The heart of any business lies in its marketing techniques. The growth of the business depends on successful marketing. The dynamic nature of the subject requires marketers to be in constant touch with the market to be able to identify the market needs and satify them accordingly. This requires a good understanding of social and economic trends, flexibility, and proactivity on the part of businessmen to be able to serve the needs of customers for profit.
This course provides an in-depth knowledge and hands on application of contemporary marketing in order to give participants the the confidence to practice what will enable them succeed in business.
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
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.
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
Marshall & Johnston, Marketing Management, McGraw Hill
Kotler & Keller, 14th ed., Marketing Management, Prentice Hall
Naresh K. Malhotra: Marketing Research: An Applied Orientation, Pearson Education, Asia.
Zikmund G. William: Exploring Marketing Research, South Western Learning Centre, Oklahoma, 2000.
Assessment will based on group and individual projects