Course ID
MKT 103
ECTS Credits

This course introduces students to the theory and practice of Marketing – based on the concept that marketing creates more value for customers in order to capture more value from customers in return. This first year of marketing covers  Part 1: Defining Marketing, Part 2: Understanding the Marketplace and Consumers, as well as the first section of Part 3: Designing a Customer-driven Strategy and Mix – all addressed in the first seven chapters in the course text book.

Learning Outcomes:

  • Describe the meaning and the development of marketing in organizations and the concept of marketing in the modern era 
  • Examine marketing’s role in an organization and describe the activities that constitute marketing
  • Explain the process of strategizing and compiling a marketing plan
  • Analyze an organization’s internal and external environment
  • Explain the principles that determine how consumers’ behave in the market
  • Distinguish between business-to-consumer (B2C) and business-to- business (B2B) markets
  • Describe the process of market research
  • Complete a simple market research activity
  • Using the steps described, develop a customer-driven marketing strategy and the positioning statement for a fictitious new business