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Course Unit Description
Principles of Marketing Management is an introductory course designed to provide students with a comprehensive understanding of the fundamental concepts, theories, and practices in marketing management. This course explores the principles of marketing and their application in today’s dynamic business environment. Students will learn how to analyze market opportunities, develop marketing strategies, and effectively manage the marketing mix to create value for customers and achieve organizational objectives.
Learning Outcomes:
By the end of this course, students will be able to:
- Understand the fundamental principles and theories of marketing management.
- Develop effective marketing strategies and tactics to meet organizational goals.
- Apply marketing research techniques to gather and analyze data for decision-making.
- Recognize ethical and social responsibility issues in marketing and develop strategies to address them.
Assessment
To achieve a ‘pass’ for this unit, learners must provide evidence to demonstrate that they have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria.
| Learning Outcomes to be met | Assessment Criteria to be covered | Assessment type | |
| All 1 to 4 | All ACs under LO 1 to 4 | Exams |
Assessment Methods
Assessment methods will include a combination of the following:
• Written examinations
• Group projects
• Case studies and scenario analysis
• Practical demonstrations of in-flight procedures
• Reflective journals
• Presentations
• Peer evaluations
Resources:
• Textbooks and academic readings
• Online learning platforms
• Guest lectures from industry professionals
• Simulated in-flight scenarios and emergency drills
• Role-play exercises
• Videos and multimedia content showcasing passenger interactions and in-flight service techniques.
Indicative Reading List
- Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2022). Marketing Management (16th ed.). Pearson.
- Armstrong, G., & Cunningham, M. (2020). Principles of Marketing (18th ed.). Pearson.
- Jobber, D., & Ellis-Chadwick, F. (2020). Principles and Practice of Marketing (8th ed.). McGraw-Hill Education.
- Brassington, F., & Pettitt, S. (2017). Principles of Marketing (7th ed.). Pearson Education.
- Aaker, D. A., Kumar, V., & Day, G. S. (2017). Marketing Research (12th ed.). Wiley.
- Crane, A., & Matten, D. (2019). Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization (5th ed.). Oxford University Press.
- Belz, F. M., & Peattie, K. (2017). Sustainability Marketing: A Global Perspective (2nd ed.). Wiley.
- Pride, W. M., & Ferrell, O. C. (2020). Marketing: Concepts and Strategies (8th ed.). Cengage Learning.
- Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2019). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson.
- Hollensen, S. (2021). Marketing Management: A Relationship Approach (4th ed.). Pearson Education.
