Program Learning Outcomes - Marketing

By the end of the program, students graduating will be able to:

• Show evidence of relevant knowledge of the internal aspects, functions and processes of organizations, the external environment in which they operate, and the ways in which they are managed.
• Exhibit coherent knowledge of the key functional areas of business and management, the relationship between these, their application and their importance in an integrated framework.
• Explain some of the contexts in which accounting concepts and practices are utilized and use the main current technical language and practices of accounting for managerial applications.
• Understand economic concepts, principles, theories and modeling approaches and explain their use in the context of making business decisions.
• Use business models and methodologies, both qualitative and quantitative, effectively across a range of problems.
• Apply the knowledge of organizational behaviour and the human resource function to the management and development of people within organizations.
• Use relevant communication and information technologies to acquire, analyze and communicate data and to support business and management processes.
• Understand the principles and process of information systems analysis and describe the organizational opportunities and challenges related to the use of computer‐based technology.
• Understand the development and operation of markets for resources, goods and services and to devise market‐oriented strategies and policies to support the operational and strategic management of an organization.
• Comprehend theories and empirical evidence concerning financial management, risk and the operation of capital markets.
• Apply knowledge of the operations processes and systems required in the management of manufacturing, distribution and services to the operation of an organization.
• Assess, select and devise customer service strategies to meet the expectations and needs of internal and external customers.
• Use knowledge of functional business components and logistics strategies to effect change in the inter‐related supply chain management system.
• Define appropriate practices within a professional, legal and ethical framework.
• Utilize project management and business planning skills to initiate and carry out projects in a timely and proficient manner.
• Conduct systematic research into issues related to the discipline, deploying accurately established techniques of analysis and enquiry.
• Communicate information, ideas, problems and solutions persuasively and accurately, using oral, written and visual form, to specialist and non-specialist audiences.
• Display well‐developed leadership and interpersonal skills in team environments.
• Exhibit an awareness of the society and culture in which they live and work and recognize and value the alternative outlooks that people from diverse backgrounds may bring to business and management issues.
• Apply the cognitive skills of critical thinking, analysis and synthesis to evaluate evidence and arguments, analyze data, identify assumptions and formulate informed and innovative solutions to problems.
• Appreciate the uncertainty, ambiguity, and limits of knowledge and develop strategies for continuing professional development and lifelong learning.
• Demonstrate a profound knowledge of the roles of marketing in various organizations and the impact of marketing on individuals and society.
• Analyze an organization’s internal and external environment to formulate a competitive and comprehensive strategic marketing plan that aligns with the organization’s resources and core competencies.
• Plan a marketing research program, including collecting and analyzing data, and making strategic recommendations based on the results.
• Interpret various consumer behaviour and decision-making theories and apply these theories in marketing practice.
• Manage marketing strategically in a competitive environment including the rapidly evolving online environment.
• Design marketing plans for various specific marketing functions such as marketing communication, retailing, service marketing, marketing channels, sales management, global marketing, etc.
• Assess issues related with ethics and social responsibility in marketing and manage these issues appropriately in marketing practice.
• Practice critical and creative thinking, problem solving and analytical skills in solving marketing problems.
• Demonstrate business communication skills and prepare professional business documents and presentations.
• Practice teamwork and leadership skills.