Department of Marketing Management (MA)

ADMA 101 MARKETING FUNDAMENTALS 3 Credits A study of various Business concepts in comparison with the Marketing concept; the application of the Marketing concept in different organisations. Establishing a marketing culture within organisations. The Marketing management process including the marketing research process and its importance in identifying and analysing customer needs. Developing marketing strategy and the marketing mix: markets defined, market segmentation, targeting and positioning for competitive advantage. Product and service strategies: Definitions, classifications, and product decisions. New product development and Life-Cycle strategies. Distribution Strategy: Channels decisions, Channel management, and physical distribution and Logistics management. Customers care strategy and programmes. ADMA 201 MARKETING MANAGEMENT I 3 Credits General concept and description of marketing. The marketing mix concept. Responsibilities of Marketing Administration. The basic Marketing Institutions (Middlemen) - Determination of market demand, activating market supply and influencing market demand. Framework for Market Opportunity Analysis. Marketing Intelligence, Social and Economic Environments of markets. Marketing competitive systems environment. The buying process for customer systems. Consumer Market Analysis, Industrial Market Analysis, International Market Analysis, Marketing, Planning and Responsibilities of Marketing Administration. Establishment of goals for marketing operations. Marketing organisation and budgeting of marketing resources. Evaluation and control of marketing performance. ADMA 202 MARKETING MANAGEMENT II 3 Credits The company and society, Decision-making in Marketing. Demand Analysis and Forecasting Market Segmentation, Pricing Techniques; Pricing: factors affecting pricing decisions, new product pricing strategies, product mix pricing strategies, Price adjustment strategies, price changes. Distribution Management; Marketing Programming; Strategy in the Market Placecompetitors; Strategy in the Market Place - Customers and Products; Establishing Marketing Objectives; Improving Productivity in Marketing. ADMA 204 MONEY AND BANKING 3 Credits A study of the role of money depository institutions and financial markets, and their impact on Ghana and world economies. Topics include monetary theory and policy, the functions of banks and other financial institutions, financial deregulation, money and capital markets, interest rates and foreign exchange rates, international finance, including Third World debt problems. ADMA 205 BEHAVIOURAL ASPECTS OF MARKETING I 3 Credits This course treats the principles of behavioural science, psychological concepts, attitude formation, social aspects of human behaviour, behaviour patterns of organisations, channel of communications, social decision theory. ADMA 208 BEAHVIOURAL ASPECTS OF MARKETING II Continuation and application of ADMA 205 3 Credits

ADMA 206 ADVERTISING PRINCIPLES AND PRACTICE 3 Credits Definition, scope and objective: Relations with other variables in the marketing mix. Attributes of a good advertisement. Advertising campaign planning and execution. Media planning, media scope, factors influencing media selection, comparative media study. Measuring advertising campaign effectiveness. The advertising agency, its organisation, structure, function, remuneration, agency/client relationship. Advertising and the national economy, advertising controls and ethics: Legal controls and practitioners code of ethics (voluntary controls). ADMA 211 PUBLIC RELATIONS 3 Credits Definitions, nature and scope of PR. The role of PR in the marketing communications mix. Corporate image building and sustenance in a changing environment. Information to the sustenance in a changing environment. Information to the principles and practice of PR in different organisations Commercial and non-commercial organisations. Creation and maintenance of understanding between the organisation and its publics include; government, consumer associations, the local community, and media relations. PR techniques and decision, planning and execution of PR programmes. Evaluation of effectiveness. ADMA 214 ENTREPRENEURSHIP 3 Credits Exploring business opportunities in the environment. Setting up a new business. Exploring sources of capital. Registration of the enterprise (Companies Code, 1963). Organising for production: market research for identifying market opportunities. Recruitment of appropriate labour. Determining cost of promotion, sourcing for raw materials. Organising for marketing and sales. Study of import principles and application. Relating to the community. Study of typical problems affecting small-scale entrepreneurs- lack of finance, marketing skills, management skills, etc. Periodic evaluation of performance. ADMA215/216PRINCIPLES&PRACTICEOFPURCHASINGI&II 3Credits An introduction to the theory and its application which underpins the business functions of purchasing and supplies management. Students will be introduced to the buying function in organisations. ADMA 301 MANAGEMENT INFORMATION FOR MARKETING 3 Credits A study of the Marketing Research process and its role in the marketing decision-making process. Marketing Research: Nature, Definition, scope and limitation. Distinction between Market Research and Marketing Research. The role of Marketing Research in the Marketing decision-making process; the value of research information. The role of Marketing Research in Marketing Information Systems (MKIS) and Marketing Decision Support Systems (MDSS). The Marketing Research process: Marketing problem definition and Research Design: Uses and Limitations of various Data Sources: Secondary Data, Primary Data. Evaluation of Data Collection Methods: Surveys, Experiments, Observation, Importance of the Questionnaires: Form Design and Evaluation

of various methods of Questionnaire administration: Personal interview, postal, telephone consideration of cost, response validity and accuracy. The sampling Design Process Definition of Target population, Determining the sample frame, determining the sample size, sampling techniques Random, quota, stratified, cluster, etc. Probability theory and its application in field research. Data preparation and analysis. Report preparation and presentation. Ethical dimension. ADMA303/304STRATEGICMARKETINGMANAGEMENTI&II 3Credits A study of the strategic Marketing management process and the development of the marketing plan. Relationship between corporate planning and marketing planning. The basis of planning, implementation and control of marketing activities the planning cycle, the nature and role of strategic, tactical and contingency planning. Management and marketing information systems: The contribution of marketing research to each stage of the planning process. The implication of organisational structures and management cultures. The Strategic Marketing Management process: a. Where are we now? - The marketing audit and SWOT analysis. b. Where do we want to be? (Strategic Direction & Strategy) Corporate missions, objectives, structural market and environmental analysis, market segmentation, targeting and portioning. The for mulation of marketing strategy, critical success factors, sales and technological forecasting. c. How might we get there? (Strategic Choice and Evaluation): Tactical management of the marketing mix, resource implications of mix decisions. Consumer and resource implications of mix decisions. Consumer and buyer behaviour models. d. How can we ensure arrival? Strategic implementation, performance monitoring, evaluation and control. ADMA 305 INTERNATIONAL MARKETING I 3 Credits Major trends in economic growth and parallel of marketing development. Development of Foreign Trade. Foreign Trade Organisations (GATT, UNCTAD, ECOWAS, CAP) Cultural, political and legal environments of international markets. Determinants of international marketing task. The international Marketing Manager. International Marketing intelligence. International Product Policy, Entering Foreign markets. Managing Foreign Distribution. Management of International Logistics Advertising - constraints on international marketing Programme. International promotion and Public Relations, Pricing in International Marketing. International Market, Planning, Organization and Control. ADMA 306 SALES MANAGEMENT 3 Credits Definition, scope and role in the total marketing effort. Nature and scope of sales management. The Sales Managers job as distinguished from that of the Marketing Manager. Planning the operations of the sales force: The role of the Sales Manager in territorial planning; determination of sales forecasts,

quotas and targets, determination of the size of the sales force. Recruitment selection, training, and motivation, direction and control of the sales force. Evaluation of the territorial, sales performance. Supervision of warehousing and physical distribution functions, controls and documentation. Distributive Trade in Ghana. ADMA 308 INTEGRATED MARKETING COMMUNICATION 3 Credits Definitions and scope. Types of sales promotion: Consumer promotions, dealer/trade promotions, and sales force promotions. The role of sales promotions in the promotional mix and the entire marketing communications mix, some specified sales promotional activities Direct mail shots, point of sale displays (windows, counters, shelves, floors), merchandising, trading stamps, raffles and sweepstakes, special discounts, etc. Planning and implementing sales promotional activities. Measuring effectiveness. ADMA 309 MARKETING COMMUNICATIONS STRATEGY 3 Credits Marketing communications- Definition and scope. The marketing communication mix the importance of integration, developing a theoretical understanding of the marketing communication process-consumer response to persuasive communications. The influence of the social, cultural, and economic environment. Managing the Marketing Communication Processidentification and analysis of marketing communication opportunities and the development of objectives, strategies and tactical plans. The importance of market segmentation, targeting and positioning. ADMA 311 BRANDS MANAGEMENT 3 Credits This course takes students through the stages in new product development and emphasises step by step, the stages from conception through commercialisation ADMA 403 SERVICE MARKETING 3 Credits This subject covers a wide variety of areas of marketing intangibles including services, organisations, persons, places and ideas. Nature and characteristics of a service: uniqueness, intangibility, inseparability, variability and perishability dimensions of a service. Marketing strategies for service firms: The service-profit chain, managing service differentiation, managing service quality, managing service productivity. Marketing Organisation, persons, places, and ideas. ADMA 405 RETAIL MANAGEMENT 3 Credits The course shows how retail outlets operate to serve both the producer and the consumer of commodities. ADMA 407 RELATIONSHIP MARKETING 3 Credits This course treats the measurement of customer retention and loyalty, modelling the profit impact of customer retention, word of mouth marketing, and customer and employee relationships.

ADMA 409 INTERNATIONAL MARKETING II 3 Credits Export management in the context of the international business environment. The export policy of Ghana. Organising for export. The Ghana Export Promotions Council. Traditional and Non traditional exports. The theory of freights. Modes of Export Transportation (land, sea, air, and postal system). Packaging for Exports. Export Documentation and Cargo Insurance. The role of the CEPS. Export Finance: ECGD - Export Credit. Guarantee services. Processing the Export Order. Exploring export markets (Export Marketing Research. Export facilitation organisations Banks, Insurance Co., Shipping agencies, National Standards Board.