MAR 3388: International Marketing (July 2024)

This elective course aims at providing students with conceptual and practical understanding of international marketing process. The areas covered are: an overview of international marketing, analysing international marketing environment, entry strategies into international markets, formulating international marketing strategies and controlling international marketing process.

MAR 3287: Entertainment and Event Marketing (July 2024)

This elective course aims at imparting knowledge of applying relevant marketing tools in entertainment industry and; creating, delivering, and communicating a value through events to enhance the customer experience and brand engagement. The areas covered are: introduction to entertainment industry and its dynamics, analysis of audience behavior, application of entertainment marketing mix, and apprehension the link between brands and events, conceptualization and design of an event, event operations and evaluations in event marketing. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Integrated Marketing Communication, Product and Brand Management, Consumer Behaviour and Digital Marketing.

MAR 3386: Hospitality and Tourism Marketing (July 2024)

This elective course aims at providing an understanding of the theories and practices in hospitality marketing with special emphasis on travel and tourism industry. The areas covered are: the role of hospitality marketing in the economy, global trends in the hospitality and tourism industry, devising competitive strategies, managing customer loyalty programs and promoting sustainable practices.

MAR 3286: Hospitality and Tourism Marketing (July 2024)

This elective course aims at providing an understanding of the theories and practices in hospitality marketing with special emphasis on travel and tourism industry. The areas covered are: the role of hospitality marketing in the economy, global trends in the hospitality and tourism industry, devising competitive strategies, managing customer loyalty programs and promoting sustainable practices. This course requires prior knowledge on Marketing Management, Advanced Marketing Management and Services Marketing.

MAR 3283: Strategic Marketing (July 2024)

This core course aims at facilitating undergraduates to blend, coordinate and synthesize their knowledge and skills to develop appropriate marketing strategies in achievement of the organizational objectives. This course provides undergraduates with conceptual and practical knowledge on strategic marketing process, strategic marketing analysis, strategic direction and strategy formulation, strategic implementation and control. This course requires prior knowledge on Macro and Micro Economics, Principles of Management, Marketing Management, Advanced Marketing Management, Consumer Behaviour and Financial Management.

MAR 3282: Digital Marketing (July 2024)

This core course aims at providing knowledge on digital and interactive marketing tactics to blend with overall strategy of an entity. This basic course introduces digital marketing technologies and their applications and usefulness in marketing. The areas covered are: introduction to digital business models, digital media planning, social media marketing, search engine marketing, display banner advertising and web-based marketing. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer Behavior and Integrated Marketing Communication.

MAR 3281: Marketing Research (July 2024)

This core course aims at providing conceptual and practical knowledge on models, methods and techniques of marketing research by enhancing students‘ skills in conducting marketing research. Areas covered are: introduction to marketing research, importance of research to marketing, role of theory in research, identification of research problem, formulation of research design, management of field works and, presentation of data and analysis. This course is primarily oriented towards successful completion of a marketing research project. The course requires prior knowledge on Business Statistics, Marketing Management, Advanced Marketing Management and Research Methodology.

MAR 3380: Services Marketing (July 2024)

This core course aims at providing an understanding of key theories, concepts, tools, models and practices in the development and execution of services marketing strategy for the business success. Particularly, the course expects to provide an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. The areas covered are: Distinctive and New Perspectives on Marketing in the Service Economy, Consumer Behaviour and Customer Involvement in Service Setting, Customer Satisfaction and Service Quality, Internal Marketing, Relationship Marketing and Customer Loyalty, Service Product Strategy, Managing the Service Delivery Process, Pricing of Services, Service Communication Mix, Customer Service & Service Recovery and Managing Capacity and Demand. This course requires prior knowledge on Marketing Management and Advanced Marketing Management.

MAR 3379: Product and Brand Management (July 2024)

This core course aims at providing students with contemporary knowledge on management of existing products, development of new products and management of brands and brand equity. The areas covered are: meaning and role of products; managing product mix decisions; new products development; product life cycle strategies; developing brand strategies; implementing brand marketing programs; measuring and interpreting brand performance; and growing and sustaining brand equity. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Integrated Marketing Communication, Services Marketing and Consumer Behaviour.