In the world of business today, marketing remains a pivotal function for determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated. This course provides students with business projects to introduce them to the marketing strategies and tools that practitioners use to market their products. Participants will learn how to develop marketing plans tailored to specific projects, identify target audiences, and leverage various marketing channels to generate interest and drive engagement.

Upon completion of this course, participants will have the ability to create and implement effective project marketing plans that generate awareness, attract stakeholders, and contribute to project success. They will be equipped with the skills necessary to analyze market trends, identify marketing opportunities, and develop compelling messaging and promotional materials for their projects.

• Understanding Project Marketing
• Identifying and Segmenting Target Audiences
• Crafting Compelling Messages
• Choosing and Utilizing Marketing Channels
• Measuring and Evaluating Marketing Effectiveness
• Adapting and Optimizing Marketing Strategies
• Project Marketing Presentation

Upon successful completion of the course, students will be able to:

• Apply knowledge of the characteristics, role, and strategic components of marketing and write advertisements for various marketing job positions.
• Describe the various marketing and advertising activities.
• Identify the types of markets and how they can be approached through market segmentation.
• Use knowledge gained about learning about your customers, assessing available information, methods of data collection, and market research to develop a questionnaire.
• Assess collected data and other market analysis, including consumer and organisational buyer behaviour to determine the needs of customers, including interviewing customers about their decision-making process.
• Plan a marketing strategy integrating the ‘four Ps’ of a product, pricing and positioning strategies, and external considerations.
• Describe the stages of entering the international market and developing a marketing plan for exporting a product.
• Utilise the role of integrated mass communication and strategy, apply the AIDA model for advertising, launching an advertising campaign, public relations, and other marketing tools to promote a product.

• Lecture/presentation
• Discussion
• Individual assignments and group exercises (case studies)
• Facilitated group work
• Online Activity