Marketing Management 2 S2 2025

Course Title

Marketing  Management 2

Course Description

This course builds on learners’ knowledge of Marketing Management 1. The course will help learners to understand how marketing helps organisations meet the needs of its customers. Topics that will be covered in this course include the marketing environment, market segmentation, understanding buying behaviour and marketing plan.

NQF Level

Level 6

Notional Hours

160

NQF Credits

16

Prerequisites

Marketing Management 1

Standard Type (Core, fundamental, elective)

Fundamental

Learning Outcomes/Specific Outcomes

Upon completion of the course learners will be able to:

·       Analyse the internal and external marketing environment for a specific product or service

·       Apply the phases of segmentation and selection in the target marketing process to arrive at profiles of an organisation's client base

·       Analyse the factors that influence the buying behaviour of individuals

·       Critically analyse an organisation's marketing strategies.

·       Analyse the reasons for marketing planning and explain the steps to be taken when designing a marketing plan

·       Evaluate marketing implementation strategies

·       Formulate and assess strategic, operational and tactical marketing decisions

 

Course Content

Understanding the marketing environment

·       Discuss how the critical external environment (customers, competitors, collaborators and context) impact upon marketing strategy and practice and create opportunities or threats

·       Understand and implement the following models:

Ø  PESTEL Analysis

Ø  SWOT analysis

Ø  competitor Analysis

Ø  Five forces analysis

Ø  BCG Matrix

 

Market segmentation, targeting and positioning:

·       Understand segmentation, targeting and positioning as foundations of marketing strategy.

·       Apply the four main basis for market segmentation

·       Craft strategies for targeting and market positioning.

 

Understanding buying behaviour:

·       Differentiate business, government and consumer Buyer behaviour.

·        Recognise three key types of markets or customers

1. Business-to-business markets (B2B),

2. Business-to consumer markets (B2C)

3. Business to government markets (B2G).

·       Understand the buying decision processes for these consumers

·       Identify what factors influence buying processes for these markets.

·       Match promotional methods with customer groups, products and services

 

The marketing plan

·       Understand how the marketing plan is informed by corporate strategy

·        Analyse the critical marketing environments and deriving insights about what the organisation can and should do to create, communicate, deliver and sustain value for its chosen customers

·       Discuss the process for developing effective marketing plans and how they need to be designed

·       Understand how to create marketing plans and how to maximise their effective implementation to deliver impact

·       Discuss the key issues that lead to successful implementation of marketing strategies and tactics

·       Highlight ways in which marketing strategies and tactics

 can  be measured

Methods of Facilitating Learning

The course can be inter alia facilitated through the following learning activities:

·       Lectures

·       Assigned readings

·       Discussions (all learners are expected to participate)

·       Individual or group class presentations

·       Assignments and tests

·       Field and educational tours

·       Case Studies

·       Simulations

·       Power point presentation

·       Videos and audio recordings

·       Guest lecturers

·        Peer to peer teaching

Assessment Strategies

The course will be assessed using a combination of Continuous Assessment and an end-of-semester examination. Continuous Assessment is made up of the following:

 

Continuous Assessment : 40%

·       Tests

·       Assignments/Projects

·       Exercises

·       Quizzes

·       Worksheets

·       Practical  exercises

 

Final Examinations: 60%

Time allocation per question paper: between 2 and 3 hours

·       The final examination will test the knowledge, understanding and skills outcomes in any given year on the course content covered.

·       The intention of the examination in its formulation is to avoid predictability and encourage learners to prepare for all syllabus outcomes.

·       The level of complexity of a paper/s will be maintained consistently from year to year.

·       The intention of the examinations is to assess the following objectives:

Ø  Knowledge and Understanding

Ø  Application

Ø  Analysis

Ø  Evaluation

·       The examinations may include a range and balance of question types, such as multiple-choice questions, short-answer free response questions, open-ended questions and extended responses including essays. These will be determined by the Department in which the subject resides and with the approval of the Examinations Committee.

·       The demands of the examination in terms of the number and length of learner responses required, the amount of reading time provided and the complexity of the questions will be appropriate for the time allocated for the examination.

Prescribed Textbooks

 

1.     Philip Kotler, Keller, "Marketing Management, 13th edition (2020) Prentice Hall

2.     Philip Kotler, Keller, "Principles of Marketing, (Global and Southern African Perspectives)edition (2020)