Marketing Courses (KMKC)
KMKC301 Consumer Behaviour
This course discusses the importance of understanding customer needs, determinants of buyer behaviour, and insights from economics, psychology, sociology and anthropology. Other topics to be treated include: the diffusion process; needs satisfaction and buyer’s behaviour and also how buyers perceive themselves and the product. The course also discusses the meaning of motivation research, stages of the buying process and the participants in the buying process; techniques and limitations of motivation research; Market segmentation and product positioning.
KMKC304 Advertising and Sales Promotion 3 Credits
This course examines the communications process and models of persuasive communications; advertising research; advertising campaign components; advertising campaign planning; advertising/media scene; media concepts; media planning and strategy; advertising campaign planning, execution and evaluation; advertising agencies; sales promotion types and techniques; sales promotion strategy; measuring the effectiveness; of the promotional program; regulations of advertising and promotion; Extending marketing communication to social communication, personal selling, international advertising, interactive advertising, advertising laws, social, ethical and moral issues.
KMKC303 Sales Management 3 Credits
The goal of this course is to examine the elements of an effective sales force as a key component of the organization’s total marketing effort. The course helps students to understand the potential impact of marketing in achieving organizational goals. Topics to be treated include: the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating and retaining salespeople. Students will learn to apply the discussion topics through a series of interactive projects throughout the course.
KMKC306 Product and Brand Management 3 Credits
This course looks at product and brand management. Topics to be discussed include: Introduction to Branding, Brand Equity, Customer-Based Brand Equity, Identifying and Establishing Brand Values, Designing and Managing |Brand Elements, Building Brand Image and Customer Loyalty, Planning and Implementing Brand Marketing Programs, Managing Brand Knowledge, Measuring Brand Equity – Qualitative and Quantitative Methods; Brand Management and New Product Development; the Brand Report Card, Brand Architecture and Extensions; Branding and Distribution and Pricing Policies; Branding IMC and Brand Equity; Measuring Brand Performance, Brand Differentiation and Positioning; Growing and Sustaining Brand Equity; Service Branding, Internet Branding, Global Brands, Managing Brands Overtime, Brand Rejuvenation – Rebranding and Repositioning.
KMKC401 Integrated Marketing Communications 3 Credits
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. The course primarily takes the marketer’s perspective, requiring you to consider and critically evaluate factors influencing both the design and implementation of comprehensive, integrated marketing communication (IMC) programs. The course introduces students to the role, benefits, and challenges of IMC. It also tackles marketing communication tools such as advertising, direct marketing, sales promotions, PR and publicity, and personal selling. The course also examines the marketing communication planning, implementation, and control processes as well as brand communication strategies.
The course focuses on Public Relations, Advertising, Sales Promotion, Direct Response, and other functional marketing communications. The focus is on strategy and planning, with students concentrating on integrating targets, timing and message strategies, and looking at both Ghanaian and global marketing communication practices.
KMKC403 Marketing Research 3 Credits
This course discusses: The Role of Marketing Research in Managerial Decision Making, The Marketing Research includes the research approaches Quantitative, Qualitative and Mixed Method, Research Designs: exploratory, causal, descriptive, survey, case studies, etc, Problem Identification and Solving, Questionnaire Design, Measurements and Scaling, Sampling, Data Analysis using the software (Excel, SPSS, etc), Descriptive statistics (central tendencies, frequency, standard deviation, variance) and inferential (Pearson Coefficient Correlation, Chi-Square, Regression ) and Data Reporting/ Presentation/ Report Writing.
KMKC405 Electronic Business 3 Credits
This course is designed to introduce students to e-business. Topics covered include: e-business Evolution and Opportunities; Categories of e-business; e-business Models; Network Infrastructure and Web-based tools for e-business; e-business Risks and Risks Management; Network Security and Firewall; Cryptography Environment of e-business; ERP/SCM/CRM and Web-based Marketing; Business Intelligence and Intelligent Systems; Data Warehousing and Data Mining; Implementation of e-business Systems & Change Management.
KMKC402 Strategic Marketing Management 3 Credits
This course looks at the Concepts and Elements of Strategic Marketing; Market Oriented Organisations, Situation Analysis, Understanding the Marketing Environment, Customers and Competitors; Financial Analysis and Forecasting Techniques; Strategic Tools (BCG, Ansoff Matrix, etc.); Segmentation, Targeting and Positioning Strategies; Portfolio Analysis, Brand Management Strategies (Global Marketing Management Concepts); Supply Chain Management; Pricing Strategies; Integrated Marketing Communications; Strategy Implementation and Control.
KMKC404 Services Marketing 3 Credits
This course will examine the conceptual, strategic, and operational issues pertaining to service marketing. The course will guide students to understand the theoretical and normative issues of services marketing. Students would be led to investigate, assess, and resolve quality problems. Additionally, the course is designed to enhance students’ understanding of the impact of customer and employee participation in the delivery of quality service and how to develop, implement, and control profitable service marketing strategies.
KMKC406 International Marketing 3 Credits
Competition in today’s rapidly changing environment is moving towards the internationalization of their business operations. Therefore, there is a need for a planned and systematic approach to the internationalization process if success is to be achieved. The difference between domestic and international marketing lies in the increased scope, risk, and complexity faced by international marketing due to increasing levels of uncertainty from operations in diverse areas as international marketing research, environment, foreign entry mode among others. This course examines the impact of economic, cultural, political, legal, and other environmental influences on international marketing. Within this context, students will learn how to identify and analyze worldwide marketing opportunities and examine product, pricing, distribution, and promotion strategies. The course is therefore designed to introduce students to theory, nature, and practice of international and export marketing.
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World
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