Marketing and Customer Relationship Management (BAE 202)
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BAE 202 – Marketing and Customer Relationship Management
Module Objective
To develop practical knowledge of marketing principles, customer management and strategies
for creating and retaining customers.
Learning Outcomes
Learners will be able to:
• Explain core marketing concepts.
• Conduct basic market and customer analysis.
• Develop customer-focused marketing strategies.
• Explain customer relationship management.
• Evaluate customer service practices.
Module Content
1. Principles of Marketing
2. Marketing Environment
3. Consumer Behaviour
4. Market Research
5. Market Segmentation
6. Targeting and Positioning
7. Marketing Mix8. Product Management
9. Pricing
10. Promotion
11. Distribution
12. Digital Marketing
13. Customer Relationship Management
14. Customer Experience
15. Customer Retention
16. Marketing Performance Measurement
Expected Outcome
Learners will be able to develop practical marketing and customer relationship strategies that
support business growth.
IPSD Contact Information
Mr. Peter Senesie, IPSD Assistant Vice President and Dean
Email: psenesie@pathsu.education
Whats App: +232 76 752525
Dr. Michael Udam, Associate Dean, IPSD
Email: mudam@pathsu.education
Whats App: +234 803 249 6398
IPSD Website: PATHS University IPSD
Admissions: admissions@pathsu.education