COURSE GOAL and LEARNING OBJECTIVES:
By the end of this course students will be able to
• Outline the key concepts and issues underlying the modern practice of marketing
• Explain the role of marketing in modern business
• Explain the differences between products and services marketing
• Identify and evaluate the elements of the marketing environment
• List the components of a marketing plan
• Explain the differences between consumer and corporate behaviour
• Introduce integrated marketing communication tools
• Discuss the role of personal selling techniques in marketing
• Discuss the impact of technology on marketing
• Outline issues in international marketing
• Discuss ethics and legal issues in marketing
• Identify business profitability issues and evaluate marketing actions in case study
• Recommend appropriate strategies to rectify a current situation.
- Teacher: Scott McWalter
This course is an introduction to marketing activities in modern business firms. The major topics covered are target markets and segmentation, consumer behaviour, research and information systems, and the marketing mix. Throughout the course, emphasis is on the application of concepts and perspectives to current business problems and opportunities, through case studies and projects.
- Teacher: Harish Gautam
This course is an introduction to marketing activities in modern business firms. The major topics covered are target markets and segmentation, consumer behaviour, research and information systems, and the marketing mix. Throughout the course, emphasis is on the application of concepts and perspectives to current business problems and opportunities, through case studies and projects.
- Teacher: Harish Gautam