The aim of this course is to provide students with a comprehensive understanding of the fundamental concepts of marketing, the evolution of marketing thought, and the marketing environment; to develop their ability to analyze consumer behavior and the purchase decision process, formulate segmentation, targeting, and positioning strategies, evaluate the elements of the marketing mix, and interpret current marketing practices.

This course covers the definition, scope, and importance of marketing; the evolution of marketing concepts; the marketing environment; consumer behavior and the purchase decision process; market segmentation, targeting, and positioning; the marketing mix (product, price, place, and promotion); product management, branding, packaging, and new product development; pricing strategies; distribution channels and logistics activities; the promotion mix, advertising, personal selling, public relations, digital communication, marketing mix applications, case studies, and current marketing practices.