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 second year of marketing builds on the first two parts (Defining Marketing and Understanding the Marketplace and Consumers) by discussing Part 3: Designing a Customer-driven Strategy and Mix and Part IV: Extending Marketing, that is, selected chapters from Chapter 7 to 20 of the course text book.
Learning Outcomes:
- Develop a customer-driven marketing strategy and a positioning statement for a fictitious new business
- Explain segmentation, targeting, differentiation, and positioning strategies
- Distinguish between product and service marketing
- Describe the options of marketing-mix operations
- Write and present a marketing plan
