| Objectives: |
The objective of this course is to introduce students to the fundamental concepts, principles, and applications of marketing. The course aims to help students understand how businesses create value for customers, how they analyze markets and consumer behavior, and how they design effective marketing strategies. By the end of the course, students will be able to explain basic marketing concepts, evaluate the marketing environment, apply the elements of the marketing mix, and understand the ethical, social, and sustainability issues that influence modern marketing decisions. |
| Content: |
This course covers the fundamental theory and application of marketing. The course content includes an introduction to marketing and its development, marketing philosophies and the marketing environment, consumer and industrial buyer behavior, marketing research and information systems, market segmentation, targeting and positioning strategies, and the elements of the marketing mix consisting of product, price, distribution, and promotion. It also addresses current issues such as service marketing and the extended marketing mix, international marketing strategies, marketing ethics, social responsibility, and sustainability. |