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BUAD 615 Marketing Management

A course designed to enable the student to develop and implement marketing strategies. Both the local and global marketplace are considered in analyzing marketing opportunities; selecting target markets; designing marketing programs; and organizing, implementing, and controlling marketing efforts.

Units: 3



  • Graduate students:
    • MBA
  • This course may also be taken by
    • Business professionals for continuing education
    • Business professionals as non-degree course for professional development
    • Graduate students of other schools as transfer credit


5-8 hours a week




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

  • Gain a practical understanding of marketing concepts and its critical role within an organization
  • Be able to apply key marketing concepts in b2c and b2b organizations
  • Know how to design marketing strategies for existing brands and startups
  • Know how to segment the market, target, and position a brand
  • Develop a complete marketing plan for a brand
  • Know how to create, deliver, and communicate superior value of a brand
  • Tap into global markets utilizing a host of marketing channels



Week 1 Understanding Marketing Management; Readings: (Chapters 1-2)
Week 2 Capturing Marketing Insights; Readings: (Chapters 3-4)
Week 3 Connecting with Customers; Readings: (Chapters 5-8)
Week 4 Building Strong Brands; Readings: (Chapters 9-12)
Week 5 Creating Value; Readings: (Chapters 13-16)
Week 6 Delivering Value; Readings: (Chapters 17-18)
Week 7 Communicating Value; Readings: (Chapters 19-22)
Week 8 Conducting Marketing Responsibly for Long-term Success; Reading: (Chapter 23)




Anup Dominic, PhD in Business (in process)

Anup Dominic, is presently an on-campus fulltime doctoral student at AIIAS, pursuing an emphasis in business marketing. He holds a master’s in business administration from the University of Wollongong in Dubai, United Arab Emirates (2018) and a Bachelor of Science in finance from Florida Atlantic University, Boca Raton, Florida, USA. His career that spans over 15 years was primarily in Sales and Marketing at several prominent companies in Dubai, UAE, representing the industries of automotive, banking, construction, consultancy, maintenance, and digital, publishing and event media.




Kenneth Swansi, PhD

Dr. Kenneth Swansi is an associate professor and chairperson of the Business Department at AIIAS. He has been actively engaged in research more particularly in the field of economics and strategic management. He has taught several business courses at various institutions for many years and mentored many young business professionals in their chosen business careers.