Course Description

This course offers a comprehensive exploration of marketing, focusing on both foundational concepts and advanced strategies for delivering products to customers. Students will gain an understanding of contemporary marketing terms, theoretical models, and innovative research methods essential for effective marketing practice. Key topics include strategic marketing fundamentals, buyer behavior, market segmentation, and the critical elements of the marketing mix: product, pricing, distribution, and promotion.

Students will enhance their skills in implementing marketing models and analyzing marketing research results, equipping them to make informed managerial decisions. The course also addresses the social and ethical issues that influence marketing practices, encouraging students to consider the broader impact of their marketing strategies on society and the environment.

By aligning with the United Nations Sustainable Development Goals (SDGs), this course emphasizes the importance of responsible marketing in creating sustainable value for organizations and society. It integrates the Principles for Responsible Management Education (PRME), promoting ethical considerations and innovative practices that contribute to social well-being and sustainable development.

Learning Outcomes

By the end of this course, students will:

1. Comprehend core marketing concepts, including the marketing mix, market segmentation, targeting, and positioning.
2. Analyze consumer and business buyer behavior, evaluating the factors influencing purchasing decisions and their implications for marketing strategies.
3. Conduct market research by applying appropriate methodologies to gather, analyze, and interpret data for decision-making.
4. Develop strategic marketing plans integrating product development, pricing strategies, distribution channels, and promotional tactics.
5. Assess global marketing opportunities, examining cultural, economic, and legal considerations.
6. Evaluate the ethical and social responsibility implications of marketing strategies.
7. Utilize digital marketing tools to enhance consumer engagement.
8. Apply critical thinking to marketing challenges, adapting strategies to dynamic environments.