MRKT5003 - Marketing Management: Strategy, Impact, and Engagement

Credits: 3

In this course, students will assess marketing theories and concepts aimed at building strong relationships with target audiences within the modern digital age. Students will evaluate key elements such as market analysis, profitability, product development, promotion, pricing models, and distribution strategies, culminating in the development of an integrated strategic marketing plan. Emphasis will be placed on applying socially conscious marketing strategies across various contexts and evaluating marketing management tactics through success metrics that prioritize social impact. The course also includes an analysis of traditional marketing with purpose-driven approaches, enabling students to effectively engage target audiences through value-driven practices and ethical branding.