The content subject analysis of Principle of Marketing, Marketing Management, Marketing Planning and Marketing Strategy

Abstract

In this research investigation, the researcher examines the contents, content redundancy, and the probable contents of the following subjects: Principles of Marketing; Marketing Management; Marketing Planning; and Marketing Strategies. Data were collected from the Business Administration Programs at a bachelor’s degree level of various universities offering these courses. Data were also collected from the interviews with lecturers and experts in marketing. Findings showed that the contents of these four subjects overlapped at the highest proportion. The students did not receive full benefits because they studied the subjects with redundant contents. The determination of the contents in each subject should be conducted in a strict manner in accordance with the titles of the subject. The Principles of Marketing should have the basic contents without the focus on strategies and marketing planning. Marketing Management should focus on management and should not overlap with the contents of the Principles of Marketing. It should cover planning, implementation, and assessment. Marketing Planning should have the contents with the focus on the planning of marketing. The emphasis should be on marketing plans of different types, especially operational plans using a marketing mix appropriate for marketing plans.  Marketing strategies should have the contents in different forms for competition and focus on marketing strategies Recommendations are that all four subjects should be inspected for redundancy. The contents should be compared to determine whether these subjects are redundant.