Centre for Professional Development and Lifelong Learning

Management Studies

Marketing Management and Strategy

Marketing Management and Strategy

Overview

This course focuses on strategic marketing decision-making skills and best practices in the marketing arena in order to develop capable marketing personnel who have potential for growth. The core content includes analyzing markets; target marketing; planning techniques; marketing mix strategies, and implementation and control strategies. Specific attention is placed on strategic management principles that are pertinent to the marketing management process.

​​Mode of Delivery: Face-to-Face

What will I Learn?

On successful completion of the course, students will be able to:
  • Analyse markets by identifying the key micro and macro variables impacting on and in markets.
  • Explain target marketing and why it is important to contemporary marketing.
  • Apply strategic planning techniques to marketing campaigns.
  • Explain how to utilise marketing mix strategies in various situations.
  • Create a Marketing Plan that demonstrates the use of strategic management principles in the marketing management process.
  • Describe consumer buying behaviour.
  • Explain the international marketing process

Who Should do this Course

Individuals who meet the entry requirements for postgraduate level training, including those pursuing a career in marketing, especially those from junior to upper level management. In addition, persons who need to understand marketing such as those pursuing careers in international business and tourism would gain useful insights from taking this course.  

Important Information

  • Applicants must bring all required documentation to the Department of Management Studies, Graduate Section, for their application to be processed.
  • Individuals applying for postgraduate modules, whose native language is not English, must take tests,  to demonstrate English Language proficiency prior to registration, as identified in the Manual of Procedures re: Regulations for Graduate Diplomas and Degrees (Sec. 1, Para. 5).

At a Glance

  • Admissions Term: 2021/2022 Semester I
  • Date: Semester: 1 (September to December)
  • Time: Mondays, 5:10pm - 8pm
  • Duration: 12 weeks (36 hours)
  • Certificate Awarded: Postgraduate Professional Development Certificate of Competence
  • Course Code: MKTG 6000
  • Capacity: 10
  • Cost: BDS $2,050 (US $1,025) {with assessment} ; BDS $1,750 (US $875) {without assessment}
The following topics/concepts/theories/issues will be addressed:
  • Strategic Marketing
  • Consumer Behaviour
  • Target Marketing
  • Customer Relationship Marketing
  • Dealing with Competition
  • Product Strategy
  • Pricing Strategy, Distribution Strategy
  • Integrated Marketing Communications
  • Implementation and Control Strategy in marketing
For entry into this course, applicants must have at least an undergraduate degree, or five (5) years relevant work experience. Applicants may also be asked to provide an up-to-date Curriculum Vitae.
The course material will be delivered using a combination of direct instruction, and independent learning. The direct instruction will consists of explicit teaching and associated didactic questions. Students will also engage in class discussions. 
Students will be directed to online demonstration materials that explain how to develop Marketing Plans. For the individual assignments, which consists of quantitative decision making models, videos (screen casts) will be placed online for them to refer to.

Alfred Walkes, PhD