2605501          Marketing Management

Course Condition: –

Roles and functions of marketing in business; internal and external environment affecting marketing management; strategic market planning; competition analysis; consumer behavior; marketing information systems and marketing research; market segmentation; targeting; product positioning; marketing mix decisions; marketing control.

2605611           Competitive Marketing Strategy

Course Condition: Prerequisite 2605501

Applications of advanced managerial concepts and methods to solve
multifaceted marketing problems; integration of the marketing function with their business functions; strategies to gain competitive advantage for product and service; measurement of products’ or services’ value; roles of technology in creating product value and competitive advantage.

2605646          Brand Building Strategy

Course Condition: Prerequisite 2605501

Types of brand building; corporate brand and product brand building, creative-based brand building and customer-data-based brand building, factors considered in brand building;  brand building process; effective brand positioning; brand gap analysis; brand gap closing strategy development; rebranding procedure.

2605647          Brand Measurement and Audit

Course Condition: Prerequisite 2605501

Meaning and importance of brand equity measurement and brand audit; brand equity measurement process; brand equity measurement using financial and non-financial approaches; measuring image, personality, loyalty, and engagement of brand; brand auditing process for problem identification and recommendation.

2605648          Seminar in Global Branding

                        SEM GLOBAL BRAND

Course Condition: Prerequisite 2605501

Steps in developing brands to be sustainability global brands; factors influencing global brand success; strategic planning for global brands; excellence in branding practices; current issues in global branding; branding innovation and implementation.

2605649          Digital Marketing and Data Analytics

Course Condition: Prerequisite 2605501

Roles and functions of digital tools in brand and marketing management; internal and external environment affecting consumers and companies in the digital era; consumer behavior in the digital era; application of digital tools in managing brand and marketing mix; digital tools in brand and marketing management; marketing analytics.

2605671          Marketing Research

Course Condition: Prerequisite 2605501

Importance and roles of marketing research; types of marketing research; marketing research process; problem identification and objectives; research design; sources of data; sampling; sample size determination; measurement of consumer attitudes; scale; validity and reliability of the measurement; data collection procedures; research instrument; data analysis and interpretation;  research report writing.

2605672        Brand Management and Strategy

Course Condition: –

Meaning, importance, roles and benefits of brand; differences between marketing and branding; meaning of and benefits of brand equity; customer based brand equity model; sources of brand equity; brand personality; brand positioning; brand mantra; brand elements; integrated brand communications; brand relevance; managing brand overtime.

2605673          Integrated Brand and Marketing Communication Strategy

                        IBMC STRATEGY

Course Condition: Prerequisite 2605501

Roles and importance of integrated brand and marketing communications; internal and external environment of brand and marketing communications; types of integrated brand and marketing communications; advertising; public relation; sales promotion; personal selling; direct marketing; integrated brand and marketing communications strategies; procedure in planning and control of integrated brand and marketing communications; allocating budget; data analysis; measurement the effectiveness of the integrated brand and marketing communications.

2605674          Consumer Behavior Analysis and Design

Course Condition: –

Roles and importance of consumers; consumer decision making process; consumer insight analysis; consumer behavioral design based on psychological and social factors; motivation; perception; personality; learning; attitude; culture; social class; reference groups; customer relationship management; creating customer engagement.

2605675           Effective Communication in Marketing

Course Condition: –

Identifying target audience; effective oral and written communication skill; success and failure factors in communication; public speaking; preparation and creating personality for effective presentation; using information technology for techniques for presentation.

2600700          Special Project I

Course Condition: –

Independent study for business administration problem: information

analysis.

2600701          Special Project II

Course Condition: –

Independent study for business administration problem: information  development and report.

.