MAR 3278: Marketing Metrics

This elective course aims at providing knowledge on how marketing metrics can be used to measure marketing effectiveness and/or performance, as well as identify the key metrics that can be utilized to assess the efficiency and effectiveness of marketing activities of firms. Students are equipped with important tools and techniques to evaluate productivity and profitability of marketing investments. The areas covered are: basic principles of marketing metrics, design of basic marketing performance measurement systems, uses of appropriate metrics to measure effectiveness and efficiency of both tactical and strategic decisions. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Services Marketing, Consumer Behaviour and Product and Brand Management.

MAR 3277: Creative Strategy and Media Planning

This intermediary course aims at providing in-depth knowledge on two major aspects of developing and executing an effective marketing communication strategy: Creative Strategy and Media Planning. Creative Strategy facilitates students to sharpen knowledge and creativity in developing creative concepts for marketing communication campaigns.  ̳Media Planning‘ enablesstudents to acquire knowledge and practical exposure in selecting the appropriate Above-The-Line (ATL) media platforms to advertise and determine when, where and how a message should be placed under a given budget. The areas covered are: introduction to creativity in promotion, evolution of creative era, promotional writing and templates, content planning and third-party content management, media terminology, interpret syndicated research, gather audience measurements, conduct competitive analysis, create and evaluate marketing/media objectives and design effective integrated media plans. This course requires prior knowledge on Advanced Marketing Management, Integrated Marketing Communication and Digital Marketing.

MAR 3175: Sports and Personality Development II

As a continuation of Sports and Personality Development-I (MAR 2374), this core course aims at strengthening physical and mental health of the students to be balance human beings. The course focuses the inculcation of certain qualities needed to be professional marketers such as team building, leadership, punctuality, emotional stability, and compassion. This course is facilitated by a residential personality and skills development programme conducted outside the university.

MAR 3274: Professionalism in Marketing

This core course aims at shaping and moulding students‘ mindset with necessary skills and competencies to be professional marketers. This core course enables students to apprehend and inculcate qualities, traits and skills necessary for being unique professionals. The areas covered are: professional communication skills (verbal, non-verbal, written and listening), stakeholder management skills, effective presentation skills, coping stress and managing nervousness, negotiation skills, networking skills and character building. This skills-based course is conducted as a combination lectures, training workshops and events.

MAR 3273: Sales Force Management

This core course aims at providing the students with knowledge on concepts, theories and models applied in different sales contexts. The areas covered are: Introduction to sales management, Selling theories, Personal selling process, Recruiting, Selecting, Training and Compensating of sales force, Motivating sales force and Managing sales force performance. This course requires prior knowledge on Marketing Management and Advanced Marketing Management.

MAR 3272: Communication Skills III

This core course aims at empowering the learners to expand the language learning horizons to reach the intended level of language production. The stimulated contexts of learning are closely linked to the professional contexts the learners are likely to be engaged as employees in corporate settings. Thus, the course consists of two case studies combining learnings related to communication, presentation, sensitivity analysis, convincing and following up, and negotiation and conflict resolution. Further, the course consists of basics in academic writing to assist the learners to enhance their writing and presentation. This course requires prior knowledge on Business Communication I, Business Communication II, Communication Skills I, and Communication Skills II.

MAR 3271: Research Methodology

This core course aims at reinforcing student learning on the research process giving more emphasis on philosophies and quantitative and qualitative research methods applied in social research. The areas covered are: research philosophies and paradigms; problem definition and literature review; qualitative and quantitative research designs; qualitative and quantitative data collection methods;analytical tools for qualitative and quantitative data and; addressing ethical issues in conducting research. This course requires prior knowledge on Business Statistics, Marketing Management and Advanced Marketing Management.

MAR 3370: Integrated Marketing Communications

This core course aims at fostering the knowledge on Integrated Marketing Communications (IMC) including its role in the marketing mix. It emphasizes the role of different promotional tools in the IMC program of an organization to execute effective marketing campaigns with clear objectives. The areas covered are: identifying and analysing the target audience, setting communication obejctives and budgets, integrating and implementing conventional and contemporary communication tools, and evaluating effectiveness of the communication programme. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer behavior and Fine Arts.