Business Communication is a basic language
and communication skills course, designed
specifi cally for students for whom English is their
second language. It aims to improve students’
written and verbal communication skills; develop
their oral presentation skills; introduce them to
business vocabulary and etiquette; and generally
give them the confi dence to conduct business
in English. It incorporates reading and listening
comprehension practice tests, reading texts for
understanding, and features exercises that have
students practise conversations and discussions in
English of various lengths and levels. The course
also teaches students the fundamentals about
business correspondence – letters, e-mails, and
social media.
The module offers an understanding of how
buyer behaviour helps marketers focus more
effectively on customers’ needs and wants. It
also addresses wider societal concerns about
consumption in a world of fi nite resources and the
potential confl icts that face today’s marketers as
they attempt to square consumer needs with a
fi rm’s need for profi ts and societal responsibilities.
The module enables students with an interest in
consumer behaviour to develop their knowledge,
understanding and skills in this area.
This course is an overview of the major functions
of management. The course examines the basic
managerial functions of planning, organizing,
staffi ng, leading and controlling in the
contemporary environment through a variety of
theories and models for an effective managerial
decision-making. Emphasis is on basic managerial
functions of planning, organizing, controlling and
leading through a variety of theories and models
for an effective managerial decision-making. Upon
completion, students should be able to work as
contributing members of a team utilizing these
functions of management.
The major aim of this course is to present students
the need of marketing to adapt to the changing
nature of customer paths in the digital economy.
Students will be exposed to the ways connectivity
has fundamentally changed human lives. Students
will learn how marketers can boost productivity by
understanding customer paths in the digital era by
being introduced to a new set of marketing metrics
and a whole new way of looking at marketing
practices. Contemporary ways of marketing
will be analysed to examine how marketing can
utilizes electronic mediums and technological
advancements such as smartphones, computers,
tablets etc. Examples of several key industries will
be used and students will learn how to implement
the new ideas of Marketing. Students will explore
content marketing customer engagement in greater
detail in order to create customer conversations.
They will be able to understand how use of online
platforms like websites, Facebook, Skype, Tweeter
etc. are becoming a central pillar for successful
marketing strategies.
This course provides students with a good
knowledge of the basic precepts of marketing
and, in particular, a sound grasp of the marketing
concepts and its applications. The course aims to
provide a managerial orientation of the subject, i.e.
the major decisions facing marketing executives
and top management as well as a foundation for
analysing markets and developing marketing plans
at more advanced modules in the programme.
The objective of this course is to develop skills
and abilities that allow students to manage your
sales territories and own business, and provide
them with a set of unique tools enable them to
develop and build successful sales and management
careers. More specifi cally students will gain
understanding of the sales process, the relationship
between sales and marketing, sales force structure,
customer relationship management (CRM), uses of
technology to improve sales force effectiveness, and
issues in recruiting, selecting, training, motivating,
compensating and retaining salespeople.
