Marketing is a business function and a management process that creates, communicates, and delivers values. The course is designed to help undergraduate students majored in business administration appreciate the role of marketing in the modern society, understand major conceptual frameworks of marketing management, and familiarize themselves with analytical tools that managers use upon addressing marketing problems.

The course consists of lecture, case discussion, and simulation sessions. Lecture sessions are designed to introduce a series of important concepts in marketing management, case sessions provide course participants opportunities to explore how such concepts can be applied in business scenarios, whereas simulations sessions let participants taste the flavor of the real-world competitions.