MAR 2340:MARKETING MANAGEMENT
This is an introductory course on basic concepts and theories of marketing management. It familiarizes students with the marketing discipline. The course provides understanding of the nature and scope of marketing which includes marketing philosophies, the theoretical perspective of marketing strategies and analysing marketing opportunities.
MAR 2441:FINE ARTS
The objective of this course is to help students to relax mentally, develop creativity, and improve concentration and soft skills which are essential to become a good marketer. This course provides opportunities for students to learn music, dancing or art. Further this course provides insights for the students to cope with mental stress thus enabling them to develop emotionally balanced personalities.
MAR 2342:ADVANCED MARKETING MANAGEMENT
The objective of this course is to provide students with practical and specialized knowledge on marketing management, application of marketing strategies, planning the marketing programmes and managing the marketing effort, with special reference to their application in the Sri Lankan context.
MAR 2443:INTEGRATED MARKETING COMMUNICATION
The purpose of this course is to enable students to build a sound theoretical and practical understanding of the integrated aspects of marketing communication. Further it focuses on the formulation of marketing communication strategy and the management of marketing communication efforts. This course covers an introduction to integrated marketing communication, integrated marketing programme, situation analysis, analysing communication process, objectives and budgeting for IMC programmes, developing an IMC programme, monitoring, evaluation and control of IMC.
MAR 3340:SOCIOLOGY AND PSYCHOLOGY
The purpose of this course is to enable students to look at the characteristics of and relationship between individuals, group and whole societies. Studying sociology provides students with a critical perspective and rang of key analytical skills which enables them to identity and think through problem thoroughly. Students will be able to become proficient in understanding and explaining how societies work, how identities and divisions are established and reproduced, how social problems arise and how social change comes about.
Psychology is the scientific study of the mind and behaviour. Students will be able to know how and why humans and other species behave in the ways they do, and be able to identify the processes driving these behaviours. With its focus on individual and social behaviour, psychology links naturally with other disciplines such as biology, philosophy and sociology and also it integrates with subjects valued in the workplace.
MAR 3341:SERVICE MARKETING
This course provides an introduction to service marketing and its application to the service industry including the application of basic marketing concepts and strategies. It covers the nature of services, the nature of demand for services, a framework for service marketing management, decisions on extended marketing mix, service quality, customer care and satisfaction.
MAR 3342:DIGITAL MARKETING
Marketing landscape has immensely changed during last few years of time due to the advancements of modern information and internet technologies in the world. Impacts of these changes are inevitable for local business organizations too. One of the key growing areas due to these advancements is digital and interactive marketing. Areas like search engine optimization techniques, social media, social networking, web site development etc. are of high concern by present markets and organizations. Therefore, the purpose of this course is to provide a sufficient knowledge on digital marketing to grab the opportunities in the field of marketing.
MAR 3343: PRODUCT AND BRAND MANAGEMENT
The objective of this course is to provide students with a specialized knowledge of management of existing products and making innovations to new products. This course covers areas such as meaning and role of products, product development through technological innovations, developing new products, test marketing, managing product life cycle strategies, technological life – cycle strategies, managing product mix decisions and developing marketing strategies for product manufacturing organizations. This course enhances the knowledge of brand management through emphasis on developing and applying marketing techniques to a specific product/ product line, thus enhancing customer perceived value.
MAR 3344:MARKETING RESEARCH
The objective of this course is to provide the students with a basic knowledge of the concepts, principles, methods and techniques of marketing research, identifying research problems correctly and formulating research design. Further, the course helps students to familiarize themselves with commonly used research techniques in marketing. The topics covered are introduction to marketing research, roles and types of research, theory building, research process, research design, measurement and scaling, questionnaire and form design, sampling and preparation of a research proposal.
MAR 3345:CONSUMER BEHAVIOUR
This course imparts knowledge and understanding of the concepts and theoretical foundations of consumer behaviour. It covers areas such as the evolution of the field of consumer behaviour, consumer decision-making process, socio-cultural and psychological factors that influence consumer behaviour. Further it enables students to apply the concepts and terms in related subjects such as Marketing Communication, Product and Brand Management, and Services Marketing, etc.
MAR 3346:ADVANCED SERVICE MARKETING
This course unit aims to provide an understanding of the theories and practices in managerial aspects of service organizations. Specifically, this course unit deals with the role of service in the economy, the service concept and competitive strategy, structuring the service enterprise, managing service options and quantitative models with service applications. Further it discusses the techniques which will be important to managers in improving quality and efficiency in a service organization.
MAR 3347:SALES MANAGEMENT AND RETAIL MARKETING
The objective of this course is to impart foundation of knowledge of sales management and retail marketing. It includes formulation of strategic sales programmes, implementation of the sales programme and evaluation and the control of the sales programme. It also includes planning and implementing basic retailing strategies and programmes.
MAR 3348:PERSONALITY AND SKILL DEVELOPMENT
This course unit is designed to enhance the personality and soft skills of the students of the department through recognizing their importance to become dynamic and successful marketers in the business world. This includes practical and theoretical exposure to personality theories, business etiquette, public speaking, physical and mental fitness, personal development, and leadership. Outward Bound Training (OBT Programme), which comes under this course unit is one of the annual events organized by the department, for the students’ personal development.
MAR 4340:STRATEGIC MARKETING
The course provides knowledge and understanding of strategic marketing concepts. It includes strategic management process, strategic and marketing analysis, strategic directions and strategic formulations, strategic choice, strategic evolution and strategic implementation and control.
MAR 4341:ANALYTICAL TOOLS FOR MARKETING RESEARCH
The main purpose of this course is to enable students to undertake a research project. It provides in depth knowledge of research methods by considering critical decision arrears through practical research. It covers data collection, preparation, analysis and reporting. Further it discusses fieldwork, data preparation, analytical methods including frequency distribution, cross tabulation, hypothesis testing, analysis of variance and covariance, correlation and regression, discriminant and logit analysis, factor analysis, cluster analysis, multidimensional scaling and conjoint analysis, etc. with the help of available modern software. This course covers both qualitative and quantitative phenomena and it also serves as an excellent foundation for the dissertation (MAR 4643).
MAR 4342:INTERNATIONAL MARKETING
The aim of this course is to provide students with insights for understanding the global business process and discipline. It covers introduction to global marketing, global marketing planning environment, targeting global markets, formulating global marketing strategies, global marketing mix, and leading, organizing and controlling the global marketing effort.
MAR 4343:SUSTAINABILITY MARKETING
The course aims mainly to provide students with opportunities to gain knowledge on sustainability marketing and the core environmental, social and economic principles of sustainability. This course focuses on the role of marketing by examining how marketers create values and build sustainable thinking and processes into their marketing activities and strategies from ethics, social responsibility, and ecological aspects. Sustainability marketing requires a rethinking of the assumptions that underlie traditional marketing practices and thus, this course presents a new paradigm through a holistic approach which lays an emphasis on social, environment and economic concerns in the development of marketing strategies.
MAR 4644:RESEARCH