To enable the student to analyze the company’s current marketing approach and define a marketing strategy; to analyze the marketing environment based on the industry in which the company operates and its target market; to identify variables beyond the company’s control; to evaluate market segments; to contribute to the identification of suitable segments as target markets; to assist in product differentiation and positioning; identify product life cycles to implement sales-boosting measures, assist in pricing and price management based on market structure, competitive landscape, and business objectives, help develop a promotional mix tailored to the target market, identify marketing channels, design channel structures, and contribute to the selection of the most appropriate channel system.

Analyze the company’s current marketing strategy; Determine the marketing strategy based on the company’s and market’s conditions; Identify uncontrollable variables; Identify uncontrollable variables; Identify controllable variables; Evaluate market segments; Contribute to identifying suitable segments as target markets; To assist in product differentiation, To assist in product positioning, To identify the product’s life cycle stages and take appropriate measures, To assist in pricing, To ensure price adjustments, To make recommendations on price-changing strategies, To identify marketing channels, To contribute to the design of marketing channels, To contribute to the selection of the most appropriate channel system.