Area of Study
Taught In English
Completion of BM4502 Marketing Principles, or BM4501 Marketing Practices, or
equivalent introductory marketing study.
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits4
Recommended U.S. Quarter Units0
Hours & Credits
This module focuses on building a deeper understanding of selected key marketing
concepts and principles and their application to contemporary marketing problems
across a range of business and non-profit scenarios. You will develop presentation skills
and the ability to make practical recommendations for real brands, which will give you
the chance to sample the realities and expectations of your potential future work
Topics covered include:
? The marketing concept; marketing philosophy and market orientation.
? Consumer value: value as a central notion in marketing; service dominant logic;
? Understanding buying behaviour: who buys what, how and why?
? Defining the customer: segmenting markets; identifying target audiences.
? Positioning the product: positioning strategies; perceptual mapping.
? Branding the product: building and managing successful brands; brand strategies;
extensions; new product development (NPD).
? The integrated marketing communications mix; main elements of the mix; social
and new media;
? Direct and digital marketing communications
? Creativity in advertising; developing advertising campaigns.
? Marketing of services: special characteristics of services; service quality; gaps
model; customer experience
? Building marketing relationships: relationship vs. transactional marketing.
? Marketing of services, word of mouth communications.
? Research for marketing: getting information for marketing decisions; quantitative
and qualitative research design; questionnaire development.
? Marketing in the non-profit and public sectors: the non-commercial marketing
context; social marketing; issues facing charities and non-profits.
? Marketing strategy and planning
? Ethics in marketing and marketing communications: societal responses to ethical
issues in marketing.
Teaching: Lectures and practical workshops
STUDY OPTION 1:
? Practical: Group assignment (40%)
? Coursework: Individual portfolio (60%)
STUDY OPTION 2:
? In class test
? In class group presentation
? individual assignment (search and find)
STUDY OPTION 3:
Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.