Marketing Management Outline

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Al-Quds University –Jerusalem
Deanship of Graduate Studies
Institute of Business and Economics
Course Title : Marketing Management )
Credit Hours : (3) Three Hours
Semester : second semester 2012/2013 Methods of Instruction :lectures, discussion, case studies, and presentations. Lecturer : Salah Sawalmeh
Telefax : 02-2799497
E-mail : sodeh@econ.alquds.edu

Course Objectives

This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. The course addresses strategic issues such as: • What business should we be in?

• What are our long-term objectives?
• What is our sustainable marketing competitive advantage? • Should we diversify?
• How should marketing resources be allocated?
• What marketing opportunities and threats do we face? • What are our marketing organizational strengths and weaknesses? • What are our marketing strategic alternatives?
To ensure that students have a solid foundation of the fundamental marketing decision-making tools and management of all of the elements of the marketing plan. Through this in-depth semester-long project, students will be provided the opportunity to apply those marketing planning and decision-making skills.

COURSE DESCRIPTION

The characteristics and management of markets are described in topics that include the marketing environment, components of the marketing mix, market segmentation, and planning.

COURSE PERSPECTIVE

The course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. The marketing management process is important at all levels of the...
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