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Marketing is the business function that identifies customer needs and wants, determines which
target markets the organization can serve best, and designs appropriate products, services, and
programs to serve these markets. It guides the entire organization.
The goal of marketing is to create customer satisfaction by building value-based relationships
with customers, in conjunction with other internal and external business units. The end-result is
gaining market leadership by understanding consumer needs and finding solutions of superior
value, quality, and service.
The objective of this course is to take a practical, managerial approach to marketing. It gives the
student a comprehensive and innovative, managerial and practical introduction to marketing.
The Principles of Marketing provides in-depth exposure to practical examples and applications
about managerial decisions. These include the trade-off between the organization’s objectives
and resources against needs and opportunities in the marketplace.
Course Objectives are:
• To understand the marketing concept.
• To recognize and suggest applications of the marketing concept.
• To identify implications of the marketing concept for the accounting, finance, research and
development, purchasing, production, and personnel functions for marketing and service
functions.
• To evaluate the effects of the marketing concept on the firm, consumers, and society.
Course Topics are:
• Marketing Management Process
• Analyses of Market Opportunities
• Selection of Target Markets
• Development of Marketing Mix
• Management of Marketing Effort
• Careers in Marketing in Careers
The most important el ...