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Language of Instruction
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English
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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BUSINESS ADMINISTRATION
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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Developing an understanding of key marketing concepts and their role in creating customer value and competitive advantage.
Examining market segmentation, targeting, and positioning strategies to identify and serve diverse customer needs.
Analyzing the components of the marketing mix (product, price, place, promotion) and their strategic integration.
Applying marketing research techniques to generate consumer insights and support evidence-based decision-making.
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Course Content
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This course introduces non-business students to core marketing concepts and strategic principles. It develops a marketing mindset by providing analytical tools and frameworks to understand customer needs, create value, and support organizational goals. Key topics include consumer behavior, segmentation, positioning, product development, pricing, distribution, and promotion. Through real-world examples and digital applications, students explore how marketing strategies are formulated and implemented. The course balances theory and practice to address contemporary marketing challenges.
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Course Methods and Techniques
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Prerequisites and co-requisities
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None
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Course Coordinator
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None
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Name of Lecturers
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None
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
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