Home >> Courses Catalogue >> MARKETING MANAGEMENT
Course Code: 
COX 3116
Course Credit Units: 
Semester 1
Year of Study: 
Year 3
Undergraduate or Graduate Level: 
Undergraduate Level
Academic Programs: 
Course Description & Objectives: 

This course provides an introduction to all aspects of marketing, including strategic marketing planning, marketing research, product planning and development, promotion planning, distribution and pricing. It provides an understanding of the theories of the marketing mix variables, and a practical application in the context of the marketing management cycle processes of research, planning, organization, implementation and control. The latter part of the program examines the process of marketing management in different sectors of the economy.It actually provides a fundamental base for other Marketing courses, such as Strategic Marketing Planning, Industrial Marketing, Marketing Research, International Marketing, and Services Marketing. It’s intended as a practical tool on how to make right decisions on marketing mix strategies. This course also has a fit with such integrative courses as Strategic Management, International Business, and Financial Management etc.                                                                                                                                                                                                                                                     Course Objectives: The course will help the students to achieve the following objectives:

  • Identify a target market
  • Understand buyer behaviors
  • Examine factors that influence their buying decisions
  • Develop appropriate marketing  strategies.
Learning Outcomes: 

Students should be able to

  • Assess appropriate marketing strategies used in businesses.
  • Evaluate factors that influence the buying decisions .
  • Appreciate the holistic role of marketing in a firm.
  • Distinguish between the specific nature of different markets, goods and service.
  • Understand the theories and practices behind the marketing mix variables.
  • Develop knowledge of and skill in the operating techniques of the marketing management cycle processes.
  • Examine the marketing context of relevant sectors in the Kazak economy.
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