Marketing is one of the organizational functions responsible for defining customer targets and identifying the best way to satisfy the customers’ needs and wants competitively and profitably. The course will elucidate the roles of marketing management in enhancing business performance by applying market-oriented strategies to the organization. The importance of delivering customer satisfaction, responding to market diversity, real new product development, real-time marketing and recognizing global challenges in the context of integrated communications practices will be emphasized. The component of this course is divided into 50% coursework and 50% final exam.

The program is offered to produce a professional strategist, who is empowered with advanced knowledge and skills that can integrate, coordinate and navigate effectively through the diverse tools of the marketing mix and demonstrate these competencies through wisdom, creativity, analytical thinking, critical analysis, ethics and visionary thoughts, humanistic skills and sustainability values within a dynamic marketing communication environment. Upon completion of this course, the students would be able to:
1. Understand and analyze theories, principles and concepts related to marketing management and its relations to IMC.
2. Generate and develop new ideas in strategic marketing management and IMC.
3. Present and propose strategic marketing management ideas with clarity, confidence and relevant to the target audience.
4. Develop, identify and secure employment opportunities in IMC by analyzing new market needs and potential