Upon successful completion of this course, students are expected to be able to: describe the roles of marketing and marketing strategy in business value creation; use appropriate terminologies in marketing activities and business environment; apply marketing concepts into marketing strategies in both local and international contexts; explain the effects of marketing practices towards the community and the environment at large.
This course is intended to be the first gateway to the world of marketing. It provides fundamental theories, frameworks, concepts and approaches to ensure comprehensive understanding of marketing that are required in business decision making. The course is designed so that students would develop respect for the importance of marketing in modern business activities.
Pre-requisite(s): Introduction to Management and Business
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