This course aims to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; as well as to show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers.
Focus will be on how to:
• Make marketing decisions in the context of general management.
• Control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably.
• Use this knowledge in a brand management simulation.
Attention will also examine how Managers can understand the consumer in order to better develop products and services and for those products and services to be more effective in profitability. The focus on the consumer is the key contribution of marketing to business practice.