Marketing Management

This course covers the marketing process and examines the range of marketing decisions that an organization must make in order to sell its products and services. The student will be introduced to a marketing mindset, discovering the consumer focus of marketing. The course will familiarize the learner with the art and science of marketing a product.

This course provides students with the required skills to produce clear written communication which is concise and persuasive and which helps enhance the competitive advantage of the company. Topics include reports, proposals, tenders and letters, commercial correspondence and effective reports. Furthermore, the course examines the seven aspects of a dynamic presentation, shows methods of structuring, visualizing and delivering the message. The class will help you improve your confidence and will examine the theoretical and practical concepts and problems of public speaking. All presentations will be videotaped and handed out to you for analysis.

This course explores the legal and ethical framework in which businesses operate. Sources and areas of business law are presented and compared internationally. Students also learn to critically analyze and evaluate the behavior of business owners, managers, and employees. Given heightened consumer scrutiny of corporate ethical conduct, a portion of the course will focus on how managers can navigate ethical dilemmas, meet the expectations of customers, employees, suppliers etc. and flourish as good corporate citizens.

The global environment of today and the increased cultural diversity in business require culturally-aware managers in both domestic and international markets. This course enhances the communication skills which may be utilized to improve business relations within an intercultural context, focusing on cultural and cross-cultural management.

In this course, we emphasize the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. Communication is, of course, essential in any relationship. Building and managing relationships with consumers and customers has a direct bearing on marketing communications. Marketing communications helps define an organization’s relationships with customers not only by the kind of messages exchanged, but also by the choice of media and occasion to suit their customers’ preferences.

The need for effective public relations in both the private and public sectors is growing rapidly, especially with the prevalence of social media and online communities of interest. This course teaches students the importance of developing a favorable public opinion towards the organization, firm or individual and how to apply the principles of public relations in a strategic manner. Included is a preliminary review of communication planning, crisis communication and issues management. Special attention will be placed on public relations in online media.

This course will convey essential economic concepts and analytical tools. The course covers the definition of an ideal economic outcome, how markets work to achieve this outcome under ideal conditions, and what happens when conditions deteriorate. The course also covers the role of government in creating the proper environment for private markets to work well, and how government can improve outcomes under adverse conditions. Major topics include consumer choice, production decisions, market structures, fiscal and monetary policies, unemployment, inflation, international trade, and exchange rates.

This course explores the concepts of corporate finance, investments and capital markets. Throughout, attention is given to trade-offs of risk and return in financial decision making. Issues presented include the time value of money, the nature of financial markets, financial analysis and planning, security valuation and capital markets, capital budgeting, IRR, the Profitability Index, Net Working Capital, credit policies and receivables management.

Examines the sales management process of the company, as well as the different methods of sales that can be applied in business. The course will review planning, staffing, training, directing and controlling the sales team, and will develop the skills of the you in sales.

This course explores the basic concepts of managing, planning and controlling an organization. It begins with the process of building leadership skills and lays a solid base for the difficult tasks of human resources management. The course focuses on communication, decision making and leadership for administrative and managerial positions in business and government.

This course shows how brand considerations (with a strong emphasis on online media), can be linked closely to a business and/or product strategy. Specifically, students will learn to identify and develop brand positioning and values, evaluate brand equity, plan and implement brand marketing programs and retain brand loyalty and attachment. Special focus will be placed on brand marketing in the digital world.

This course deals with the contemporary issues of improving organizational and individual effectiveness, globalization, organizational culture, leadership, introducing and managing change, the use of teams/groups, changes in technology, organizational restructuring, changed employment relationships, and the diversity of the workforce. The course examines both the social and economic roles of the company and studies individual and group behavior within these institutions.

This course provides a complete overview of all aspects of digital marketing. Students are familiarized with essential digital technologies and electronic marketing tools. They learn how to assess various digital channels and select those most suitable for their strategic objective. Students also learn to formulate effective digital marketing campaigns that are aligned with their marketing objectives and to create attractive user experiences. Social media risks, challenges and ethical issues concerned are also discussed.

The course provides the foundation for understanding information systems and examines IT-related roles, functions and strategies in today’s business environment. The course will cover the principles and concepts of IS, the motivation for using IS in business, the technologies implemented and their applications, and the reciprocal relationship between the organization and information technology.