MSK Academic Diploma in Marketing Syllabus
- Marketing Planning and Principles
- Marketing Research and Intelligence
- Management: Marketing Perspective
- Marketing Communications
COURSE OBJECTIVES
- To impart management and planning skills and knowledge among readers.
- To enable understanding of planning concept and process.
- To appreciate the relevance of planning function in business organizations.
- The Marketing Analysis
- Marketing and Social Responsibility
- Sales-led, Marketing-led and Product-led firms
- Internal Marketing
- The Marketing Plan
- Meaning of a marketing plan
- Requirements for effective planning
- Circumstances behind planning
- The Marketing Planning Process
- Meaning of Marketing Process
- The Situation Analysis
- Micro and Macro-environmental Analysis
- SWOT analysis
- Internal analysis
- Determination of Marketing Objectives
- Examples of Marketing Objectives
- Development of SMART – objectives
- Role of Marketing Objectives in an organization
- Development of Marketing Strategies and Tactics
- Segmentation Strategies
- Market Growth Strategies eg Agor Ansoffs growth vector model etc
- Competitive Strategies
- The Marketing Mix Issues
- Product Decisions
- Price Decisions
- Promotion Decisions
- Place/Distribution Decisions
- People Decisions
- Physical Facilities
- Process Management
- Determination of Marketing Budgets
- Types of marketing budgets
- Methods of budgeting
- Role of marketing budgets
- Evaluation of the Marketing Planning Process
- Impact of Information Technology on the Marketing Planning Process
- Specific Marketing Approaches
- Business to Consumer Marketing (B2C)
- Business to Business Marketing (B2B)
- Not-for Profit Marketing
- International Marketing
COURSE OBJECTIVES
- To promote students’ understanding of the importance of an integrated management information system in supporting marketing decisions
- To promote development and understanding of appropriate marketing information system (MKIS) structures by applying basic concepts
- To explore the importance of forecasting in the planning and budgetary process and to equip students with the requisite forecasting methods and tools
- To develop knowledge and understanding of marketing research tools and methods and to promote application of marketing research information in solving marketing problems.
- To promote understanding of the role of information and communication technology in generating, storing, retrieving and communicating management information for marketing decision making
- Management Information Systems
- Basic concepts: Data and information
- Importance of information in supporting marketing decisions
- Component parts of management information systems (MIS)
- Improvements in MIS and MKIS
- Information and Communication technology
- Use of technology in data acquisition, processing, analysis and evaluation
- Technology supporting marketing decisions
- Use of technology in improving the effectiveness of marketing processes
- ICT’s role in influencing and changing customer relationships
- Database management
- Technological developments
- Marketing Research Process
- Marketing research and market research
- Marketing research and marketing intelligence
- Nature and scope of marketing research
- Use of consultants versus in-house research
- Primary and secondary data sources
- Research approaches: survey, experimentation, and observation
- Contact methods: personal interview, telephone interview and postal questionnaire
- Sampling concepts and designs
- Specific marketing research techniques: group discussions, focus groups, shopping mail interview, and consumer panels
- Application of marketing research in various areas of marketing
- Developing new products or services
- Improving existing products or services
- Developing new or existing markets
- Establishing or improving customer relationships
- Improving customer service
- Developing channels of distribution
- Making pricing decisions
- Improving promotional effectiveness
- Data Analysis
- Analysing research needs
- Interpreting statistical information
- Hypothesis testing
- The chin squared test
- Correlation and regression
- Report Writing and Presentation
- Research reports
- Presenting findings
- Oral presentation
COURSE OBJECTIVES
- To appreciate the concept of management
- To relate management theory and practice to marketing activities
- To understand the changing roles and philosophies of management
- To appreciate the impact of international environment on management
- Evolution of Management
- Meaning of the term management
- Why study management
- Theories of management
- Hierarchy of management
- Skills and characteristics of a good manager
- Activities of a manager
- Roles of a manager (By Mintzberg)
- The role of Communication in Management
- The communication process
- The barriers and how to overcome barriers to communication
- How a manager can improve communication skills of employees
- Management of meeting and committees
- Group Dynamics
- The meaning of the term “Group”
- Classification of groups
- Group Development
- Functions of a group
- How to create an effective group
- Managing various groups in an organization
- Motivation
- Meaning and process of motivation
- Theories of motivation
- Importance of motivation
- Staff Appraisals
- Staff training and development
- The meaning of staff training
- Determination of training needs
- Designing and developing training programmes for employees
- Benefits of staff training and development
- Time Management
- Time as a resource
- How to ensure good time management
- Things that hinder good time management
- Delegation
- Importance of good time management
- Management of change
- The meaning of the term change
- Levels of change
- The change process
- Forces of change
- Why employees resist change
- How a manager can overcome resistance to change
- Importance of change
- Recruitment and selection
- The meaning of the terms: Recruitment and Selection
- The recruitment process
- The selection process
- The induction programme
- Managing across boundaries
- Social-cultural influences
- Political – legal influences
- Technological legal influences
- Economic influences
- Project Management
- Meaning of project management and its scope
- The Project Team
- The Project Manager
- The Project Life Cycle
- The Project Tools
- The Project Evaluation Techniques
COURSE OBJECTIVES
- To appreciate the role of marketing communication in brand building and development
- To understand the process of communicating with publics
- To develop and evaluate different promotional campaigns
- Introduction to marketing communications
- Meaning of the term ‘communication’
- The communication process
- Barriers of communication and how to overcome these barriers
- Meaning of marketing communication
- Justification for marketing communications
- Integrated marketing communications
- The meaning of integrated marketing communications
- Reasons behind integrated marketing communications
- Integrated marketing communication planning process
- Benefits of integrated marketing communication
- Marketing communication process
- Appreciation of the prevailing and future environment conditions
- Marketing communication objectives
- Segmentation process
- Determination of promotional strategies and tactics
- Determination of promotional budget
- Evaluating the outcomes of marketing communications strategies
- Overview of different types of marketing communications campaigns
- Consumer markets
- Business to business markets
- Services organizations
- Public Vs private organizations
- Non-profit making organizations
- The External Advertising Agency
- Agency organizations
- Agency Services
- Agency Briefing
- Agency Relationships
- Marketing Communication Models
- Simple models
- Complex models
- International Marketing Communications
- Political
- Legal Impact
- Socio-cultural impact
- Adaptation Vs Standardization