MARKETING FUNDAMENTALS (3 SCU)

Learning Outcomes :

Upon successful completion of this course, students are expected to be able to identify   the emerging local and global marketing problems/issues; assess the marketing management principles and performance both local and global corporate;  assess market and industry using the latest marketing management conceptual frameworks; to evaluate recommendations on a comprehensive marketing management approach to address local and global business problems; and to demonstrate effective oral communication skills.

Topics :

As defined by The American Marketing Association (2015), marketing is: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The purpose of this course is to develop knowledge and skills in the managerial aspects of marketing. The course provides an understanding of marketing as the basis for general management decision-making and as a framework for analyzing business situations. It aims to expose students to the basic concepts, tools and techniques in marketing and provide them the opportunity to apply these in problem solving and decision making in the area of marketing.