This course is an introduction to the fundamentals of marketing. It explores key issues in marketing management, providing frameworks and tools to analyze and solve strategic-level marketing problems.

Students will apply the concepts in hands-on exercises and cases.

Course Objectives

The course provides a solid understanding of marketing concepts, focusing on strategic approaches in marketing. By the end of this course, students should be able to:

  • Explain the role of marketing within the organization, the elements of marketing strategy, and how they can be used to develop competitive advantage
  • Analyze marketing situations and strategies to identify opportunities and threats to the organization
  • Develop marketing strategies to gain a sustainable competitive advantage in the marketplace
  • Communicate marketing analyses effectively in writing and through discussion.

Course Content

  1. Strategic marketing analysis
  2. Developing a coherent marketing mix
  3. Understanding the impact of the marketing mix on brand equity and customer lifetime value
  4. Demonstrating an operational understanding of marketing
  5. Developing a critical assessment of marketing problems and a professional marketing audit