Description
This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's:
(1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders.
(2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion.
Objectives
1. To familiarize with the basic concepts, and techniques of marketing management.
2. To understand the behaviour of consumers
3. To create awareness of marketing mix elements.
4. To analyze and solve marketing problems in the complex and fast changing business environment.
Outlines
1 – Marketing Concepts and Creating Value
2 – Strategic Marketing
3 – The Marketing Environment
4 – Marketing Research
5 – Consumer Behaviour
6 – Brand Branding, Brand Equity and Brand Positioning
7 – Dealing with Competition
8 - Product and Services Strategy
9 – Pricing Strategy &
10 – Distribution Strategy
Lessons:
EN 
AR