Bachelor of Marketing

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I.    Description

Marketing is the process of creating, communicating, delivering and exchanging offerings that have value for customers. The major in marketing will provide you with valuable insight and background into the principal activities of marketing for use in any part of an organisation. By focusing on a particular area of marketing you will equip yourself with the skills and knowledge that will allow you to find your niche within the broadest possible spectrum of roles.

II.   Learning Objectives

This course provides the quantitative skills and expertise required to:

• understand the place and contribution of marketing to the business enterprise
• describe major bases for segmenting consumer and business markets; define and be able to apply the three steps of target marketing:  market segmentation, target marketing, and market positioning; understand how different situations in the competitive environment will affect choices in target marketing
• describe the major types of consumer buying behavior, the stages in the buyer decision process and completely outline the components of the marketing mix; identify how the firms marketing strategy and marketing mix must evolve and adapt to match consumer behavior and perceptions of the product, the stage in the product life cycle and the competitive environment; summarize the importance of measuring and managing return on marketing
• identify the costs and benefits of marketing channels; discuss the firms and the functions involved in typical channels in Cambodia
• identify the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix; compare and contrast integrated marketing communications with a non-integrated approach to the promotional mix
• illustrate how the international trade system, economic, political-legal, and cultural environments in a foreign country affect a company’s international marketing decisions

III.  Learning Outcomes

Students graduated from the program will be expected to have knowledge and practical skills in:

• identify core concepts of marketing and the role of marketing in business and society
• knowledge of social, legal, ethical and technological forces on marketing decision-making
• ability to develop marketing strategies based on product, price, place and promotion objectives
• ability to create an integrated marketing communications plan which includes promotional strategies and measures of effectiveness
• ability to communicate the unique marketing mixes and selling propositions for specific product offerings
• ability to construct written sales plans and a professional interactive oral sales presentation
• ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers
• ability to collect, process, and analyze consumer data to make informed marketing decisions
• ability to analyze marketing problems and provide solutions based on a critical examination of marketing information

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