Modules taught

STRATEGIC MARKETING

Undergraduate Module Majan University College, Muscat

Strategic marketing is the process of strategy development by regularly considering the marketing environment and customer satisfaction. It gives an organisation a competitive advantage over its rivals. Marketing strategy involves identifying the marketing objectives, developing, and implementing marketing programs. The strategic marketing process involves the analysis of the marketing situation, formulating a marketing strategy, market programme development, and implementing and managing marketing strategy.

 This module is expected to give a comprehensive understanding of how a good strategic marketing plan serves corporate goals. Such strategic plans mesh overall customer situations with the overall organisational direction and goals, and take both internal and external factors into consideration. The top-down process of developing a strategic marketing plan before implementing tactics helps ensure that all tactical marketing programs support the Organisation’s goals and objectives, as well as convey a consistent external message.

 Marketing in Tourism and hospitality

Undergraduate Module Majan University College, Muscat

The tourism industry is characterized by an intensified competition and also by the intangible nature of the various services offered by multiple competitors in the market. Therefore, a well-targeted marketing strategy is highly essential for any business operating in the industry. The study of Tourism and its relationship to marketing is critical for managers working in the service industry because marketing’s main objective is to maintain a long lasting relationships between customers and the brand. This module helps students understand these aspects of the tourism industry and it highlights how the marketing concepts can be used to gain a competitive advantage in this industry.

Brand management and innovation

Undergraduate Module Majan University College, Muscat

Branding is an important tool used to differentiate and achieve a competitive position in the market and in the minds of consumers.  Creating a brand is a long-term process, which requires effective use of a variety of branding strategies.

 Branding combined with innovation is crucial to successful growth and increased profits. Hence, knowledge of both new product development and branding is a vital element of any successful marketing programme. Drawing on the knowledge of marketing especially the ‘product concept’ and ‘positioning’, this module explores the branding elements and strategies leading to a comprehensive marketing programme.

global marketing strategies

Postgraduate Module Glasgow Caledonian University, London

Core to organizational success is strategic planning, implementation and evaluation. This module considers the challenges facing organizations in the contemporary global marketplace and explores the creation and consideration of solutions that arise from such. Adopting a marketing planning perspective this module will equip students with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent strategic global marketing plan.

the module will reflect upon nature and dynamics of the international marketplace and the characteristics businesses operating within it. The module addresses the issue of market analysis (including domestic, international and global perspectives) as the backdrop for strategic decision-making. Overall the aim of the module is equip students with the skills to critically evaluate the dynamic global marketplace, identify and exploit opportunities globally through development of sustainable competitive advantages and appraise strategic marketing options.

The consumer is a key constituent for any business and understanding consumer behaviour is central to successful marketing practice. As such, the very notion of customer-orientation is a central tenet of marketing as a discipline. Marketers are asked to champion and utilise consumer insights to their organisations' advantage while being able to anticipate and accommodate the diverse and changing demands of consumers in fast-paced and highly competitive markets. With all this in mind, the module explores a variety of different theories and perspectives of consumer behaviour in relation to consumption in the marketplace, consumers as individuals, consumers as decision makers and consumers as social beings.

E-Commerce in Business is an introduction to the key concepts and challenges of the Internet and electronic business. Its general aim is to develop the student's ability to identify new and viable options for services using the Internet.

This module focuses on the management issues relating to the subject and demystifies the e-revolution to clearly state the changing nature of the relationship between traditional business enterprises and e-business. The module also looks beyond the dot.com bubble and considers the long-term use of the Internet within our daily business and customer-focused lives.

This module is designed to look at marketing communications from a strategic perspective with an emphasis on integrated Brand communications. The students will examine the interlinking of corporate, marketing and promotional strategies and internal and external communications. The aim is to ensure consistency in strategies and messaging. The students will develop an understanding of the elements of Branding communications - from advertising, Public Relations, sales promotion, direct marketing and personal selling, to online and social media.