In this course, students examine how a favourable brand and memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions. They will study brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life and the role of brand knowledge in building brand equity. Students will become acquainted with cutting-edge frameworks, concepts and tools that have been adopted across industries and around the globe to build lucrative brand franchises. Additionally, students will consider the role of marketing communication vehicles and platforms in effective brand management.
- Lecturer: Fortunate Mashoko
- Lecturer: Innocent Sigauke
The course explores the theory, practice and technologies
associated with building customer relationships. This course first examines the key principles of relationship marketing
including: the shift from a functional to a cross functional orientation; the
emphasis on business processes; the integration of customer service and quality
with marketing; trust, commitment, satisfaction and loyalty as building blocks
of relationships; the drivers and scope of relationships, and a focus on
multiple stakeholders beyond the enterprise-customer relationship.
- Lecturer: Fortunate Mashoko
The course explores the theory, practice and technologies
associated with building customer relationships. This course first examines the key principles of relationship marketing
including: the shift from a functional to a cross functional orientation; the
emphasis on business processes; the integration of customer service and quality
with marketing; trust, commitment, satisfaction and loyalty as building blocks
of relationships; the drivers and scope of relationships, and a focus on
multiple stakeholders beyond the enterprise-customer relationship.
- Lecturer: Fortunate Mashoko
The course is intended to introduce students to brand management and appreciate its impact in
marketing.
- Lecturer: Fortunate Mashoko
The aim of this course is to ensure that students have an understanding and knowledge of International Marketing and how it differs with domestic marketing. Also covers international trade concepts and theory; International marketing environment – cultural, economic, political, legal, social and technological environments; International marketing management, marketing intelligence, product, price, promotion and distribution policies; Regional economic grouping; Import and export procedures.
- Lecturer: Fortunate Mashoko