Business Administration and Marketing Course

Lesson 1 • The Business Environment and Its Forces

Examines internal and external forces shaping business decisions. Connects macro-level trends to day-to-day operational choices.

Lesson 2 • Organisational Structures and Design

Covers hierarchical, flat, and matrix structures and their trade-offs. Enables students to match structure to strategic goals.

Lesson 3 • Business Ethics and Social Responsibility

Defines ethical frameworks and corporate social responsibility standards. Students apply ethical reasoning to realistic business dilemmas.

Lesson 1 • Understanding Financial Statements

Decodes income statements, balance sheets, and cash flow reports. Anchors financial literacy needed for all subsequent management topics.

Lesson 2 • Investment and Capital Decision Basics

Introduces net present value, payback period, and return on investment. Equips students to evaluate capital expenditure proposals.

Lesson 3 • Financial Ratios and Performance Metrics

Applies ratio analysis to evaluate liquidity, profitability, and efficiency. Connects financial data to strategic business assessments.

Lesson 1 • The Marketing Mix: Product and Price

Covers product lifecycle, branding, and pricing strategies. Students learn to align product and price decisions with customer value.

Lesson 2 • The Marketing Mix: Place and Promotion

Examines distribution channels and the promotional mix elements. Connects channel and communication choices to target audience needs.

Lesson 3 • Consumer Decision-Making Process

Maps the five-stage buying process and the factors influencing each stage. Directly informs product, pricing, and communication strategies.

Lesson 1 • Qualitative Research Techniques

Covers focus groups, in-depth interviews, and ethnographic observation. Students gain tools to uncover motivations behind consumer behaviour.

Lesson 2 • Quantitative Research and Survey Design

Teaches questionnaire construction, sampling methods, and basic statistical analysis. Enables students to generate statistically reliable consumer data.

Lesson 3 • Research Design and Methodology

Distinguishes exploratory, descriptive, and causal research designs. Provides the structural foundation for all data collection activities.

Lesson 1 • Situational Analysis Tools

Applies SWOT, PESTLE, and competitive analysis to assess market position. Generates the evidence base for strategic marketing choices.

Lesson 2 • Marketing Strategy Formulation

Covers growth strategies, competitive positioning, and value proposition design. Students select strategies appropriate to their market context.

Lesson 3 • Marketing Budget and Resource Planning

Allocates budget across channels using objective-and-task and percentage methods. Connects financial planning to strategic marketing execution.

Lesson 4 • Setting Marketing Objectives and KPIs

Establishes SMART objectives and links them to measurable performance indicators. Ensures marketing goals are trackable and business-aligned.

Lesson 1 • Paid Digital Advertising

Teaches pay-per-click, display, and retargeting campaign structures. Students manage budgets and optimise ad performance using data.

Lesson 2 • Search Engine Optimisation and Content

Covers keyword research, on-page optimisation, and content marketing strategy. Students improve organic visibility and audience engagement.

Lesson 3 • Digital Analytics and Campaign Optimisation

Uses web analytics tools to measure traffic, conversions, and ROI. Students apply A/B testing and data insights to improve campaign results.

Lesson 4 • Digital Marketing Strategy Overview

Maps the digital customer journey and aligns channels to funnel stages. Establishes the strategic logic before channel-specific tactics.

Lesson 1 • Sales Team Leadership and Motivation

Covers recruitment, training, quota setting, and incentive design for sales teams. Equips managers to build high-performing sales cultures.

Lesson 2 • Sales Process and Pipeline Management

Maps the end-to-end sales cycle from prospecting to close. Provides the operational backbone for consistent revenue generation.

Lesson 3 • Customer Retention and Loyalty Programmes

Designs retention strategies, loyalty schemes, and customer success frameworks. Connects post-sale engagement to lifetime value growth.

Lesson 4 • Customer Relationship Management Systems

Introduces CRM platforms, data entry standards, and workflow automation. Students use CRM data to prioritise accounts and personalise outreach.

Lesson 1 • Strategic Analysis at the Business Level

Applies value chain analysis and resource-based view to identify competitive strengths. Synthesises prior course learning into strategic diagnosis.

Lesson 2 • Strategy Implementation and Change Management

Addresses execution barriers, change resistance, and organisational alignment. Bridges strategy formulation with real-world implementation.

Lesson 3 • Measuring and Sustaining Competitive Advantage

Evaluates long-term performance using strategic metrics and scenario planning. Students develop adaptive strategies for dynamic markets.

Lesson 4 • Innovation and Business Model Design

Covers disruptive innovation, business model canvas, and revenue model options. Students redesign business models to capture new value.