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Download - Vaal University of Technology

By Geraldine Wright,2014-12-03 17:24
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Download - Vaal University of Technology

    FACULTY OF MANAGEMENT SCIENCES

    DEPARTMENT OF MARKETING

    LEARNER GUIDE

    MARKETING MANAGEMENT

    SUBJECT CODE/S: BMBIX3B / BMBIY3B

    COMPILED BY: Mr. BA MOKOENA

    DATE OF PUBLICATION: 01/2009

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    TABLE OF CONTENTS

    Word of Welcome 3 Contact persons 3 Rationale for the module 3 Learning material 4 How to study 4 Assessment 5 Attendance 6 Icons 8 Action Verbs 9 Subject specific glossary 11 Module plan (BMBI3B Module1) 11 Time schedule/learner work program (BMBI3B Module1) 11 Module outcomes MODULE 1 Learning unit 1 : An Overview of Marketing 14 Learning unit 2 : Analyzing the Marketing Environment 16 Learning unit 3 : Understanding Consumer Decision-making 17 Learning unit 4 : Assessing the competitive situation 18 Learning unit 5 : Information for Marketing Decision-Makers 19 Learning unit 6 : Segmenting and Targeting Market 20 Learning Unit 7 : Positioning The Firm and its Products 21 Module plan (BMBIY3B Module2) 22 Time schedule/learner work program (BMBIY3B Module2) 23 Module outcomes MODULE 2 25 Learning unit 1 : Developing and Managing New Products 25 Learning unit 2 : Marketing Channels and the Role of Intermediaries 26 Learning unit 3 : Promotional Strategies and Marketing Communication 29 Learning unit 4 : Price Concepts and the right price 30 Learning unit 5 : Putting it all together: Strategic Marketing Plan 31 Learning Unit 6 : Marketing in specialised markets 33

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