Focuses on the practical application of Marketing Principles and Concepts and knowledge through the development, evaluation and implementation of organizational marketing policies. 
Explore how to design Marketing strategies and Branding concepts that align with organizational activities, competitiveness and the requirements of the Competition Act for compliance.
Equip learners with skills to formulate, implement and evaluate the marketing policies that promote, fair, ethical and legally compliant marketing practices while demonstrating practice-solving skills.

CLO1. Explain existing marketing strategies and Principles to identify gaps and areas for improvement in market leadership and competitiveness. Define key concepts and principles of public sector economics
CLO2. Design evidence-based marketing policies, incorporating legal requirements stipulated in the Competition Act for effective organizational adoption.
CLO3. Evaluate the effectiveness of marketing policies through customer feedback mechanism, surveys and market intelligence to ensure continuous improvement on products and services.
CLO4. Analyze a comprehensive marketing management framework that creates a linkage between theoretical knowledge and practical marketing perspectives for good governance and market leadership.

Introduction to Marketing Management: Definitions of a Market and Marketing Management; Function of Marketing in Commerce; and Role of Marketing in an Enterprise. 

The Marketing Process: Segmenting markets: types of segmentation; targeting (types of segmentation); positioning (forms of positioning). 

Marketing Mix Variables: (Product and service mix - Product, Price - objectives of pricing; factors to consider when pricing, pricing methods), Promotion (Promotion mix)  and place (distribution network; channel strategy; physical distribution management), 3Ps).

Marketing Planning: Market environment; market evaluation; market analysis, Marketing audits (competitive landscapes; market analysis). 

Marketing Research: Definition, role of marketing research, the marketing research process; ethical issues. 

Consumer Behaviour: Personal and organizational buyer behaviour, factors that influence organizational and personal buyer behaviour, consumer decision-making process.

Brand Management: Meaning of branding, role of branding, Brand equity, branding strategies, brand management. 

Business and Product: Business life cycle, Product types; Product levels, product life cycle. New product development. 

Sales Management: The sales function, key components of a sales function, Marketing and selling differentiated; forms of selling; qualities of a successful salesperson; training salespeople; customer relationship management (CRM); effective sales strategies.

Contemporary Issues in Marketing: digital marketing, digitalizing marketing processes, social media marketing and use of influencer, data protection, ethical issues in marketing, best practices.