COURSE DESCRIPTION

The course is a study of the environment and the functions of marketing management from a managerial perspective. The course topics include the scope and philosophy of marketing; concepts of market segmentation, targeting, and positioning. The development and management of product, pricing, promotional, and distribution policies as interactive elements of the marketing mix are covered. The concepts and technologies of marketing of goods, services, and ideas, in addition to international marketing and marketing mix are included.

Lectures will be augmented with readings, videos, cases and practical assignments to highlight the key topic areas. A high level of class participation is expected to ensure maximum learning and sharing of experience.