Course Title

Introduction to Marketing Management

Course Number

453220

Instructor Name

Firas Alnasr

Contact Information

[email protected]

Semester(s) and academic year(s)

Second Semester 2025

Compulsory / Elective

Compulsory

This course provides an in-depth understanding of marketing principles, strategies, and management techniques. Using Marketing Management by Dawn Iacobucci as the primary textbook, students will explore consumer behavior, market research, branding, pricing, digital marketing, and strategic decision-making.

By the end of this course, students will be able to

• Understand fundamental marketing concepts and their applications.
• Analyze consumer behavior and market trends.
• Develop and implement strategic marketing plans.
• Utilize marketing research and analytics for decision-making.
• Apply digital marketing strategies effectively.
• Manage branding, pricing, and promotional strategies.

Upon successful completion of this course, students will be able to:

1. Understand Core Marketing Concepts

   • Define marketing and its role in business and society.
   • Explain the key principles of marketing management, including market orientation and value creation.

2. Analyze the Marketing Environment

   • Identify and evaluate internal and external factors affecting marketing strategies.
   • Understand consumer behavior and market segmentation to develop targeted marketing plans.

3. Develop and Apply Marketing Strategies

   • Learn the marketing mix (4Ps: Product, Price, Place, and Promotion) and how to integrate them effectively.
   • Understand positioning and differentiation strategies to enhance competitive advantage.

4. Evaluate Customer Needs and Behavior

   • Analyze consumer decision-making processes and factors influencing purchasing behavior.
   • Learn techniques for market research and data analysis to inform marketing decisions.

5. Understand Digital and Social Media Marketing

   • Explore the role of digital platforms and social media in modern marketing.
   • Develop skills in content marketing, SEO, and social media advertising.

6. Develop Skills in Brand Management

   • Understand brand positioning, brand equity, and brand communication strategies.
   • Learn how to build and sustain strong customer relationships through branding efforts.

7. Apply Marketing Ethics and Social Responsibility

   • Recognize ethical considerations in marketing practices.
   • Understand corporate social responsibility (CSR) and sustainable marketing principles.

8. Develop Practical Marketing Skills

   • Create and present marketing plans based on real-world business scenarios.
   • Work in teams to analyze case studies and solve marketing-related challenges.

9. Measure Marketing Performance

   • Learn key performance indicators (KPIs) for assessing marketing effectiveness.
   • Apply analytical tools to track and measure marketing success.

10. Adapt to Global Marketing Trends

• Understand the impact of globalization on marketing strategies.
• Learn how to adapt marketing plans to different cultural and economic environments.

• Marketing Management (6th Edition) by Dawn Iacobucci, 2022.