MARKETING MANAGEMENT
- Ethel Ansah-Antwi |
|
Course Information
Course Objectives
By the end of this module, participants should be able to:
- Identify business opportunities, sources of funding and technical assistance and how to access them in order to establish or grow their businesses
- Develop an integrated marketing communications plan that uses a range of communications media that is well suited to reach the target market.
- Define a research problem, select and design a research instrument for data collection and prepare a market research report.
- Apply innovative practices in doing business
Topics
Main topics to be covered include : entrepreneurship, integrated marketing; customer relationship management, marketing communications, marketing innovation and marketing research.
Method of Delivery
This module will be instructor led hands on training with supervised labs / Projects /Online Sessions.
References
Entrpreneurship
- George G. and Bock AJ. 2008. Inventing Entrepreneurs. Prentice-Hall Pearson.
- Allen, 2012. New Venture Creation. Cengage.
- Storey & Greene, 2010. Small Business and Entrepreneurship, Prentice Hall FT,
Marketing and Innovation
- Joe Tidd and John Bessanat, Managing Innovation, Integrating Technological, Market and Organisational Change. 2009, 4th Edition
- Paul Trott, Innovation Management and New Product Development. Prentice Hall 2008 , 4th Edition
Integrated Marketing
- Marshall & Johnston, Marketing Management, McGraw Hill
- Kotler & Keller, 14th ed., Marketing Management, Prentice Hall
Marketing Research
- Naresh K. Malhotra: Marketing Research: An Applied Orientation, Pearson Education, Asia.
- Zikmund G. William: Exploring Marketing Research, South Western Learning Centre, Oklahoma, 2000.
Assessment
Assessment will based on group and individual projects
Coaches
Ethel Ansah-Antwi