Marketing is viewed as a dynamic process designed to achieve distinctive strategic competitive and global advantages. This is accomplished through value-added activities designed to curtail and sustain long-term customer satisfaction and relationship. Marketing Management is the art of optimal manipulation of the marketing mix to achieve business goals. It encompasses activities such as demand creation and stimulation, product positioning, product differentiating and brand management among several other activities. All these activities involve planning, analysis and decision-making.
In today’s fast-paced world, marketing has become more complex. Changes in technology, consumer and business needs as well as increased globalization pose new challenges for marketing firms. These trends have made marketing firms more aware of the necessity for careful but speedy analysis and decision-making. The implication is that marketing management as a field of study has become more important. This course is thus geared towards providing an understanding of the rationale for making decision from a management perspective. Especially, the course aims at providing a framework for making decisions which are logical, but do not undermine creativity. To meet these and other goals, the course would require the integration of theory and practice. It is hoped that through the course, students will be adequately equipped to appreciate the value of marketing management in business.
International Business is a two-credit unit course e aimed at equipping students with the requisite practical knowledge of international business and the global business environment. The course covers topics such as the nature and history of international business, international trade, foreign direct investment, international organisations, multinational corporations, international environment, global marketing, international management and operations, and the future of world trade.
This is a three-credit unit course offered by MBA students specialising in entrepreneurship, in the Department of Business Administration, University of Jos. The course aims at equipping students with the requisite practical knowledge and skills that would help them manage high-growth profile small businesses within any local context. Having gone through the course, it is expected that the student would be able to apply excellent consulting skills to helping small businesses find practicable solution to challenges they face. In addition, students would be able to effectively train owners/managers of small businesses to competently develop and implement optimal solutions to evolving problems in their businesses.