Course: Marketing Management

Course Code: MKT602

This course examines the process of marketing management and is concerned with its development, evaluation, and implementation in complex environments.

Upon satisfactory completion of this module, participants should be able to demonstrate an understanding of the major concepts, theories, and models that underpin marketing management, marketing in a developing economy, and the concept of service; use knowledge of marketing management theories and research to plan marketing mix, market segmentation, marketing organisation and the marketing decisions; assess, interpret, and evaluate determinants of consumer behaviour, models, and the Jamaican consumer environment; critically evaluate major theories and models of product management, life cycle, new product development, and branding and packaging decisions; assess alternative approaches to managing pricing and promotion strategy, advertising and publicity, personal selling and sales promotion, sales forecasting, and distribution strategy.