CA-107: Marketing Principles and Practices
Class
About
With the dawning of the new millennium, global communication today explodes with the Internet and other electronic Information and Communication Technology (ICT) methods. People, companies, institutions and even socio-civic causes are all screaming at the top of their lungs to get their respective messages, products, proposals and even ideals across to an ever-widening variety of publics – all at the same time!
Marketing helps our complex, pluralistic society in making decisions and functioning more effectively by the proper positioning of needs and wants among groups, individuals and institutions. Marketing is not merely sales, advertising and promotion – it is a vital professional management function that integrates all these, and serves and enhances all types of institutions in modern society.
This course is meant to provide students with a working knowledge of Marketing, particularly the Communication aspect and tools used and how these relate with each other (i.e., personal selling, merchandising, advertising, public relations/publicity and sales promotion).
Course Objectives:
At the end of the course, the student should be able to –
Understand the basic principles, tenets, concepts and theories of Marketing, Marketing Management and Marketing Communication, vis-à-vis today’s societal requirements.
Appreciate Marketing’s importance, value and contribution to modern management and decision-making by learning sound techniques in making Marketing an invaluable and indispensable function in any endeavor.
Explore and analyze Marketing problems, practices and issues confronting various industries through a wide variety of case studies and research activities.
Learn the various popular Marketing Tools and their appropriate application.
Develop and demonstrate sound Marketing Communication skills and appreciate the extensive role that Communication plays in the Marketing Management process.
Develop a viable Integrated Marketing Plan/Proposal for a product/institution/advocacy.
Value Aims:
Since the course will study actual and contemporary Marketing-related issues and events, the course will provide a venue for creative thinking and analytical processing (critical thinking). The activities will also teach the students to become resourceful and become aware of how Marketing principles can be very useful in uplifting, improving and promoting our society. In addition, the value of ethical Marketing practices will be emphasized throughout the course.