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  • Marketing Management

    MM

    Welcome to Marketing Management – Module BM4403.

     

    This module, BM4403 presents the knowledge and understanding about the importance of marketing management in companies.  It imparts the concepts and principles involved in marketing of the company’s products and services and enabling the company to gain competitive position in the market.

    The marketing function plays an important role in the sense that it is in contact with the external environment and acquires the necessary information for the development and improvement of the company’s operations and processes in order to attain the stability with the environment.  It is the only function that brings in the financial returns to the company for the continuous operations of the other functions to provide the support to the marketing function.

    I truly hope that, like your predecessors, you will enjoy the module and find that our ‘discussions’ enhance your understanding of the marketing management process.


◄TOPIC 2 - DEVELOPING MARKETING STRATEGIES AND PLANSTOPIC 4 - ANALYZING CONSUMER MARKETS►

TOPIC 3 - MARKETING RESEARCH

  • TOPIC 3 - MARKETING RESEARCH

    INTRODUCTION

    Marketers have many important decisions to make throughout the marketing management process. When uncertain decisions are made, there will be risks involved. Uncertainties in marketing decisions can be reduced through marketing research. This lesson introduces marketing research, explains primary and secondary research, qualitative and quantitative research, and applies marketing research in market potential estimation and forecasting.


    LEARNING OUTCOMES

    Upon the completion of the lessons, students should be able to:

    1. Explain the role of marketing research in decision-making
    2. Describe the principal steps in research design
    3. Explain the characteristics of good marketing research
    4. Describe the methods of measuring and forecasting demand

◄TOPIC 2 - DEVELOPING MARKETING STRATEGIES AND PLANSTOPIC 4 - ANALYZING CONSUMER MARKETS►