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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.


◄Course Discussion ForumTOPIC 2 - DEVELOPING MARKETING STRATEGIES AND PLANS►

TOPIC 1 - UNDERSTANDING MARKETING MANAGEMENT

  • TOPIC 1 - UNDERSTANDING MARKETING MANAGEMENT

    INTRODUCTION

    Lesson 1 provides a detail illustration in understanding marketing management and why it is important. To prepare to be a marketer, you need to understand what is marketing is, how it works, who does it, and what is marketed. The first decade of the 21st century challenged firms to prosper financially and even survive in the face of an unforgiving economic environment. Marketing is playing a key role in addressing those challenges.


    LEARNING OUTCOMES

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

    1.       Explain the role of marketing and its importance

    2.       Define marketing and marketing management

    3.       Describe the core concepts of marketing

    4.       Explain the marketing orientations of a firm

    5.       Describe the marketing management process




◄Course Discussion ForumTOPIC 2 - DEVELOPING MARKETING STRATEGIES AND PLANS►