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
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
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
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.
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
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
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
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.