Nineveh Business School center
Certificate in Marketing

   DESCRIPTION:

Marketing includes all business activities necessary for the transfer of ownership of goods and services and to provide for their physical distribution. Marketing embraces a wide area of highly specialized and technical occupations such as merchandizing and consumer and product research as well as general fields such as advertising, retailing, and professional selling. This program and its courses are designed to meet two specific needs: to provide an environment which will enable a student to develop mental skills, technical tools, and appropriate attitudes essential for professional achievement; and to provide an opportunity for cultural development which will enable both men and women to form intelligent judgments and opinions relating to those things which so vitally affect every day living.

  REQUIREMENTS:

The curriculum for this certificate consists of the Foundation Module (6 required courses listed below) and the Advanced Module of specific Case Studies  All coursework must be completed within 18 months (including up to 12 months for Module 1).

  REQUIRED COURSES:

MK001 Principles of Marketing (see ENTREPRENEURSHIP courses)

MK002 Advertising

MK003 Consumer Behavior

MK004 Marketing Management I

MK005 Marketing Management II

MK006 International Marketing

   PRINCIPLES OF MARKETING

   Course description:

This course covers role of marketing in business decision-making, marketing methods, market segmentation, consumer buying behavior, and effects of marketing on company’s profitability and image. It explores the complex interrelationships among product, price, promotion, distribution, customer service, packaging, and market research.

Prerequisite: No previous study of marketing and its components is assumed.

  COURSE OUTLINE:

Unit 1: Introduction to Marketing and Its Environment.

Unit 2: Selecting Target Markets Using Market Research.

Unit 3: Demographic and Behavioral Dimensions of the Market.

Unit 4: Product Planning, Management, and New Development.

Unit 5: Distribution Channel Systems.

Unit 6: Introduction to Promotion, Personal Selling, and Advertising.

Unit 7: Pricing Objectives and Price Setting.

Unit 8: Ethical Questions and Challenges.

Unit 9: General Overview.

    ADVERTISING

   Course description:

This course focuses upon a management approach to the use of promotion and advertising with an emphasis on the effective coordination of sales promotion activities. Some real-life business cases will also be introduced.

Prerequisite: MK001 (Principles of Marketing) and MG001 (Principles of Management).

   COURSE OUTLINE:

Unit 1: Promotion: Communication with a Purpose. The Elements of Promotion.

Unit 2: The Promotional Mix. The Hierarchy of Communication Effects.

Unit 3: Push and Pull Strategies. Determining the Promotional Budget.

Unit 4: Promotional Campaigns. The Ethics of Persuasion.

Unit 5: The Nature of Advertising. Planning and Developing Advertising Campaigns.

Unit 6: Creative Strategy. Producing an Effective Advertising.

Unit 7: Media Selection. Measuring the Effectiveness of Advertising.

Unit 8: Public Relations. Ethical Issues in Advertising and Public Relations.

Unit 9: Personal Selling and its Importance.

Unit 10: The Types of Personal Selling Tasks. The Creative Selling Process.

Unit 11: Executive Selling. Sales Management.

Unit 12: Ethical Issues in Sales and sales Management. Sales Promotion.

Unit 13: Summary and General Overview.

   CONSUMER BEHAVIOR

  Course description:

This course concerns a study of the dimensions of the consumer market and the decision-making processes of consumers through analyzing the economic, personal, and situational influences on the consumer market and on buying behavior. Some real-life business cases will also be introduced.

Prerequisite: MK001 (Principles of Marketing) and MG001 (Principles of Management).

   COURSE OUTLINE:

Unit 1: Information as a Basis of Effective Marketing.

Unit 2: Basics of Marketing Research.

Unit 3: Sales Forecasting – Research About the Future.

Unit 4: Definition of Consumer Behavior.

Unit 5: Individual Factors Shaping the Decision-Making Process.

Unit 6: Cognitive Process. Personality and Self-Concept.

Unit 7: Social Influences: Social Forces, Culture, Cultural Symbols, and Social Institutions.

Unit 8: Social Influences: Subcultures, Demographic Categories, and Social Classes.

Unit 9: Joint Decision Making. Social Situations and Roles.

Unit 10: Organizational Buying Behavior. Characteristics of the Business Market.

Unit 11: Three Kinds of Buying. The Buying Center.

Unit 12: The Nature of Organizational Demand. Summary and Overview.

     MARKETING MANAGEMENT - 1

  Course description:

This course analyzes policy-making and operating decisions of the marketing manager and the tools available to aid in solving marketing problems. This course particularly concentrates on product and service strategy. Some real-life business cases are introduced.

Prerequisite: MK001 (Principles of Marketing) and MG001 (Principles of Management).

   COURSE OUTLINE:

Unit 1: Classifying Products by the Nature of the Market.

Unit 2: The Product Line and the Product Mix.

Unit 3: Branding, Packaging and Labeling.

Unit 4: Product Warranties and Customer Service.

Unit 5: The Product Life Cycle.

Unit 6: Strategies for Modifying Existing Products.

Unit 7: Matching Products to Markets: Product Line Strategy and Product Portfolio.

Unit 8: Management’s and Consumer’s Perspectives of New Products.

Unit 9: Characteristics of Success.

Unit 10: New Product Development.

Unit 11: Ethical Considerations Associated with Introduction of New Products.

Unit 12: The Characteristics of Services.

Unit 13: The Total Service Product.

Unit 14: Service Marketing by Non-Profit Organizations.

Unit 15: Summary and Overview.

   MARKETING MANAGEMENT - 2

  Course description:

This course continues the analysis of policy-making and operating decisions of the marketing manager and the tools available to aid in solving marketing problems. This course particularly concentrates on distribution and pricing strategies. Some real-life business cases are introduced.

Prerequisite: MK001 (Principles of Marketing), MK004 (Marketing Management I), and MG001 (Principles of Management).

   COURSE OUTLINE:

Unit 1: Distribution in the Marketing Mix: A Key to Success.

Unit 2: Channels of Distribution: A System of Interdependency.

Unit 3: Ethical, Political, and Legal Forces in Distribution Management.

Unit 4: Retailing and Patterns of Retail Development.

Unit 5: Retail Management Strategies.

Unit 6: Wholesaling and Wholesale Management Strategies.

Unit 7: The Definition and Objectives of Physical Distribution.

Unit 8: Managing the Components of Physical Distribution.

Unit 9: Materials Management.

Unit 10: Price as a Marketing Mix Variable. Price in the Economy.

Unit 11: The Fundamentals of Pricing Strategy. Pricing Objectives.

Unit 12: Target Market Considerations. Know Your Costs.

Unit 13: An Overview of Pricing Strategies.

Unit 14: Exact Price and Price Adjustments.

Unit 15: Summary and General Overview.

   INTERNATIONAL MARKETING

  Course description:

This course approaches the topic of international marketing from a managerial perspective. Exposure to world environmental characteristics and interdependencies, as well as the objectives, strategies and tactics of marketing goods and services to various countries and countries. The concept of effective marketing management is also introduced.

Prerequisite: MK001 (Principles of Marketing) and MG001 (Principles of Management).

   COURSE OUTLINE:

Unit 1: Market and market Segmentation.

Unit 2: Four Strategies for Target Marketing.

Unit 3: Identifying Market Differences.

Unit 4: Segmenting Business Markets and Finding the Best.

Unit 5: Positioning: The Basic Focus for the Marketing Mix.

Unit 6: Global Competition and Trade (International Business).

Unit 7: The Importance of International Marketing (Research Paper).

Unit 8: Getting Involved in International Marketing (Project).

Unit 9: The Marketing Program.

Unit 10: Leadership and Interaction.

Unit 11: Information Management.

Unit 12: Control: reviewuating Marketing Performance.

Unit 13: Summary and General Overview.

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