Principles of marketing
Course Description: This is an introductory marketing course that facilitates the students to get a comprehensive understanding of the basic concepts of marketing. The course will cover various fields of marketing such as customer value creation, marketing environment, customer relationship management, segmentation and target Market, pricing, product development, Promotion, basic market research tools, consumer behavior, and the components of integrated marketing communication.
Course Objectives: 1. To introduce you to the key elements in developing a marketing strategy and planning a marketing program. 2. To familiarize you with the elements of the marketing mix (product, pricing, promotion, and distribution strategies) 3. To make you understand the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing.
Student Learning Outcomes: On successful completion of this course, the students should be able to: 1. Comprehend key marketing concepts and principles 2. Apply and implement marketing methods in the real-world 3. Identify how the marketing mix is used to create value 4. Comprehend the role of marketing in achieving customer satisfaction and organizational success.
Textbook: Principles of Marketing (Global Edition) 15th, 2015 by Philip Kotler & Gary Armstrong; Pearson Education, Inc., Publishing as Prentice Hall, USA.
Course Objectives: 1. To introduce you to the key elements in developing a marketing strategy and planning a marketing program. 2. To familiarize you with the elements of the marketing mix (product, pricing, promotion, and distribution strategies) 3. To make you understand the relationship of marketing to other functions and processes in a business organization on an integrated basis; providing real world examples of challenges and issues related to marketing.
Student Learning Outcomes: On successful completion of this course, the students should be able to: 1. Comprehend key marketing concepts and principles 2. Apply and implement marketing methods in the real-world 3. Identify how the marketing mix is used to create value 4. Comprehend the role of marketing in achieving customer satisfaction and organizational success.
Textbook: Principles of Marketing (Global Edition) 15th, 2015 by Philip Kotler & Gary Armstrong; Pearson Education, Inc., Publishing as Prentice Hall, USA.