*Course Outline* 

*Week 1:* Introduction to Marketing Management 

- Evolution of marketing, 4Ps/7Ps framework. 

*Week 2:* Strategic Marketing Planning 

- SWOT analysis, mission/vision alignment, competitive advantage. 

*Week 3:* Consumer Behaviour & Market Research 

- Decision-making processes, primary vs. secondary research. 

*Week 4:* Segmentation, Targeting, Positioning (STP) 

- Demographic, psychographic, and behavioural segmentation. 

*Week 5:* Brand Management & Value Proposition 

- Brand equity, storytelling, differentiation. 

*Week 6:* Product Development & Lifecycle Management 

- Innovation strategies, product portfolios. 

*Week 7:* Pricing Strategies 

- Cost-based, value-based, and dynamic pricing. 

*Week 8:* *Midterm Exam* 

*Week 9:* Distribution Channels & Supply Chain Integration 

- Omnichannel strategies, logistics, and e-commerce. 

*Week 10:* Integrated Marketing Communications (IMC) 

- Advertising, PR, sales promotions, influencer marketing. 

*Week 11:* Digital Marketing & Social Media 

- SEO, content marketing, paid media, metrics (ROI, CTR). 

*Week 12:* Marketing Analytics & KPIs 

- Data-driven decision-making, A/B testing, dashboard tools. 

*Week 13:* Global Marketing & Cultural Sensitivity 

- Localization vs. standardization, cross-cultural campaigns. 

*Week 14:* Ethics, Sustainability, and CSR in Marketing 

- Greenwashing, transparency, ethical advertising. 

*Week 15:* Emerging Trends (AI, Metaverse, Personalization) 

- *Final Group Presentations* | *Final Exam Review* 

*Assignments & Assessments* 

- *Participation (10%):* Case discussions, in-class activities. 

- *Case Studies (20%):* Bi-weekly analysis of real-world marketing challenges. 

- *Marketing Plan Project (25%):* Develop and present a comprehensive plan for a product/service. 

- *Midterm Exam (15%):* Covers Weeks 1–7. 

- *Final Exam (20%):* Cumulative, focusing on application and critical thinking. 

- *Simulation Exercise (10%):* Virtual marketing simulation (e.g., Markstrat). 

*Policies* 

- *Attendance: * Required; >3 absences impact final grade. 

- *Late Submissions: * 10% deduction per day; no submissions accepted after 1 week. 

- *Collaboration: * Group work encouraged, but individual submissions must be original. 

- *Academic Integrity: * Plagiarism or cheating results in disciplinary action. 

- *Accommodations: * Available per institutional guidelines. 

Professional Tax Consultancy Course Syllabus*