PRINCIPLES OF MARKETING
DESCRIPTION OF THE COURSE
The competitive nature of today’s business environment, technological developments includingAI and customer changing needs and wants of customers requires that current and future marketing managers understand the needs and wants of their target customers and develop appropriate marketing programs to satisfy those needs.
This course introduces students to the basic marketing concepts and how they are applied in practice. The aim of marketing is to create value for customers in order to capture value from customers in return. We discuss the marketing process—from understanding customer needs to designing customer value–driven marketing strategies and integrated marketing programs to building customer relationships and capturing value for the firm. We examine social, economic, technological, legal, ethical, and other environmental factors and their impact on marketing practices. We discuss the major trends and forces affecting marketing in this age of digital media. Students will gain the basic knowledge and skills needed to market products, services, and ideas in a global marketplace.
The course uses case studies to illustrate how managers deal with various strategic issues and challenges in different contexts and industries/organisations.
COURSE OBJECTIVES
By the end of the course, students should be able to use the marketing lexicon, describe marketing concepts and the factors such as digital media that influence marketing decisions, appreciate the vital role of marketing in today’s global economy, and apply marketing concepts to market themselves as employees.
LEARNING OUTCOMES
At the end of the course, students are expected to: