MARKETING AREA
MKT3130 Principles of Marketing (3 Credits)
Prerequisites: None
Previously listed as MK1201
The aims of this course are to provide students with a basic understanding of the constituent elements of the
marketing function in organizations. The course will develop analytical and diagnostic skills in dealing with
marketing situations. Students will learn how marketing objectives are matched with marketing strategies and
programs.
MKT3150 Strategic Marketing (previously MKT3140 Intermediate Marketing) (3 Credits)
Prerequisites: MKT3130
This class involves an in depth study of marketing management, with emphasis on the marketing environment,
development of marketing strategies, formulation of policies, and, critically, the integration of marketing with other
functional areas of business.
MKT3200 Ethics and Social Responsibility in Marketing
Prerequisites: MKT3130
This course introduces students to the relevance and importance of ethics and social responsibility in marketing. The
objective of the course is to increase students’ awareness and understanding of ethical issues in marketing decisions.
The course presents complex, real-world ethical problems associated with the marketing management. Through the
study of classical and current case studies, students will discuss the responsibilities of marketers, broaden their
awareness of ethics, and address the social responsibility issues. Students will develop projects on implementing
social responsibility elements of companies.
MKT3201 Consumer Behavior (3 Credits)
Prerequisites: MKT3150
This course will provide the students with knowledge of key concepts of Consumer Behavior Science and their use in
developing marketing strategies. This will include analysis of external and internal influences on consumer behavior;
consumer decision-making process; concepts of consumer strategy and tactics; the importance of product image and
brands; and, store image influence consumer purchases.
MKT3202 Marketing Communications (3 Credits)
Prerequisites: MKT3150
This course is designed to introduce students to the main aspects of the marketing communication mix as well as
marketing communications strategy. This knowledge will develop them as future marketing managers, who will be
able to lead a company’s communications. By the end of the course students will be able to define and develop a
company’s marketing communications strategy; brief advertising agencies about message style and media used for
promotional campaign; and, evaluate advertising agency proposals.
MKT3205 Retailing (3 Credits)
Prerequisites: MKT3150
This course investigates the structure of the retailing industry. Issues covered include retailing trends, retail store
organization, and tools for understanding retail consumers. Store location, design, and layout are examined as the
core of understanding the basic fundamentals of operating a retail business.
MKT3210 Services Marketing (3 Credits)
Prerequisites: MKT3150
This course focuses on the specific issues facing successful marketers in the service sector. Marketing of services,
including promotion and pricing practices and strategies, are discussed in detail as is in-depth practical knowledge of
franchising and specific services sectors.
MKT3212 Fundamentals of Selling (3 Credits)
Prerequisites: MKT3150
The fundamentals of selling and sales management will be studied in this course to ensure students understand the
role of personal selling in the company promotional program, customers’ buying behavior, sales process, and
functions of a sales manager. The students will practice the skills necessary for effective communication and
successful selling. Prospecting and approaching customers, sales presentation, handling objections, and closing and
follow-up techniques will be studied in detail. Sales planning, developing, and directing sales forces as well as
evaluating the performance of the sales aspect of organizations will contribute to the students’ understanding of sales
management.
MKT3213 Public Relations (3 Credits)
Prerequisites: MKT3150
This course is designed to introduce students to the fundamentals of public relations. Public relations can be defined
as the art and science of positioning an organization in its environment. The course examines the various ways that
communication facilitates this process. The objectives of the course are to provide an understanding of the functions
of public relations, to expose the student to the role of public relations in organizations, and to provide exercises,
which offer insights into the practicalities of public relations.
MKT3214 Brand Management (3 Credits)
Prerequisites: MKT3150
This course addresses important branding decisions faced by organizations. Its’ basic objectives are firstly to increase
understanding of the important issues in planning and evaluating brand strategies. Secondly, the course provides the
theories, models, and other tools to make better branding decisions. Thirdly, the course provides a forum for students
to apply these principles using practical examples. Particular emphasis is placed in the course on understanding
psychological principles at the customer level that will improve managerial decision-making with respect to brands. A
central aim of the course is to make these concepts relevant for any type of organization (public or private, large or
small).
MKT3220 Tourism Marketing (3 Credits)
Prerequisite: MKT3150
This course enables the student to understand the nature of the tourism and hospitality industry. It also provides
students with a strong foundation in the field of tourism marketing as well as the essential business skills to enhance
this exciting field of marketing. It develops an understanding of applied marketing theory in an international tourism
and hospitality environment, provides students with an understanding of the complexity of tourism buyer behavior.
Opportunities will be identify to position tourism products and services through an effective target marketing
approach.
MKT3221 Tourism Practices and Principles (3 Credits)
Prerequisite: None
Through an interdisciplinary approach this course introduces students to the nature of tourism and hospitality from
both an industry and a social perspective. The course imparts knowledge and comprehension by introducing research
skills, the development of critical analysis and encourages the articulation of concepts and opinions. Students will be
made aware of the development of "system thinking" and its application in both the tourism and the hospitality
industry.
MKT3223 Niche Tourism (3 Credits)
Prerequisite: none
Niche Tourism examines one of the fastest growing areas within the tourism sector. This course provides an
integrated picture of specialty/niche tourism as a whole looking at both the 'macro' and 'micro' niche area. It has a
comprehensive theoretical framework, and discusses initiatives, policies and strategies adopted internationally. With
an emphasis on linking theory to practice, it is underpinned by up-to-date international case studies from around the
world. Divided into 3 parts, it covers a variety of aspects under the headings of special interest tourism, tradition and
culture base tourism and activity-based tourism.
MKT3275 Advertising Management (3 Credits)
Prerequisites: MKT3202
This course analyses the principles and practices of advertising from a managerial viewpoint. The purpose of the
course is to familiarize the student with the process of developing and managing advertising. The course considers the
reasons to advertise products and market analyses in the planning phase of the advertising program. This stage also
includes media selection, creation, and production of advertisements, copy testing and development of advertising
budgets.
MKT3277 Sustainable Marketing (3 Credits)
Prerequisites: MKT3200, MKT3150
Sustainable Marketing course will introduce students to the concepts of social and environmental sustainability
principles applied to marketing activities of organization. The course will demonstrate students how to optimize
marketing decisions with respect to nature and society well being. Participants will learn concepts like Triple Bottom
Line, Natural capitalism, cradle-to-cradle design, and other. It is expected to demonstrate that implementation of
sustainability principles to marketing activities can improve performance and profitability of business organization.
MKT3279 Cross-Cultural Marketing (3 Credits)
Prerequisites: MKT3200, MKT3150
The course will provide the students with an understanding of cross-cultural aspects of marketing. By looking at
marketing from a cultural perspective, the students will gain insight into the problem-solving process of international
marketing. The cross-cultural setting will enhance understanding of global marketing activities. Students will be
introduced to both cross-cultural and intercultural approaches in international marketing decisions.
MKT3280 Social Media (3 Credits)
Prerequisites: MKT3202
The course will introduce students to social media marketing specifics. It will provide students with detailed
knowledge of social networks, online communities, blog, wikis and any other collaborative media for marketing. The
course will detail use of social media portals in order to influence conversion of potential clients into customers,
facilitate consumer insights sessions, co-creation activities and other brand related experiences.
MKT4201 Cases in Marketing (3 Credits)
Prerequisites: MKT3150 and 90 credits completed
The course offers various advanced case studies on practical problems in marketing.
MKT4203 Marketing Research (3 Credits)
Prerequisites: MKT3150
This course looks at how marketing research functions and procedures can be utilized in measuring and analyzing
environmental factors in consumer demand, sales efficiency, effectiveness of promotional programs, and effects of
competitor’s strategies. It includes methods of product distribution and pricing research. Projects emphasize current
marketing research techniques.
MKT4208 International Marketing (3 Credits)
Prerequisites: MKT3150
This course covers international marketing operations by looking at issues such as product policies, pricing,
marketing communications, distribution channels, and marketing research. The factors governing the decision to
engage in foreign transactions by organizations are explored in detail. In-depth market studies form a core part of the
course.
MKT4210 Digital Marketing (3 Credits)
Prerequisites: MKT3202
The course is designed to examine the unique features of marketing through the digital media. Upon completion of
the course, students will be able to understand what activities comprise digital marketing and how to support
marketing strategy with those activities. Students will not only learn the advantages of digital media compared to offline media, but also get recommendations on how to properly use various instruments of digital marketing such as
web design, search advertising, display advertising, online video, viral marketing, branded content, mobile marketing,
and social media marketing. The course will use local and international real life cases and will emphasize ethics
surrounding digital marketing activities.
MKT4219 Event Marketing (3 Credits)
Prerequisites: MKT3150
The course will provide the students with an understanding of the constituent elements of the planning, designing,
and implementing events. The focus is placed on sales promotion techniques, marketing creativity, and public
relations in the organizations. The course will develop analytical and diagnostic skills in dealing with marketing
situations.
MKT4225 Qualitative Research in Marketing (3 Credits)
Prerequisites: MKT4203
This course focuses on employing a qualitative approach in marketing research. It will introduce students to details of
various traditional methods like focus groups, in-dept interviews, projective techniques, case studies and
observations. The course will consider contemporary qualitative research methods like netnography and use of
special software NVivo for analysis of data.
MKT4250 Credit Internship Program (6 Credits)
Prerequisites: 90 credits completed
An internship is working for a company and learning on-the-job. It is an opportunity to put into practice the
Marketing knowledge learned from classroom coursework.
MGT4275 Thesis (2 Credits)
Prerequisites: 105 credits completed
A thesis is a research work on a topic that is in the area of Marketing. Students will be supervised by faculty members
in the process. Further details on thesis requirements are provided under the KIMEP University regulations on this
matter.
MGT4277 State Examination (1 Credit)
Prerequisites: As per MES regulation
Students are required to take the state examination. Further details on this requirement are provided under the
KIMEP University regulations on this matter.
MKT4299 Selected Topics in Marketing (3 Credits)
Prerequisites: MKT3150
Specialist courses in selected topics related to marketing. Topics covered vary according to the interests and expertise
of instructors and demand from students.