Browse Hierarchy BUS7121P: Contemporary Marketing Management

Marketing is one of the most fundamental, most complex, and possibly also most misunderstood functions of the firm. To put it in the words of the famous Peter Drucker: "Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation." The aim of this course is to provide you with a sound understanding of the principles of marketing. In a nutshell, understanding marketing comes down to understanding your customers. Thus, even if you have no interest in pursuing a career in marketing per se, the knowledge and skills acquired in this course will be essential to your success in business. The course assumes no previous knowledge of marketing and will give you an overview of the basic marketing planning process, including segmentation, branding, pricing, distribution, and promotion. These concepts are brought to life through interactive lectures and case discussions. Furthermore, you will work on a segmentation project for a real product throughout the course.