Harare Institute of Technology
School of Business and Management Sciences
Technopreneurship Development Centre
Technopreneurship 2 Course Portfolio Code HIT 1201
Course Synopsis
Marketing is a value-enhancing function that identifies opportunities, develops markets, and builds brands. Consequently, good marketing enables companies to charge
price premiums, sustain competitive advantage and maintain long-run profitability. To this end, Technopreneurship 2 (HIT 1201) covers the following topics:
understanding consumer and corporate behavior, conducting customer and competitor analysis, developing new products, branding and brand extension, pricing,
designing distribution channels, and managing marketing-mix activities. Therefore, the course introduces students to the essentials of marketing (key concepts,
methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and connected environment.
Aim of the Course
The aim of this course is to provide students with hands-on appreciation of marketing in everyday life. Further, students must be able to find the strategic fit of
marketing within any business plan.
Course objectives
• To familiarize students with the elements of the marketing.
• To enhance problem solving and decision making through engaging in in-depth discourse which helps students understand the dynamics of marketing in
practical way.
• To expand the students ‘knowledge and skills of marketing of current marketing trends and business practices.
Expected Learning Outcomes:
At the completion of the course requirements, the student will be able to:
✓ Discuss the role and contributions of marketing within an organization.
✓ Recognize the role of marketing in the social and economic structure of Zimbabwe.
✓ Demonstrate the vital need for a consumer orientation on the part of all employees in a firm.
✓ Interpret the causes of business problems by using concepts and techniques from marketing.
✓ Define the basic vocabulary appropriate to the field of marketing.
✓ Describe the relationship between marketing and other major business activities such as production and finance.
✓ Discuss the relationship between business marketing activities and associated governmental regulations.
✓ Understand the difference between unresolved ethical questions and behavior that is simply unethical.
✓ Understand and create a marketing plan
Delivery
Classroom activity will consist of lectures, tutorials, class discussions, in-class exercises and online interactions. Lectures will refer to, but not review, all material as
outlined in the course outline. Discussions will focus on the application of concepts rather than mere reviewing.
SCHOOL
Lecturer
Mr C. Chitumba SCHOOL OF ENGINEERING & TECHNOLOGY
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Miss T. Dundu SCHOOL OF INDUSTRIAL SCIENCES AND TECHNOLOGY
Mr W. Ukama SCHOOL OF ALLIED HEALTH SCIENCES
Mr O. Chahele SCHOOL OF BUSINESS MANAGEMENT SCIENCES
Mr R. Vudzijena SCHOOL OF INFORMATION SCIENCES AND TECHNOLOGY
Course Content
TOPIC AND CONTENT Time slots
Introduction to Marketing: Week 1
Definition of Marketing
Misconceptions of marketing
The evolution of Marketing - (Marketing philosophies)
Importance of marketing for Technopreneurs
Marketing plan outline and group formation
Marketing Research: Week 2
Importance of marketing research
Types of Market Research
The Marketing research process
Marketing Research Methods
Marketing research software tools/ platforms
Sources of Marketing research data
Marketing research data analysis and reporting
Marketing Information Systems
Submission of proposed marketing plan (product and company)
Consumer behaviour: Week 3
Classification of consumers
Consumer goods classifications
The consumer decision making process
Diffusion of innovation
2
Tutorial on chapter 3 and 4
Marketing strategy Week 4
The Product
Levels of a product
Types of products
Product life cycles
Branding and packaging
Product portfolio management
Pricing
Importance of pricing
Price Vs Value
Factors influencing pricing
Pricing strategies
Promotion Week 5
Define promotion in the context of marketing communication
The communication process
The promotional mix elements
Integrated Marketing Communication (IMC)
Place/ Distribution
The role of distribution
Distribution strategies
Channels of distribution
Factors influencing distribution
SEMESTER BREAK
Week 5
Test 1 on content covered
Segmentation Targeting and Positioning (STP) Week 6
Define Segmentation
Reason for segmenting markets
Segmentation criteria
Target Marketing
Target marketing strategies
Positioning
3
Define positioning and its importance
Strategic Marketing plans Week 7
The Marketing environment
SWOT analysis
Link between the Strategic plan and Strategic Marketing plan
The Marketing planning process
Working on marketing plans in groups
Social responsibility and ethics in marketing Week 8
Importance of CSR as a marketing tool
The Triple Bottom Line (TBL) Concept
Artificial Intelligence and Its Ethical Implications for Marketing
Forms of Marketing (Current trends) Week 9
Cause marketing, Digital Marketing, Scarcity Marketing, Undercover Marketing, Transactional
Marketing, Evangelism Marketing, Augmented Marketing and others.
Pay per click, Search Engine Optimization Adwords, Blogs, Social Media Marketing: WhatsApp,
TikTok, Instagram, Facebook, LinkedIn, YouTube
Digital marketing tools: Hootsuite, Google Analytics, Google Trends, Matomo, Media monitoring,
Google Ads, Rank Math, HubSpot, Activecampaign, Squarespace Commerce, Landing Page Builder
Bandzoogle.
NB: Artificial Intelligence and Big data Analytics tools for Marketing
Seminar/ Public Lecture on special topics in Technopreneurship 2. Week 10
TUTORIAL
Week 11
TUTORIALS
COURSE ASSESSMENT
Students shall be assessed based on two assignments and one test. The two assignments (each contributing a weight of 5%) and a test (with a weight of 15%) will con -
tribute 25% towards the final course mark. The final examination will contribute 75%.
4
NB: A minimum CONTINUOUS ASSESSMENT mark of 50 % is required for students to be allowed to sit for the final examination. Students are also required to
Hours Per Semester
Directed Learning Self-Study Time Scheduled Assessment Total
Learning
40 52 8 100
have at least 80 % attendance of lectures to be allowed to sit for the final examination.
Hardware/Software Requirements
In order to facilitate and achieve the required transfer of knowledge for this course the following hardware and software resources are required:
a. A Laptop or Tablet
b. Microsoft Word
c. Microsoft PowerPoint
d. Microsoft Excel
e. Wi-Fi or any form of internet connectivity
f. Robust E Learning system ie Moody, Google Classroom, Zoom & Google Meet
g. Reliable Power supply
h. Smart phone
Relevant Policies and Procedure Manuals
The University policy on plagiarism and general behaviour is to be adhered to all the time.
If a candidate fails to write a test or hand in an assignment due to ill health proof from the doctor is required.
Students are expected to exhibit good work ethics and behaviour in class i.e.
a) Punctuality for lectures
b) Sit for the online tests/quiz during the required window period
c) Being in the right place at the right time
d) Being courteous
e) Hand in all work on time (Late Submission Attracts 5% Deduction Per Day)
f) Use of cell phone i.e. social media handles and writing notes for other courses during Technoprenuership lecture time in class is not permitted.
Recommended Textbooks
1. Naz, H. and Kashif, M., 2025. Artificial intelligence and predictive marketing: an ethical framework from managers’ pers
2. Sadullayevna, D.M., 2024. BASICS OF DIGITAL MARKETING. Gospodarka i Innowacje., 51, pp.160-166.
3. Tatikonda, R., Ponnala, J., Thatikonda, R., Yendluri, D.K., Kempanna, M. and Ananthan, B., 2024, March. Optimizing Digital Marketing Strategies Through
Search Engine Optimization. In 2024 IEEE International Conference on Contemporary Computing and Communications (InC4) (Vol. 1, pp. 1-6). IEEE.
4. Shaik, M., 2023. Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), pp.993-1004.
5. Gonçalves, A.R., Pinto, D.C., Rita, P. and Pires, T., 2023. Artificial Intelligence and Its Ethical Implications for Marketing. Emerging Science Journal, 7(2),
pp.313-327.
6. Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for the identification of digital marketing channels and
platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, pp.251-265.
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7. Veleva, S.S. and Tsvetanova, A.I., 2020, September. Characteristics of the digital marketing advantages and disadvantages. In IOP Conference Series: Materials
Science and Engineering (Vol. 940, No. 1, p. 012065). IOP Publishing.
8. Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
9. Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
10. Keegan, W.; (2014). Global marketing management. 8th Edition, Prentice-Hall. India, New Delhi.
11. Deepak, R. K. A., &Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
12. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2021). Marketing management: an Asian perspective.
13. Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.
14. Plouffe, Christopher R., et al. "Does the Customer Matter Most? Exploring Strategic Frontline Employees’ Influence of Customers, the Internal Business Team,
and External Business Partners." Journal of Marketing 80.1 (2016): 106-123. doi: http://dx.doi.org/10.1509/jm.14.0192
15. Liu, Peggy J., CaitLamberton, and Kelly L. Haws. "Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and
Avoiding Trivialization Effects." Journal of Marketing 79.3 (2015): 74-90. doi: http://dx.doi.org/10.1509/jm.14.0091
Electronic Marketing journals (Available through the University Library E-resources link
