The objective of this course is to enable students to understand the basic concepts of marketing, marketing perspectives, the marketing environment, and the elements of the marketing mix; and to equip them with the knowledge and skills to analyze consumer and industrial markets, develop marketing strategies, and evaluate current marketing practices.

This course covers the basic concepts of marketing, its development and marketing paradigms, the marketing environment, strategic planning, marketing information systems and marketing research, consumer and industrial markets, market segmentation, target market selection and positioning, product, brand, pricing, distribution, marketing communications, customer relationship management, service marketing, direct marketing, and an -commerce, and an introduction to digital marketing. In addition, ethical marketing, sustainable marketing, and current marketing practices are evaluated through case studies.