Introduction to Marketing

Learning Outcomes

On successful completion of this course, student will be able to: Explain marketing environment factors that impact to the success the marketing strategy design; Describe marketing strategy factors required to design a proper marketing program; Analyze marketing strategy and program suitable to the situation of markets, consumers and stakeholder’s expectations

Topics

1. Creating and Capturing Customer Value
2. Analyzing the Marketing Environment
3. Consumer Markets and Consumer Buyer Behavior
4. Customer-Driven Marketing Strategy
5. Products, Services, and Brands
6. New-Product Development and Product-Life Cycle
7. Pricing Strategies
8. Marketing Channels
9. Retailing and Wholesaling
10. Integrated Marketing Communications
11. Advertising and Public Relations
12. Personal Selling and Sales Promotion
13. Direct and Online Marketing