People Innovation Excellence


Learning Outcomes:

Upon successful completion of this course, students are expected to: acquire a good understanding of consumer marketplace and ability to analyze the marketing environment and the marketplace; acquire good comprehension of marketing strategies and marketing plans; acquire a good understanding of the value creation process, marketing ethics and marketing research; gain full understanding on different components of marketing mix and come up with strategies that are appropriate for companies in different business contexts; and prepare relevant marketing plan for a particular product or brand that incorporates the analysis of market and product situation as well as consumer behaviour, in order to suggest appropriate marketing strategies and tactics.


This course is intended to be the first gateway to the world of marketing. It provides fundamental theories, concepts and techniques in the science of marketing and gives students the foundation of what marketing is all about.  In order to gain understanding of the marketing activities and concepts, students are expected to know different components of marketing mix, analyze different company situations and propose marketing strategies based on them. Moreover, the students are encouraged to work collaboratively and devise a marketing plan suitable for a chosen product or brand.

Pre-requisite: None

Published at : Updated

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