Course Overview
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Course Synopsis
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This course gives the students a comprehensive, innovative, managerial and practical introduction to marketing. Specifically, how to use the different concepts in developing marketing strategies and performing marketing analysis, Customer analysis, company analysis and competitor analysis.
It also gives an insight to make students familiar with the concept of Marketing Mix (product, pricing,promotion, and distribution strategies)
It also enhances the students problem solving and decision making abilities by learning how to leverage strategic marketing analysis to inform tactical marketing mix decisions while providing you with a comprehensive framework to evaluate marketing decisions and to create successful marketing initiatives.
This course also expands your knowledge of the marketing industry while increasing your awareness of the strategic and tactical decisions behind today’s top performing brands.
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Course Learning Outcomes
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At the end of the course, you should be able to:
- Apply the basic principles and tools of marketing.
- Discuss concepts, tools, and skills necessary in developing an effective marketing and implementation plan, with a particular emphasis on customer satisfaction
- Develop an in-depth understanding of the field of marketing and to integrate theoretical concepts with practical marketing problems.
- Improve the ability to analyze marketing problems and provide implementable solutions.
- Discuss the importance of critical marketing decision-making.
- Know how to analyze markets and identify appropriate segmentation criteria to discover promising market niches.
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Course Calendar
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Week 01
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1
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Theme 1: Understanding Marketing
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Week 02
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2
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Theme 2: Marketing Environment
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Week 03
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3
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Theme 3: Organization and Marketing Strategy
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Week 04
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4
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Theme 4: Managing Marketing Information
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Week 05
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5
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Theme 5: Consumer Markets And Consumer Buyer Behavior
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Week 06
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6
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Theme 6: Business Markets And Business Buyer Behavior
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Week 07
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7
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Theme 7: Customer Driven Marketing Strategy
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Week 08
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8
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Theme 8: Product, Brands and Services
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Week 09
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9
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Theme 9: Price and Pricing
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Week 10
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10
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Theme 10: Marketing Communication
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Week 11
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11
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Theme 11: Place/Distribution
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Week 12
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12
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Theme 12: Sustainable Marketing
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Week 13
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13
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Theme 13: Digital Marketing
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