This module unit is intended to equip trainees with knowledge, skills and attitudes that will enable him carry out marketing activities in an organization effectively

General objectives

  1. At the end of this module unit, the trainee should be able to:
  2. Recognize the importance of marketing management in the achievement of organizational objectives
  3. Apply the principles of marketing in marketing decisions
  4. Formulate marketing strategies for an organization for the achievement of marketing objectives
  5. Apply marketing management in its context of both internal and external environment
INTRODUCTION TO MARKETING MANAGEMENT Meaning of marketing management

Marketing concepts

Importance of customer relationships and satisfaction in the organization

Role of marketing in society

Task performed by marketing managers

The 8 ps of marketing

4 3 7
MARKETING ENVIRONMENT Meaning of marketing environment

Component of marketing environment

Effects of the environmental factors to the marketing activities of an organization

10 5 15
CONSUMER AND ORGANIZATIONAL BUYER BEHAVIOUR Meaning of consumer markets and organizational markets

Importance of studying consumer and organizational buying behavior

Decision making process for consumer and organizational markets for new products

Types of buying decisions for consumers and organizational markets

Role players in decision making



10 5 15
MARKET SEGMENTATION TARGETING AND POSITIONING Meaning of segmentation targeting and positioning

Bases of segmenting markets

Requirements for effective segmentation strategies

Market targeting strategies

Product positioning strategies



10 5 15
PRODUCT DECISION Meaning of product

New product development process

Levels of a product

Product decision

Marketing strategies for adoption process, product life cycle and adopter process

Causes of a new product failure


10 10 20
PRODUCT DECISIONS Meaning of price

Price strategies

Factors affecting price decisions

Steps involved in the pricing process

Reaction to price changes

10 10 20
DISTRIBUTION DECISION Meaning of distribution

Types of intermediaries

Functions of intermediaries

Role of retailing and wholesaling

Importance of channel integration and market systems

Causes of conflict and reasons for cooperation and competition

Importance of marketing strategies


10 10 20
PROMOTIONAL DECISIONS Meaning of promotion mix

Elements of promotion mix


10 5 15
SERVICE MARKETING Meaning of services

Characteristics of services

Elements of services mix

Marketing strategies used by services firms

Ways of managing services quality

Ways of developing brand strategies for services

Product support services management


10 5 15
EMERGING TRENDS AND ISSUES IN MARKETING MANAGEMENT Emerging trends and issues in marketing management

Challenges posed by the trends and issues in marketing management

Ways of coping with the challenges posed by the trends and issues in the marketing management


4 4 8





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