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
