Business Marketing and Management Course

Lesson 1 • The Marketing Environment

Examines micro and macro forces that shape marketing decisions and opportunities. Students learn to identify environmental factors affecting business performance.

Lesson 2 • What Marketing Does for Business

Defines marketing's purpose, scope, and value creation role within an organisation. Establishes the conceptual baseline for all subsequent marketing study.

Lesson 3 • Marketing Ethics and Social Responsibility

Covers ethical obligations marketers hold towards consumers, society, and competitors. Connects ethical practice to long-term brand trust and business sustainability.

Lesson 1 • Business-to-Business Buyer Behaviour

Distinguishes B2B purchasing dynamics from consumer markets, including buying centres and procurement cycles. Prepares students to market effectively to organisational buyers.

Lesson 2 • Analysing and Interpreting Market Data

Covers quantitative and qualitative analysis techniques for turning raw data into insights. Connects data interpretation to strategic marketing decisions.

Lesson 3 • Consumer Behaviour Fundamentals

Explains psychological, social, and cultural factors driving purchase decisions. Links behavioural theory to practical targeting and messaging strategies.

Lesson 1 • Principles of Market Segmentation

Teaches demographic, psychographic, geographic, and behavioural segmentation bases. Students learn to divide heterogeneous markets into actionable, homogeneous groups.

Lesson 2 • Crafting a Positioning Strategy

Explains how to define a brand's unique place in the customer's mind relative to competitors. Connects positioning decisions to messaging, pricing, and product development.

Lesson 3 • Evaluating and Selecting Target Markets

Provides frameworks for assessing segment attractiveness and organisational fit. Students select target markets aligned with company resources and strategic goals.

Lesson 1 • Pricing Objectives and Strategies

Covers cost-based, value-based, and competition-based pricing approaches and their trade-offs. Students select pricing strategies consistent with positioning and business goals.

Lesson 2 • Product Lifecycle Management

Examines marketing strategies appropriate to each lifecycle stage: introduction, growth, maturity, and decline. Students adapt the marketing mix to lifecycle position.

Lesson 3 • New Product Development Process

Walks through the stages from idea generation to commercialisation. Students learn to manage innovation risk and align development with customer needs.

Lesson 1 • Logistics and Supply Chain Basics

Covers physical distribution, inventory management, and order fulfilment as marketing tools. Connects logistics efficiency to customer satisfaction and competitive advantage.

Lesson 2 • Distribution Channel Design

Explains channel functions, intermediary types, and channel design decisions. Students learn to match distribution structure to customer access needs and cost constraints.

Lesson 3 • Integrated Marketing Communications

Introduces the IMC framework for coordinating advertising, PR, sales promotion, and personal selling. Students learn to deliver a consistent brand message across all touchpoints.

Lesson 1 • Organisational Structure and Design

Examines functional, divisional, matrix, and flat organisational structures and their trade-offs. Students select appropriate structures based on strategy, size, and environment.

Lesson 2 • Organisational Culture and Change

Defines culture's components and its impact on performance, innovation, and employee behaviour. Students apply change management models to guide organisational transitions.

Lesson 3 • Management Functions and Roles

Covers planning, organising, leading, and controlling as the four core management functions. Students map managerial roles to each function using Mintzberg's role framework.

Lesson 1 • Strategy Execution and Monitoring

Covers balanced scorecard, KPIs, and strategic review cycles for translating strategy into action. Students design monitoring systems that keep execution on track.

Lesson 2 • Internal Capability Assessment

Uses value chain analysis and resource-based view to identify core competencies and weaknesses. Students evaluate internal strengths that can be used for competitive advantage.

Lesson 3 • Strategic Planning Process

Covers mission, vision, objectives, and the strategic planning hierarchy from corporate to functional levels. Students build a structured planning process for a business unit.

Lesson 4 • Competitive Strategy Formulation

Applies Porter's generic strategies and Ansoff's growth matrix to select competitive positions. Students formulate strategies that align internal strengths with external opportunities.

Lesson 1 • Campaign Measurement and Optimisation

Applies marketing metrics, attribution models, and A/B testing to evaluate and improve campaigns. Students use data to make real-time optimisation decisions during campaign flight.

Lesson 2 • Building a Strategic Marketing Plan

Synthesises situational analysis, STP, and marketing mix decisions into a cohesive written plan. Students produce a structured document ready for organisational review and approval.

Lesson 3 • Campaign Planning and Briefing

Covers campaign objectives, creative briefs, and agency or team briefing processes. Students translate strategic goals into actionable campaign briefs with clear success criteria.

Lesson 4 • Multi-Channel Campaign Execution

Manages campaign delivery across paid, owned, and earned media channels simultaneously. Students coordinate channel activities to maintain message consistency and maximise reach.