Curriculum - President University

2. CONSUMER BEHAVIOR
This course introduces students to the basic consumer behavior. It discusses the external
environmental factors and internal psychological factors that affect the consumer decision making
process. It also examines the effects of consumer behavior on a firm’s marketing strategy
formulation.
3. ADVERTISING AND IMC
This course provides students with a comprehensive understanding of advertising. It covers all
aspect of advertising such as creative strategy, media planning, support media and evaluation of
advertising campaign. It also provides a brief overview of the other promotional mix.
Prerequisites: Principles of Marketing
4. E-MARKETING
This course introduces students to the application of marketing principles in the internet.
5. INTERNATIONAL MARKETING
This course provides the students with an understanding to the challenges and controversies facing
international marketing. It introduces the readers to the global trade, economic, social and cultural
environment. It also deals with assessing global marketing opportunities and developing effective
international marketing strategies.
6. NEW PRODUCT PLANNING AND DEVELOPMENT
This course provides a comprehensive approach of the process of new product development and
managing the product. It provides a detailed explanation on each stage of the development process,
the tools to be used and issues facing new product development. The strategies for new product
management strategies are also discussed.
7. MARKETING RESEARCH
This course is design to equip students with the range of marketing research techniques and
procedure that can be utilized for gathering of information for marketing decision making.
8. BRAND MANAGEMENT
Brand Management is the application of marketing techniques to a specific product, product line or
brand. It seeks to increase a product’s perceived value to the customer and thereby increase brand
franchise and brand equity.
9. SERVICE MARKETING
The study of value-creating customer-provider interactions, outcomes and relationships, that extends
the tools and methods of marketing. Gradually replacing “service marketing” by emphasizing that the
outcome of all economic activity should be service (or value) whether the service/value emanates
from things (goods) or activities (service)
10. STRATEGIC MARKETING
The process of building and executing a marketing campaign according to a set criteria established as
a result of detailed research, evaluation and planning in the areas of target market segmentation,
positioning, product development, pricing, distribution and promotion.
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