review. 112 (8).
- King C. and Grace D. (2008). Internal branding: Exploring the employees’ perspective. Brand Management, 15 (5), 358-372.
- Loakimidis M. (2010). Online Marketing of professional sports clubs: engaging fans on a new playing field. International Journal of Sports Marketing & Sponsorship, July 2010, 271-281.
- Boulding B., Saelin S., Ehret M. and Johnston W. J. (2005). A Customer Relations Management Roadmap: What is Known, Potential Pitfalls, and Where to Go. Journal of Marketing, 69 (October), 155-166.
- Connelly B.L., Ketchen D.J. and Slater S.F. (2011). Toward a “theoretical toolbox” for sustainability research in marketing. Journal of the Academy of Marketing Science, 39, 86–100.
- Marta J., Singhapakdi A. and Kraft K. (2008). Personal Characteristics Underlying Ethical Decisions in Marketing Situations: A Survey of Small Business Managers. Journal of Small Business Management, 46 (4), 589-606.
- Kotler Ph., Rackham N. and Krishnaswamy S. (2006). Ending the War between Sales and Marketing, Harvard Business Review 1 July 2006 (reprint, 15 pages).
- Denegri-Knott J., Zwick D. and Schroeder J.E. (2006). Mapping consumer power: an integrative framework for marketing and consumer research. European Journal of Marketing 40 (9/10), 950-971.
- Oyedijo A., Olateju O.I., Okunna M.A. and Adeyemi O.T. (2010). Impact of Size, Industry Structure and Strategy on Marketing Challenges of Globalization. Global Business and Management Research, 2 (1), 69-78.