Marketing Management

UNITY UNIVERSITY

Faculty Of Business, Economics and Social Sciences

Department of Management and Marketing Management

The Department of Management and Marketing Management –is one of the departments of Unity University that existed during the establishment of the then Unity College in 1997.The Department commenced its operation with diploma program in management and introduced BA Degree program in 1999 and a Masters Program in 2007. Currently, the Department is responsible for a number of BA and MA Degree programs in Management, Marketing Management, Business Administration, Organizational Leadership and Project Management.

Bachelor of Arts Degree in Marketing Management

1. PROGRAM PROFILE

The program prepares students to become professional Marketing Managers capable of executing Marketing Management activities and other related activities such as: marketing research, sales, marketing communication industrial and agricultural marketing and strategic marketing. The marketing management program is expected to help students to acquire the following knowledge skills and Attitudes:

Knowledge

• Analyze the marketing mixes and express an independent professional opinion
• Examine the marketing mix strategies and controls and records, professionally;.
• Identify and anticipate controlling risk both in manual and computerized systems, and to suggest and establish better controls to safeguard business resources from risk exposures of illegal and unethical acts.
• prepare and administer  budgets for business, government or not-for –profile entities
• Identify and guide firms on alternative financing decisions
• Pure graduate studies and /or professional certification in Economics career opportunities
• Manage effectively and efficiently all marketing activities of an organization.

Skills 

• Enter the field of marketing management as planner, project manager, promotion office, etc.
• Formulate marketing strategies, prepare budgets, and prepare implementation programs.
• Apply information technology to marketing problem solving.
• Conduct market research to generate information that is useful for problem solving or actionable decisions.
• Recruit, train and lead sales force of an organization.
• Manage organization resources effectively and efficiently to  accomplish objectives, identify , design and manage projects
• Design appropriate channels for the distribution of products.
• Prepare , analyze and interpret  marketing strategy competently:
• Identify, measure, gather, analyze, interpret and cost and other types of information to management for planning. Control, performance measurement and decision making related to pricing , operating , investing and financing  activities:
• Assess and advise on investment proposals and controlling inflation.

Attitudes

   The students will be aspired to:

• Demonstrate intellectual competency and transferable knowledge and skills and articulate them effectively.
•  Have professionalism at the center of their  mentality in guiding marketing related decisions
•  have personal confidence in their jobs and professional activities
• Have a sense of responsibility. Co-operation, honesty and loyal to wards market

2. OBJECTIVES OF THE PROGRAM

2.1 General Objective

The objective of the Bachelor of Marketing Management program is to produce graduates who are expected to eventually hold marketing related managerial positions within the different functional areas of an organization, and to conduct significant and selective scholarly researches in marketing areas and integrate the research outputs into application of the same to influence the marketing related decisions to solve organizational and societal problems.

2.2 Specific Objectives

Specifically, the Bachelor of Arts in Marketing Management Degree program prepares students as:

• Managers who are capable of planning, organizing, directing and controlling activities of private, public, non-government and government organizations at different marketing management functions.
•    Executives, who can competently manage marketing undertaking.
• Executives who can competently develop market strategies, and manage the  marketing functions such as sales, promotions and advertising, market research and analysis.
• Executives who can competently develop human resource strategies and manage the human resource functions such as recruitment and selection, training development, career planning, performance evaluation and management, promotions, compensation and benefit management.
• Executives who have the knowledge and skills to develop procurement and logistic strategies, plan and manage the procurement and logistics functions of the organization. 
• Leaders who are responsive and effective in working with and through others as well as capable of making and implementing business decisions.
• Managers those are capable of searching and developing opportunities as well as tackling problems in a market.
• Executives who are able to face the challenges of today's and tomorrows’ highly complex and competitive marketing environment.

3. GRADUATE PROFILE

Graduates are expected to work in middle and top echelons of an organization as:

• Managers capable of developing plan, organize, direct and control the marketing activities/functions of a given organization;
• Managers and supervisors of activities of different undertakings that are related to the marketing, and other related organizational activities;
• Experts  able to use  quantitative   tools   and   models   to   understand   and   explain   marketing processes,  analyze   trends   and   patterns   as  related   to  business    development       and   consumer behavior and the values that are added to both;
• Specialist capability   of   executing and using  a  modern  integrated marketing    communication    tools,     presentation     tact and  digital means, the media and research outcomes;
• Capable individual who is able  to utilize ICT and marketing research in preparing an integrated marketing strategies, e-marketing, budgets and forecasts for decision making;
• Expert who can develop  frame     strategic     reports    and    recommendations          on    marketing, product/service diversification and mapping of related trends;
• Professional to put in action the Knowledge of marketing ethics and social responsibility and application of the same in business and industry;      
• Expert who can apply marketing principles strategically to the development of small businesses to contribute to the nation’s economy
• Specialist who in able to analyze the organization as a total system and align it with its marketing environment.
• Expert to carry out research and consultancy activities in the functional areas of marketing.
• Knowledgeable to join graduate programs in related fields competitively to further their professional goals.

 

4.  ADMISSION REQUIREMENT

The requirement for admission in the university is as per the regulations of Ministry of Education.

A candidate to join Bachelor Degree in Management must meet the following minimum requirements as set by Ministry of Education. 

•     Successful completion of preparatory program: or
•     Degree Holders seeking another Degree; or
•     Transfer from recognized Higher Education Institute; or
•     TVET:

• EGSECE
• One year of practice evidence
• Higher Education Entrance Examination Qualification Certificate
• Higher Education Equivalence is a requirement for those coming from other countries
•  Any credential from abroad ,HERQA’s equivalence is required

5. DURATION OF THE STUDY

• The duration for BA in Marketing Management program is three years.
• The total number of credit hours a student should take to graduate is 111.
• The minimum credit hours a graduate student should take is 15 in the regular and 9 in the extension and the maximum credit hours is 18 for regular and 12 for extension program students.

6.  GRADUATION REQUIREMENTS

Graduate students will be awarded the “Bachelor of Arts Degree in Management” if they fulfill the following requirements:

• A minimum credit hour of 111.
• A Minimum Cumulative Grade Point Average of 2.00
• A Minimum Cumulative Grade Point Average of 2.00 in core courses and
• No F, NG, I, in any course

7. DEGREE NOMENCLATURE

    The degree offered after successful completion of its program is called:

•    In English - “Bachelor of Arts Degree in Marketing Management”

•   In Amharic –“የኣርት ባቸለር ዲግሪ በማርኬቲንግ ማኔጅመንት”

 

 

 

 

 

 

 

 

 

8.  SUMMARY OF COURSES

 

 

 

9. COURSE DETAILS

Mrkt 211. Principle of Marketing, I Cr.hr. 3, ECTS 5

Pre-requisite - None

Course Descriptions

The course will cover fundamental principles, concepts of marketing planning process, environmental analysis, and segmentation bases and research in marketing as well as consumer buying behavior.

 

Mrkt 222. Principle of Marketing II, Cr.hr. 3, ECTS 5

Pre-requisite - Mrkt 211

Course Descriptions

This course will cover basic marketing decision on product, distribution, promotion and pricing. It will explore the concepts, types and structures of each marketing mix.

 

Mrkt 221. Consumer Behavior, Cr.hr. 3, ECTS 5

Pre-requisites - Mgmt 211 and Psyc 201

Course Descriptions  

The core of any organization is to understand and maintain customer satisfaction, because with out them the company cannot sustain. That is why you here phrases like ‘customer is a king’ and ‘customer is always right’.

 

Consumer behavior is a course that would enable you to understand the behavior of a user and those factors that affect the purchase and post purchase behavior of consumers. Specifically the course consumer behavior revolves around understanding consumer behavioral factors such as culture, social class, personality and psychology

Mrkt 311. Industrial/Business Marketing, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222

Course Descriptions  

This course covers the concepts, types; and demand of customers behavior and management of industrial marketing. It also deals on the strategic planning of marketing mix and control of the Industrial marketing.

 

Mrkt 312. Agricultural and Commodity Marketing,   Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 222, 221

Course Descriptions

The course offers a contemporary perspective on marketing and consumer behavior with respect to agricultural and food products marketing. It treats agriculture and food as a subject which are in process of fundamental changes, caused by industrialization. The impact of changes in consumer attitudes, lifestyle, and distribution will be discussed. The course also emphasis that the same principles and approaches apply to marketing in agricultural and food sector as to marketing in general. It shows also that this sector has its own specific characteristics that are taken into consideration in marketing.

 

Mrkt 313. International Marketing, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222

Course Description

This course coves trades, marketing environment and strategies of International Marketing. It also deals with finances, risk involved, and export / import procedures as well as the globalization of business in the light of International marketing.

 

Mrkt 321. Service Marketing, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222

Course Descriptions

This course will cover the nature; characteristics of marketing mix strategies, formulation, implementation of services marketing. Moreover, it is a study of marketing in service industries; and as service is involved in the activities of all organizations, the coverage also appeals to the service practice in all organizations.

 

Mrkt 322. Hospitality and Tourism Marketing, Cr.hr. 3, ECTS 5

Pre-requisites -  Mrkt 221, 222

Course Descriptions 

The tourism sector is advancing and it has promising prospect to be major contributor to the development of the country’s economy. This course, therefore, covers marketing aspects of tourism and hospitality. Accordingly, the Service  characteristics of hospitality and tourism; the industry, human factors namely individual guest behavior  and corporate buyer behavior, consumer demand, and planning marketing segmentation, targeting and positioning and managing products-service mix; pricing products; distribution channels; promoting product for hospitality and tourism marketing are discussed.

 

Mrkt 323. Sales Management and Salesmanship, Cr.hr. 3, ECTS 5

Pre-requisites -  Mrkt 221, 222

Course Descriptions 

This course covers formulation and organizing of sales programs evaluation and monitoring of individual sales effort of sales force management, sales process and analysis, furthermore, it Ermines, Cost analysis and controlling of sales.

 

Mrkt 412.  Procurement and Supply Chain Management, Cr.hr. 3, ECTS   5

Pre-requisites - Mrkt 221, 222

Course Descriptions:

This course will cover basic topic in procurement system, international and local, purchase and pricing approach, inventory and material management in relation to purchase.

This course also describes basic purchasing management concepts, principles, objectives, policies and procedures. It discusses major topics like organization for purchase, inventory management, purchase description, specification & standardization, capital equipment purchase and service purchase.

 

Mrkt 411. Product and Brand Management, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222

Course Descriptions

The purpose of this course is to provide an in-depth understanding of the issues and considerations in the management of brands of products. Accordingly, selection of brands, product development and branding strategies are illustrated. The role of product and brand management in achieving strategic business goals is emphasized. The course seeks to develop the student’s managerial skills for strategic product and brand planning, positioning and product development. The course does not only emphasize on understanding the embedding principles and frameworks, but also the practical applications. The course is intended to develop an understanding of and competence in dealing with problems relating to management of existing products, formulation of product-market strategy, planning and execution of new product decisions, brand management strategies and policies. It gives basic insights as to how to understand, build, measure, analyze and manage brands and product categories for a company.

 

Mrkt 413.  Physical Distribution and Channel Management, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222

Course Descriptions:

This Course deals with the functions involved in physically moving products from their Place of production to the place of consumption. The course explores the management of physical distribution and logistics, the primary and supporting activities of physical distribution, the various channels of distribution, and the whole selling and retailing activities. It will also deal with inventory, warehouse and transportation management.

 

Mrkt 421. Integrated Marketing Communication, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221/222

Course Descriptions

This course covers formulation and organizing of advertising effort and other modes of promotional elements- personal selling, sales promotion, public relation and direct marketing. It also covers the objective, purpose, strategy and the functions of promotion mix with the emphasis on Advertising, publicity, public relation and sales promotion.

 

Mrkt 324. Marketing Research, Cr.hr. 3, ECTS 5

Pre-requisites -  Mrkt 222, Mgmt 313

Course Descriptions

This course will provide students with a detailed study of the objectives, principles and methods of marketing research. It also emphasis that research as a managerial tool is used in problem identification and finding solutions for decision making in marketing process. Topics covered include identification and evaluation of research needs, methods of acquiring information, tools for analysis and presentation of findings. The course focuses principally on providing quality information upon which managers can act. Extensive use will be made of computer-based applications, including spreadsheets, on-line research and Internet browsers.

 

Mrkt 422.  Marketing Information System, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222, Comp 105

Course Descriptions

This course deals with the principles of information systems, technical components in the information systems, management and decision support systems, and marketing strategy.

 

Mrkt 424. Strategic Marketing Management, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 222, Mrkt 324

Course Description

The course will consolidate previous knowledge and understanding of marketing and emphasizes the managerial aspects of marketing. It introduces students to the systematic development and implementation of marketing plans & strategies, with a focus on decision making process in a competitive business environment.

 

Mrkt 423. Social Marketing and Ethics, Cr.hr. 3, ECTS 5

Pre-requisites - Mrkt 221, 222

Course Description

The course is based on the use of marketing principles to develop social marketing strategies and programs and to bring behavioral change for a social good. Social marketing can be used to promote merit goods, or to make a society to avoid demerit goods and thus promoting well-being of society. It can influence behavior in different ways. The course will also examine issues of social responsibility and principles of marketing ethics in business and how marketing may be used to promote more environmentally and socially conscious business practices.

 

Mrkt 426. E-Marketing, Cr.hr. 3, ECTS 5

Pre-requisites – Comp 105, Mrkt 421

Course Description

The growth of the Internet continues to have a tremendous influence on business. Companies and organizations of all types and sizes are rethinking their strategies and how they run their operations. This new course challenges students to explore the realities and implications of e-commerce from a marketer's perspective. Business-to-consumer (B2C) and business-to-business (B2B) e-commerce markets are examined. The course introduces students to a wide range of electronic commerce issues for marketers, as a foundation for continual learning in the dynamic e-commerce environment.

 

Mrkt 425a . Senior Essay in Marketing Management I, Cr.hr. 1, ECTS  1.7

Pre-requisite - Markt 222, 324

Course Description

Under graduate students enrolled in this course, will be required to start working on senior essay under a supervision of a member of the faculty and they are expected to prepare research proposal and conduct an independent research project work.

 

The proposal shall submit to assigned advisor for reviewing, and grading and approval for the next phase.  A student will proceed to the next phases of doing final work upon the approval of the advisor.

 

Mrkt 425b. Senior Essay in Marketing Management II, Cr.hr. 2, 1.7 ECTS 3.7

Pre-requisite - Mkmt 425a

Course Description

Under graduate students enrolled in this course, while working under a supervision of a member of the faculty are expected to plan and conduct an independent research project work, to submit for review and approval, and to present their work for an oral defense.

 

Mgmt 211. Introduction to Management, Cr.hr. 3, ECTS 5

Pre-requisites - None

Course Description

This course focuses on the basic concepts and principles of management, the functions of planning, organizing, staffing, directing and controlling, and their relationships to key issues in management practices, such as leadership and motivation. Decision making and effective communication are also discussed.

 

 

 

Mgmt 221. Mathematics for Management, Cr.hr. 3, ECTS 5

Pre-requisites - Mgmt 211

Course Description  

This course is designed to expose management students to the basic concepts and area of managerial application of mathematics. Topics include: linear equations and their applications, matrix algebra and its applications, Markov chain analysis and input output analysis, linear programming, mathematics of finance, elements and application of calculus.

 

Mgmt 321. Risk Management and Insurance, Cr.hr. 3, ECTS 5

Pre-requisites – Mgmt 211, 313

Course Description

This course is intended to assist the students in identifying and analyzing risk and in managing it through insurance and alternative tools. Techniques such as loss control, risk retention and risk transfer are covered. Still, insurance is often an extremely valuable part of the overall risk management plans of individuals and firms. The course contains both theoretical and practical activities that the trainee should pass through to acquire the basic skills, knowledge and attitudes in accomplishing the organizational activities related to its coverage.

 

Mgmt 313. Managerial Statistics, Cr.hr. 3, ECTS 5

Pre-requisites - Stat 192

Course Description

It is a course in basic statistics with statistical methods, and statistical inference which have become useful tools in every field of knowledge. The former generally describes the group characteristics of the particular data, and the latter describes the judgments based on statistical analysis. Besides, it includes Introduction; data collection and presentation; measures of central tendency and dispersion; Probability and probability distribution.

 

Mgmt 226. Organizational Behavior, Cr.hr. 3, ECTS 5

Pre-requisites - Mgmt 211, Psyc 201

Course Description

The course introduces to students the fundamentals of organizational behavior. It provides the student with the concepts of individual behavior like perception, value, attitude, and motivation. The course also includes theoretical frame work for group behavior like team work, leadership, power, politics, and conflict. It explains concepts of organization system such as structure, technology, work design, culture and organizational change.

 

Mgmt 424. Strategic Entrepreneurship, Cr.hr. 3, ECTS 5

Pre-requisites - Mgmt 221, Mrkt 222

Course Description

This interdisciplinary course is designed to introduce students to the concept of sustainable entrepreneurship, a manageable process that can be applied across careers and work settings. It focuses on building entrepreneurial attitudes and behaviors that will lead to creative solution within community and organizational environments. Course topics include the history of entrepreneurship, the role of entrepreneurs in the 21st century global economy, and the identification of entrepreneurial opportunities. The elements of creative problem solving, the development of a business concept/model, the examination of feasibility studies and the social /moral/ethical implication of entrepreneurship will be incorporated. Issues related to starting and financing a new venture is included.

 

ACFN 201. Fundamentals of Accounting I, Cr.hr. 3, ECTS 5

Pre-requisites - None

Course Description

This course is designed to provide introductory knowledge of accounting principles, concepts, and practices. The course deals with the processes involved in financial statements preparation for service-giving businesses, merchandising businesses, and manufacturing businesses. Topics covered includes the features of accounting information, users of accounting information, nature of financial statements, the double entry system, financial statements preparation process including journals, ledgers, trial balance, adjustments, worksheets, accruals, adjusting and closing entries, and the accounting system. This course provides a foundation for more advanced work in the fields of Accounting and business. All topics are studied in accordance with the provisions of International Financial Reporting Standards (IFRS).

 

ACFN 202. Fundamentals of Accounting II, Cr.hr. 3, ECTS 5

Pre-requisites - ACFN 201

Course Description

This course is a continuation of Principles of Accounting I. The course is designed to introduce students to the application of accounting principles and concepts to major balance sheet items. The specific topics  includes internal control over cash, accounting for receivables, accounting for inventories, accounting for current liabilities, accounting for plant asset, natural resources and intangibles and accounting for businesses organized as partnerships and companies as per Ethiopian Commercial Code.

 

Econ 221. Microeconomics Theory, Cr.hr. 3, ECTS 5

Pre-requisites - None

Course Description

This course begins with a quick revision of the principles of demand, supply, and market equilibrium. At the early stage of the course the theory of consumer demand will be discussed, particularly focusing on consumer behavior. The supply side of the market starts with a review of the theories of production and costs, including dynamic change in costs (the learning curve). This topic covers, in a fairly detailed manner, short-run and long-run theories of production and costs in perfectly competitive markets, and in pure monopoly. Finally, the determination of prices through the interplay of the demand side and the supply side of the market, and the efficiency of the price system in the allocation of resources will be studied by considering the cases of perfectly competitive and pure monopoly market structures.

Econ 212. Macroeconomics Theory, Cr.hr. 3, ECTS 5

Pre-requisites - Econ 221

Course Description

This course is designed to acquaint students with one of the two major branches of economics which deal with aggregates effects of all economic activities. The course focuses on the system of measuring the general performance of an economy, National income accounting,   consumption saving and income determination. Topics of equilibrium conditions in two, three, four sector models, monetary, fiscal and income policy tools of economic regulation; the relationship among product, money markets, and interest rate will be covered. The course further includes the IS-LM model step by step which is demonstrated by graphic illustrations and mathematical equations. Finally unemployment inflation and their courses; tradeoff between them and the contemporary ethics dealing with the Philips curve will be discussed

 

Lawd 201. Business Law, Cr.hr. 3, ECTS 5

Pre-requisites - None

Course Description

The primary focus of this course is to introduce students with the concept, principles, and legal framework governing business transactions, negotiations, undertakings, and contracts. The course will pay a closer look at the labor law and the commercial code of Ethiopia. It is aimed at exposing students to the law of contract (Such as the contract of sale, insurance, and Agency), commercial instruments, and commercial undertakings.

 

Psyc 201. General Psychology, Cr.hr. 3, ECTS 5

Pre-requisites - None

Course Description

This is a general course designed to help students conceptualize the nature of human behavior and the implications thereof.  Basic facts and principles on areas such as development; learning; perception; memory; personality and psychological disorders; concepts of mental health; the implications of facts and principles for understanding; predicting and managing behavior in daily life will also be discussed.

 

Enla 100. Communicative English Skill, Cr.hr. 3, ECTS 5

Pre-requisite - None

Course Description

This is a course that tries to help learners improve their receptive and productive skills. In other words, though the various exercises or activates in this course, learners get the chance to speak, listen, read and write in English. Part and price of these skills are basic grammar and vocabulary practices. Aside from this, the course helps learners develop a variety of learning strategies such as note-taking and presentation skills which they can apply in other academic subjects.

 

 

Enla 201. Basic Writing Skills, Cr.hr. 3, ECTS 5

Pre-requisites – Enla 100

Course Description

This course is mainly designed to develop the writing and comprehension skill of learners. The course deals with writing skills: producing grammatically correct and meaningful sentences; combining sentences; subordination and co-ordination; topic sentence; details in paragraphs; concluding sentences; principles o writing; unity, coherence, emphasis, interest; patterns of– effect, illustration, definition, identification, analysis, comparison and contrast, classification, combination method; topic selection; topic selection; outlining; drafting; revising essays; mechanics of writing; punctuation, capitalization, words frequently misspelled and confuse; indentation; essays of deferent discourse.

 

Phil  101. Introduction to Philosophy (Logic), Cr.hr. 3, ECTS 5

Pre-requisite - None

Course Description

Logic as one of the disciplines of philosophy is concerned with the formulation of principles of correct thinking. Since the times of Aristotle Logic has been recognized as fundamental importance to all intellectual activity which aims at what is called truth. It is the arbiter of all human reasoning. The dictum “Logic is the dispenser of hazy and confused thinking” indicates the importance of a course in logic.

 

Phil  103. Civic and Ethical Education, Cr.hr. 3, ECTS 5

Pre-requisite - None

Course Description

This course is designed to be offered as a common course to all trainees in the degree program in order to produce responsible, well-informed and competent citizens. The course encompasses the basic concepts of civic and ethical education, state and government, the values and principles of democracy, issues related to citizenship and patriotism, concepts of constitution and constitutionalism, fundamental human rights and major issue of development, basic ideas of international relations and contemporary issues.

 

Comp 105. Introduction to Computer Technology, Cr.hr. 3, ECTS 5

Pre-requisites: None

Course Description

This course introduces fundamentals of hardware and software of computer systems and including how data are represented in the computer, the theoretical and practical sessions are given in parallel.

 

 

 

 

 

Stat  192. Introduction to Statistics, Cr.hr. 3, ECTS 5

Pre-requisite - None

Course Description

Meaning of statistics; Methods of data collection; Methods of data presentation; Measures of location; Measures of variation; Moments, skewness and kurtosis; Counting Techniques; Concepts of Probability (classical approach); Probability distributions: Binomial, Poisson, Normal, t, and Chi-square; Sampling and Sampling Distribution of the mean and proportion; Elementary description of the tools of statistical inference: Basic concepts; Estimation: (Point and Interval) for the population mean and proportion; Hypothesis testing on the population mean and proportion; Chi-square test of association. Each topic should begin with motivating examples.