The course is designed to help the students learn the basic concepts of modern marketing in a management-orientation way. The most basic objectives of this course are to provide you with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision-making.
You will be expected to familiarize with the ‘language of marketing’ (i.e., terms, concepts, and frameworks) used by practicing marketing managers, and have a solid understanding of the major decision area under marketing responsibility. It focuses on major decisions that marketing managers may face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Within time limits, this class attempts to cover all the topics that a marketing manager needs to face in strategic, tactical, and administrative marketing.