Aims
The short course in Marketing aims to introduce the key concepts and theories in marketing while comparing and contrasting them with the real marketing practices as carried out by marketing professionals in the organizations.
For bachelor and master students!
Course Content
1 Introduction to Management
2 Introduction to Marketing
3 Marketing Environment
4 Segmenting, Targeting and Positioning
5 Product
6 Price
7 Place (Distribution)
8 Promotion (Marketing Communication)
9 Consumers Behavior
10 Service Marketing
11 Corporate Social Responsibilities and marketing ethics
12 Marketing Information System
13 Report Writing & Summary Discussion
14 Project Report
Program Duration
The duration of the programme is Four (04) months
Coursework- 13 weeks
Project Report- 03 weeks
Delivery Method (Teaching)
Classroom based learning methods will comprise of face to face lectures, seminar presentations, videos, workshops, case studies and may get experienced professionals in the field of marketing.
Assessment
Students will be assessed on a written Project Report of approximately 3,000 words requiring them to reflect on the marketing practices of any selected work organization in the light of concepts and theories of marketing learned during the course.
Certification
Students will be awarded a Certificate of Competency by the Open University of Sri Lanka upon successful completion of the course.
Student Intake
20 students per intake (first comes served basis)
Program plan
No. Course Content Duration
1 Introduction to Management 05 hours
2 Introduction to marketing 05 hours
3 Marketing environment 05 hours
4 Segmenting, targeting and positioning (STP) 05 hours
5 Product 05 hours
6 Price 05 hours
7 Place (distribution) 05 hours
8 Promotion (marketing communication) 05 hours
9 Consumer behavior 05 hours
10 Service marketing 05 hours
11 Corporate social responsibilities and marketing ethics 05 hours
12 Marketing information system 05 hours
13 Report Writing & Summary Discussion 05 hours
14 Project Report 03 weeks
Detailed Content of the course structure
Session Topic Sub themes
1 Introduction to Management Definitions of Management, Functions of Management (planning, organizing, leading, controlling), Levels of Management, Role of a Manager
2 Introduction to marketing Definitions, marketing process, the evolution of marketing, marketing concepts, marketing philosophies
3 Marketing environment Introduction to environment, classifications of the environment- Internal, external/ micro, macro
4 Segmenting, targeting and positioning Basis of segmentation, requirement for effective segmentation, market targeting, market positioning
5 Product What is product, classification of products, decision of products, new product development, product life cycle
6 Price What is pricing, factors affecting in pricing, pricing methods, pricing strategies
7 Place (distribution) What is distribution, distribution channels, whole selling and retailing
8 Promotion (marketing communication) What is promotion, steps in effective communication, advertising, sales promotion, personal selling, public relation
9 Consumers behavior Introduction, factors affecting to CB, buyer decision process
10 Service marketing Introduction to service, characteristics of service, service marketing mix
11 Corporate social responsibilities and marketing ethics Introduction to CSR, business ethics
12 Marketing information system Introduction to MIS, information sources, marketing research process
13 Seminar in Marketing (by Industry Expert), Report Writing & Summary Discussion Seminar in Marketing, How to write a effective project report, summery & end of coursework
Course Fee
175 €
Included are:
nicht enthalten ist:
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