The aim is for students to understand the fundamental concepts of marketing, marketing principles, and marketing processes. They are expected to be able to analyze consumer behavior, market research, and marketing decisions. The goal is to cultivate individuals who can evaluate basic marketing practices using the elements of the marketing mix.

The course covers fundamental marketing concepts and the evolution of marketing understanding, the marketing environment, consumer behavior and marketing research, market segmentation, target market selection and positioning strategies, product, price, distribution and promotion decisions within the marketing mix, service marketing, e-commerce, current marketing approaches and case studies.