Subject Overview

Marketing Management examines how entrepreneurial organizations identify market opportunities, understand customers, create and communicate value, build relationships, and achieve sustainable growth. The subject integrates established marketing theory with research, analytics, digital platforms, artificial intelligence, ethics, and managerial decision-making.

Learning Goal

Students will be able to analyze markets and customer behavior, formulate evidence-based marketing strategies, design the marketing mix, manage brands and customer relationships, apply digital and AI-enabled tools, evaluate marketing performance, and make ethical, commercially viable marketing decisions for entrepreneurial ventures.

Syllabus

1. Foundations of Marketing Management

Learning Objective: Explain marketing terminology, exchange, value creation, needs and demand, market orientation, marketing philosophies, stakeholder value, and the role of marketing in entrepreneurial organizations.

Category: foundation

2. Marketing Environment and Opportunity Analysis

Learning Objective: Analyze micro- and macro-environments using PESTLE, Five Forces, competitor analysis, market mapping, trend analysis, and SWOT/TOWS to identify opportunities, threats, and sources of competitive advantage.

Category: foundation

3. Marketing Information and Research

Learning Objective: Design practical marketing research using problem definition, secondary and primary data, qualitative and quantitative methods, sampling, questionnaire design, customer discovery, validation, and ethical data collection.

Category: core

4. Consumer and Organizational Buying Behavior

Learning Objective: Evaluate psychological, social, cultural, situational, and behavioral influences on consumer decisions, customer journeys, adoption, involvement, and organizational buying processes.

Category: core

5. Segmentation, Targeting, and Positioning

Learning Objective: Apply segmentation variables, persona development, market attractiveness assessment, targeting strategies, perceptual mapping, differentiation, and positioning statements to select viable markets.

Category: core

6. Customer Value Propositions and Offering Innovation

Learning Objective: Develop compelling value propositions and manage products, services, experiences, product–market fit, design thinking, minimum viable products, diffusion of innovation, and new-offering development.

Category: application

7. Brand and Portfolio Management

Learning Objective: Explain brand identity, image, equity, associations, architecture, storytelling, portfolio analysis, product life cycle, brand extension, reputation, and intellectual property considerations.

Category: core

8. Pricing Strategy and Revenue Models

Learning Objective: Make pricing decisions using cost-, competition-, and value-based approaches; elasticity, break-even and contribution analysis; psychological, dynamic, subscription, freemium, bundling, and ethical pricing models.

Category: application

9. Distribution, Retailing, and Market Access

Learning Objective: Design direct, indirect, omnichannel, platform, franchise, wholesale, retail, and e-commerce channels while addressing channel power, conflict, logistics, fulfillment, and partner governance.

Category: application

10. Integrated Marketing Communications

Learning Objective: Plan coordinated advertising, public relations, sales promotion, personal selling, sponsorship, events, and content using communication models, campaign objectives, budgets, media selection, and effectiveness measures.

Category: core

11. Digital Marketing, Social Media, and Marketing Technology

Learning Objective: Apply search, social, email, mobile, influencer, content, marketplace, and e-commerce marketing; evaluate funnels, attribution, automation, MarTech stacks, privacy, platform algorithms, and generative AI applications.

Category: contemporary

12. Sales, Customer Experience, and Relationship Management

Learning Objective: Manage lead generation, consultative selling, sales pipelines, CRM, service quality, customer experience, satisfaction, loyalty, retention, communities, complaint recovery, and customer lifetime value.

Category: application

13. Marketing Analytics and Evidence-Based Decisions

Learning Objective: Use dashboards, KPIs, conversion metrics, cohort and funnel analysis, forecasting, market share, profitability, experimentation, A/B testing, attribution, and predictive analytics to improve decisions and marketing ROI.

Category: advanced

14. Marketing Strategy, Planning, and Control

Learning Objective: Create an integrated marketing plan linking objectives, growth strategies, competitive positioning, resource allocation, budgets, implementation, organizational responsibilities, risk, performance control, and corrective action.

Category: strategic

15. Global, Ethical, Sustainable, and Future Marketing

Learning Objective: Assess international market entry and adaptation, cultural differences, consumer protection, privacy, responsible AI, data governance, inclusion, sustainability, greenwashing, circular models, emerging technologies, and the future of marketing work.

Category: contemporary