The purpose of this course is to give an overview of the entire marketing function. The objective is to take a broad-based approach to expose students to the meaning of marketing, the terminology of marketing, the activities involved in marketing, how managers make and implement decisions in marketing, and how they evaluate the results. The role of marketing in the broader society will also be discussed. At the end of this course, students will be able to understand the meaning of the marketing concept, various marketing terminologies, how firms develop and evaluate marketing strategies related to product, place, price, and promotions, how marketing strategies are related to other strategies of the firm, and what internal and external factors influence the marketing decisions. The outcome of the course will be assessed by a series of multiple choice and short essay questions, and other suitable assignments decided by the instructor.
This course intends to enable students to
- explain the nine-step process of how to design a study of marketing research,
- study the process of planning and executing the conception, pricing, promotion and
- distribution of ideas, goods, and services to create exchanges that satisfy individual and
- organization goals for marketing management,
- learn the creation of long-term loyalty relationships, and the analyzing the customer markets.
