The objective of the course is to help students understand the principles and practices of marketing communications, involving tools used by marketers to inform consumers and to provide a managerial framework for integrated marketing communications planning. Topics: the role of integrated marketing communications, organizing for advertising and promotion, consumer behavior perspective, the communication process, promotional objectives and budgets, creative strategy, media planning and strategy, broadcast/print & support media, direct marketing, sales promotions, PR and publicity, personal selling, international promotion, business-to-business promotions, and regulations and ethics.
Course Catalogue
Course Code: MKT 602
Course Name:
Integrated Marketing Communication
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Course Code: MKT 603
Course Name:
Personal Selling and Sales Force Management
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course covers professional selling practices and philosophies, and provides an introduction to the basic activities of sales management: training and recruitment, performance evaluation, sales force compensation, budgeting, time and territory management. Personal selling skills including developing and qualifying prospects, creating a sales presentation, closing techniques and servicing the sale, will be covered. Sales ethics, account relationship management and aspects of motivating sales force will also be included.
Course Code: MKT 604
Course Name:
Brand Management
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
An in depth understanding of the psychological aspects of consumers’ awareness, preference, and loyalty to brands is vital in developing strategies for long-term company growth. This course will provide appropriate theories, models and other tools on which to make better product and branding decisions. Particular emphasis will be placed on decision-making by consumers between brands and products, developing critical skills in building the product portfolio, measuring brand performance, and developing, implementing, and monitoring brand equity strategies.
Course Code: MKT 605
Course Name:
Digital Marketing
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
At the heart of marketing lie the consumer and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey.
Course Code: MKT 606
Course Name:
Marketing Research
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course is designed to provide students with knowledge and skills of conducting research with special emphasis on business market research. Topics include preparing a research proposal, problem formulation, research design, data collection methods and analysis, hypothesis testing (including non-parametric methods), correlation and regression analysis, and analysis of variance.
Course Code: MKT 607
Course Name:
Strategic Marketing
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course develops skills in the application of marketing strategy and implementation at the senior management level. It includes strategies to develop sustainable competitive advantages based on analysis of customer decision making and competitor behavior; development of comprehensive marketing plan and implementation of marketing tactics.
Course Code: MKT 608
Course Name:
Marketing Analytics
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Introduces concepts, data analysis techniques and software tools for making key marketing decisions including segmentation, targeting, positioning, forecasting, new product design and resource allocation.
Course Code: MKT 609
Course Name:
Service Marketing
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Examines how services organizations differ in many important respects from other business requiring a distinctive approach to marketing strategy, development, and execution. Considers private, public, and not for profit service organizations in Bangladeshi context.
Course Code: MKT 610
Course Name:
Channels of Distribution
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
This course teaches the students how to make decision regarding physical distributions of products to consumers. It addresses channel structures including retail, wholesale and other agency relationships. Emphasis is placed on understanding how to design, implement, manage and evaluate a channel strategy.
Course Code: MKT 611
Course Name:
Advertising and Promotion Management
Prerequisite:
All major core courses
Credit Hours:
3.00
Detailed Syllabus:
Explores the important issues in making marketing communication decisions. Discusses advertising, reseller stimulation, personal selling, publicity and other tools as a part of an overall promotional mix. Emphasis is placed on understanding psychological principles in consumer behavior that facilitate the development of marketing communication programs.