Faculty of Business and Management Sciences · Business Administration · Undergraduate
ECTS: 5 T+P+L: 3+0+0 Compulsory
Coordinator:
Course Objective
Providing necessary information about marketing functions and processes, which are increasingly important in business management, and meeting the need for information on this subject.
Course Content
This course examines the world of marketing, explaining what marketing is, what its main goals and functions are. A wide variety of topics are covered, including but not limited to marketing environment, developing new products, pricing strategies, marketing channels, advertising, online and social media marketing.
Course Learning Outcomes
- Define and apply fundamental marketing principles, including value creation, customer engagement, and the role of marketing in business and society (societal marketing).
- Identify key external and internal factors that influence marketing decisions, including market trends, competition, and consumer behavior.
- Assess product and service decisions, branding approaches, and product life-cycle strategies to understand their impact on consumer perception and business performance.
- Compare different pricing models and marketing channel structures to determine how firms capture customer value and optimize market reach.
- Examine how businesses engage consumers through advertising, public relations, personal selling, and digital marketing to enhance brand awareness and customer relationships.
- Integrate knowledge of marketing principles to analyze case studies, evaluate marketing strategies, and propose solutions to business challenges.
Core Area Distribution
(31) Social and Behavioural Science%25 (34) Business and Administration%75