In the Marketing Management specialization, concepts, theories and
hands-on experience are integrated to prepare SolBridge graduates for
successful careers in strategic marketing, marketing management, brand
management, pricing strategies, services marketing, market research and
modeling, as well as advertising and promotion.
Curriculum Overview
- Brand Management
- Consumer Behaviour
- Customer Relationship Management
- Global Marketing
- Internet Marketing
- Marketing Communications and Advertising
- Marketing Research
- Marketing Strategy
- New Product Development
- Public Relations
Brand Management
Prerequisite : MKT500
Credit : 3
Description : This course is about business finance. It is to provide a framework, concepts, and tools for analyzing financial decisions based on fundamental principles of modern financial theory. The approach is rigorous and analytical. Topics covered include discounted cash flow techniques; corporate capital budgeting and valuation, investment decisions under uncertainty, capital asset pricing, capital structure, cost of capital, dividend policy, options, and market efficiency.
Consumer Behaviour
Prerequisite : MKT500
Credit : 3
Description : This unit provides a rigorous experience in market research methods and frameworks to guide when which technique is most useful. The course is aimed at managers, whose decision-making is enhanced through market research, which transforms “data” into “information.” The manager is the ultimate user of marketing research and is responsible for determining its scope and direction. Techniques of data collection, evaluation of alternative sources of information, methods for analyzing data and presenting the results are covered.
Customer Relationship Management
Prerequisite : MKT500
Credit : 3
Description : Customer Relationship Management (CRM) lies at the heart of marketing and management consulting. It has long been the backbone of industrial, trade, purchasing and services marketing, and the trend in recent years has been to use CRM techniques in dealing with final consumers as well. A purpose of the unit is to develop relationship-building skills, in areas such as personal selling, direct marketing and commercial negotiations. Another goal is to demonstrate the role of new technology in widening the scope and potential of CRM, especially through the use of interactive and personalization technologies.
Global Marketing
Prerequisite : MKT500
Credit : 3
Description : The development of effective international marketing strategies forms the core focus of this unit. Students will learn how to select and enter various country markets, analyze the cultural, historical, and political/economic environments of those markets. Finally, the unit will introduce the development and implementation of international marketing strategies, as well as the creation of global marketing organisations.
Internet Marketing
Prerequisite : MKT500
Credit : 3
Description : The internet is fast becoming the most powerful tool for interacting with customers, but has proven to be a complicated issue in marketing. This unit strives to de-mystify the internet as far as marketing is concerned, and will, among others, focus on the following topics: Historical perspectives on the internet and marketing, advertising on the internet, using the internet in disintermediation, relationship-building and the internet, and research and future trends in internet marketing.
Marketing Communications and Advertising
Prerequisite : MKT500
Credit : 3
Description : Integrated marketing communications, and an understanding of the various elements used in achieving this integration has become an important issue in modern marketing. This unit introduces the concept of integrated marketing communications, and shows students how public relations, advertising, personal selling, sales promotions, and direct marketing may be used to communicate the organisation and its value proposition to carefully selected audiences.
Marketing Research
Prerequisite : MKT500
Credit : 3
Description : This unit provides a rigorous experience in market research methods and frameworks to guide when which technique is most useful. The course is aimed at managers, whose decision-making is enhanced through market research, which transforms “data” into “information.” The manager is the ultimate user of marketing research and is responsible for determining its scope and direction. Techniques of data collection, evaluation of alternative sources of information, methods for analyzing data and presenting the results are covered.
Marketing Strategy
Prerequisite : MKT500, BUS610
Credit : 3
Description :The marketing strategy forms the core of all marketing decisions in the organization. As such, students will be introduced to this concept, and learn how the four variables of product, price, place, and promotion interact with one another to create customer value for today's organization.
New Product Development
Prerequisite : MKT500
Credit : 3
Description : In this course, students are introduced to the use of the product life cycle concept as a new product development planning tool, as well as the critical importance of product development in the marketing process. Students will learn about product decisions and their relevance to marketing management, the relationship between product planning and other business processes, and the development of new product ideas, product testing, product launching, and product management.
Public Relations
Prerequisite :
Credit : 3
Description : All organisations have to build good relationships with all their stakeholder groups, and need to manage those relationships using communication. This unit introduces students to the specific role that public relations can play in achieving this goal, and teaches them about the principles and practice of public relations in the modern organization. The unit specifically covers the techniques of public relations and the skill to develop a public relations program.
