Curriculum

GLOBAL MARKETING
INTERNET MARKETING
INTEGRATED MARKETING COMMUNICATION
SALES MANAGEMENT
DISTRIBUTION & RETAIL MANAGEMENT
PUBLIC RELATIONS
CONSUMER BEHAVIOR
PRINCIPLES OF MARKETING
PRINCIPLES OF ADVERTISING & MARKETING COMMUNICATION
ADVERTISING RESEARCH AND COPYWRITING
INDUSTRIAL MARKETING

Course Title : GLOBAL MARKETING
Course Code : MKTG 304
No. of Units : Three (3)
Pre-requisites : Mktg. 101 & Mktg. 102
Course Description :
This course is designed to expose the students to worldwide marketing. It includes the following:
•  The study of the significance, concepts and theories of world environment and business opportunities.
•  Strategic functions and marketing mix of global marketing.

Course Title : INTERNET MARKETING
Course Code : MKTG 420
No. of Units : Three (3)
Pre-requisites : MKTG 101, 201-205, 301-303
Course Description :
  Internet marketing is a major component of electronic commerce, the fastest growing area of business. This course provides an introduction to the field and explains its various roles in an organization's total marketing program. It explores Internet technologies as products in and of themselves, as a mass and personal communications tools, and as distribution/transaction channels. It will also address user characteristics and behavior, direct marketing and online strategies for relationship marketing. Lastly, the basics of web site design will be introduced.

Course Title : INTEGRATED MARKETING COMMUNICATION
Course Code : MKTG. 413
No. of Units : THREE (3)
Pre-requisites : MKTG. 203 & MKTG. 301
Course Description :
The objectives of this course are to help students to better understand the planning, implementation and evaluation of a marketing communications strategy. Key learning includes how to be creative and secure required results, how to react to marketing crises, how to decide if your communications are working and how to write a complete communications plan. Students put their learning to work during the semester by developing a communications plan for a company. This course is particularly relevant for students interested in careers in communications, including advertising and direct marketing; product, service and brand management; and media and entertainment.

Course Title : SALES MANAGEMENT
Course Code : MKTG 201a
No. of Units : 3 (Three)
Pre-requisites : MKTG 101
Course Description :
The course describes the basic complexities of managing a sales organization with comprehensive knowledge of the basic fundamentals of sales administration, sales structure, sales personnel, distributor-dealer relationship, market management and salesmanship.

Course Title : DISTRIBUTION & RETAIL MANAGEMENT
Course Code : MKTG302a
No. of Units : three (3)
Pre-requisite : MKTG 101 to MKTG 204
Course Description :
The subject provides comprehensive coverage of retailing topics as well as up-to-date concepts of partnering, strategic alliances, just-in-time delivery, supply chain management, TQM and continuous quality improvement. It involves discussion on such late-breaking phenomena as internet retailing, interactive TV shopping, personalized shopper databases, the impact of globalization on retailing as entertainment, Retail Theater, and other evolving customized retail formats.

Course Title : PUBLIC RELATIONS
Course Code : MKTG 409
No. of Units : Three (3)
Pre-requisites : MKTG 101, MKTG 202-308
Course Description :
The study of the principles of Public Relations includes its roles, applications and functions in the overall marketing strategy, likewise, its tactical contributions to the attainment of the marketing objectives. Emphasis is placed on the following aspects of public relations that are taking on increasing importance: ethical and legal ramifications of various management decisions, crisis management, social marketing, and advocacy advertising.

The course assumes that students have ample knowledge of the marketing fundamentals with appreciation of marketing research and planning.

The course prepares the students for a more comprehensive work in the marketing practice, ensuring that graduates are not only competent and skillful, but more importantly, ethical; consider themselves as the social conscience of an organization.

Course Title : CONSUMER BEHAVIOR
Course Code : MKTG 202b
No. of Units : 3 Units
Pre-requisite : MKTG101& MKTG 102
Course Description :
This course is designed to expose students to four important dimensions:
1. Greater macro/societal orientation and focus on consumerism (consumer rights, societal/policy implications of consumer behavior)
2. Fuller integration of Behavioral concepts with strategic applications.
3. Communication Processes
4. Ethical issues in businesses and marketing

Course Title : PRINCIPLES OF MARKETING
Course Code : MKTG 101
No. of Units : Three (3)
Course Description :
The course is designed to help the students experience, apply and learn the basic concepts and practices of marketing in a wide variety of settings; in product and service firms, consumer and business markets, profit and non-profit organizations, domestic and global businesses.

Course Title : PRINCIPLES OF ADVERTISING & MARKETING COMMUNICATION
Course Code : MKTG. 203
No. of Units : THREE (3)
Pre-requisite : MKTG. 201 & MKTG. 202
Course Description :
This course approaches advertising and promotions from an integrated marketing communication (IMC) perspective by coordinating all of the promotional mix elements to develop effective communication programs. It stresses the integration of advertising with other promotional mix elements and to understand their role in the overall marketing program.

CourseTitle : ADVERTISING RESEARCH AND COPYWRITING
Course Code : MKTG. 303
No. of Units : THREE (3)
Pre-requisite : MKTG. 204
Course Description :
This course is designed to provide students with a lively, stimulating, real world perspective of advertising research. The focus of the program is to give student an introductory understanding of the formal discipline of advertising research using a scientific research methodology. The course is organized into two parts. The first part discusses the context in which advertising research is conducted, while the second part presents specific research topics and techniques.

Course Title : INDUSTRIAL MARKETING
Course Code : MKTG. 307
No. of Units : THREE (3)
Pre-requisite : MKTG. 101, 202-205
Course Description :
This course is designed to provide vital knowledge and concepts directed towards successful marketing management and decision making in relation to business-to-business transactions. It covers the following aspects:
•  Marketing to Organizations like factories and mill, hospitals, universities, school systems, local state and government agencies.
•  Buying centers, segmentation and telemarketing.
•  High Technology Organization
•  Product Support Activities