marketing

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 Place-

competitors; 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 3 Credits

Continuation and application of ADMA 205

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) Corpo-

rate 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 Manager’s 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 Process- identification

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.