Teaching Hours and Credit Allocation: 30 Hours, 6 Credits
Course Assessment: Coursework & Exam



Marketing is one of the most fundamental elements in any business. The management of the marketing functions in successful companies involves a deep understanding of customer preferences, use of that knowledge in designing the right products or services for the target customers, and determining appropriate ways to communicate, capture, and deliver value. Firms routinely invest and deploy resources in the above marketing functions so as to achieve higher levels of customer satisfaction better than their competitors. These tasks will be examined and elaborated through exercises and case studies in this course.


Learning Outcomes

During the course students will be able to:

  • Understand and be able to apply the key elements in developing a marketing strategy and planning a marketing programme
  • Develop a disciplined approach to the analysis of marketing situations and decision making
  • Enhance their decision-making skills by making and defending marketing decisions in the context of realistic problem situations with incomplete information (case studies)
  • Improve their skills in problem-solving (case studies)
  • Analyse customer behaviour and direct the appropriate resources for specific groups of customers
  • Decide on how to develop and exploit brand equity
  • Determine the right prices that offer value to the customer but also to the firm
  • Develop an effective mix of promotions and manage it in an effective and integrated wayUnderstand the role of distributors and other intermediaries in the market and how to manage them.
  • Understand the role of distributors and other intermediaries in the market and how to manage them.



  • Introduction to the marketing concept and the marketing plan
  • Marketing research
  • Customer analysis
  • Market segmentation and positioning
  • Branding the product
  • New product development and innovation
  • Pricing the product
  • Designing and managing services
  • Promoting and distributing the product