To a greater extent than any other discipline, marketing permeate every functional area in business. To be a successful businessperson, you need to understand how marketing works. This course is intended to introduce you to the principles and practices marketers can use to successfully operate (assessing and solving marketing problems) in today’s dynamic environment. The course analyzes the role of marketing in creating customer satisfaction, discusses the importance of market segmentation, targeting and positioning, starting from understanding customer needs and translating these into superior perceived value, quality and service for the target market, illustrates how to compose an effective marketing program and stresses the application of concepts through the use of case studies.
