This course equips students with the fundamental knowledge and skills needed to understand and apply core marketing principles in contemporary business contexts. Students will explore key marketing concepts, including consumer behavior, market research, segmentation, targeting, positioning, the marketing mix, branding, pricing, distribution, and promotion. The course provides students a toolkit of analytical frameworks and practical techniques for identifying customer needs, developing marketing strategies, and making informed marketing decisions. Finally, the course introduces students to current marketing practices and emerging trends that shape how organizations create, communicate, and deliver value to customers.
Upon successful completion of this course, a student will be able to:
1. Define the basic marketing principles and concepts,
2. Identify the importance of strategical marketing decisions in the success of businesses,
3. Describe the vital role marketing research plays in the assessment of customer needs and wants,
4. Prepare a comprehensive marketing plan for a new product idea,
5. Discuss the applications of marketing concepts in the global business environment.