Curriculum
Course Descriptions
Semester I
MM10301 Marketing Management
This is a core course which provides students with knowledge on concepts, theories and applications in the area of marketing management. This course is built on the perspective of the total organization, usually seen from the position of the top management level and it provides an opportunity for students to learn theoretical aspects in marketing and apply them in practical situations. It covers basics in the field of marketing such as environment analysis, consumer analysis, competition and marketing strategies and lead to a broader understanding on the strategic marketing concepts such as strategy analysis, strategic directions and strategic formulations, strategic choice, strategic evaluation and strategic implementation and control.
MM10302 Consumer Behavior
Understanding consumer behaviour remains an important aspect for marketers, given that consumers are the most important element within the business environment for the marketers. It is important for the marketers to understand how consumers make purchase decisions and the reasons behind their purchase decisions to effectively market their products to the target consumers. This course aims to provide students with a systematic way to understand behaviour of consumers in the marketplace using appropriate theories and concepts. It covers areas such as introduction to consumer behaviour, consumer decision- marketing process (CDMP) and socio–cultural as well as psychological factors influencing CDMP.
MM10303 Business Mindset
This course aims at imparting knowledge on three major supportive disciplines which is essential for running a business successfully: Management, Economics and Business Finance. Students are provided a holistic understanding about the business environment and its connection with the marketing function. The areas covered are: the Managing and the Manager’s Job, the key management functions, The Environment and Culture of Organizations, managing change, introduction to micro and macroeconomics, free market mechanism, basics of the theory of production, theory of costs and market structures, introduction to fiscal and monitory policies, introduction to financial management and the roles of financial managers, Introduction to financial markets and institutions and introduction to Financial statements.
MM10304 Marketing Intelligence and Research
This course aims at providing the students with a fundamental knowledge of the concepts, principles, methods and techniques of marketing research and marketing intelligence. This is a core subject which enhance the students’ skills in conducting and analyzing a marketing research by applying the concepts, theories and models while providing students with an understanding on the importance of marketing intelligence in marketing decision making. The topics covered are introduction to marketing research; role of theory in research; research problem identification; research design formulation; field works designing and data presentation and analysis; introduction to marketing intelligence; marketing intelligence scope, process, deliverables and tools; implementing market intelligence program.
MM10305 Communication Strategy
This course aims at enhancing the skill of developing effective integrated marketing communication campaign as one of the “four P’s”, promotion represents an important part of any organization’s overall marketing activities. This course helps students to identify promotional objectives; set reasonable promotional budgets; evaluate the alternative promotional tools and develop a promotional mix strategy; make advertising, creative and branding strategy decisions; evaluate the various forms of media and develop a media plan; utilize and integrate the alternative promotional tools; and evaluate the effectiveness of promotional campaigns.
Semester II
MM10306 Services Marketing
This course aims to provide an understanding of theories, concepts, tools, models and practices in services marketing context. It further expects to provide an in-depth understanding of the unique challenges inherent in managing and delivering quality services. The topics covered are: Distinctive and New Perspectives on Marketing in the Service Economy, Consumer Behavior and Customer Involvement in Service Setting, Customer Satisfaction and Service Quality, Internal Marketing, Relationship Marketing and Customer Loyalty, Service Product Strategy, Managing the Service Delivery Process, Pricing of Services, Service Communication Mix, Customer Service & Service Recovery and Managing Capacity and Demand.
MM10207 Digital Strategy
This course aims at providing knowledge on digital marketing tools and tactics to formulate a digital strategy to reach consumer on digital. This course emphasizes on the digital and interactive marketing which are key growing areas due to the advancement of modern information and internet technology. This course covers areas such as search engines marketing, social media and Facebook marketing, social networking, website development and performance marketing in digital platforms.
MM10308 Product and Brand Management
This course aims at providing students with the specialized knowledge in management of existing products/brands and new product/ brand innovations. This course covers areas such as meaning and role of products, developing new products, managing product life strategies, technological life cycle strategies, managing product mix decisions and developing marketing strategies for product manufacturing organization. This course enhances the knowledge of brand management through developing brand strategies, implementing brand marketing programs, measuring and interpreting brand performance, and growing and sustaining brand equity.
MM10209 Personality and Skills Development
This is a core course which aims at developing students’ mental and physical strengths to be a professional marketer with strong personality. This skill development course also assists students to enhance the confidence and emotional stability to face personal and professional challenges. The areas covered are: setting personal vision and goals; developing positive attitudes; enhancing leadership and team building skills; grooming and etiquette; public speaking and communication skills; creative designing; practicing relaxation and stress management, developing social dancing and mindfulness. Students are encouraged to be life-long learners, reflective and assertive practitioners.
MM10510 Project
Research Project aims at providing a basic understanding regarding conducting a research project for a specific problem faced by an organization, which help managers to take effective decisions. This project provides knowledge on identifying managerial issues at workplaces, research problem identification and development, data collection, analysis and decision-making. Thus, this course facilitates managers and other practitioners to develop their skills in analytical thinking and problem solving. Further, the course facilitates students to apply and integrate knowledge gathered through different courses of the programme.