Marketing Management: Home
Marketing provides the interface between the customer and the firm in which the customer has become pivotal to the success of business activities. The marketer’s role is to develop an understanding of the customer and then use a variety of tools to design, promote and deliver attractive value packages. New media is influencing, determining and reflecting structural changes in the way a business conducts its marketing activities. Customized one-to-one marketing has displaced mass standardization and relationship building has become a major commitment for many organizations.
This course explores how traditional marketing concepts are converging in the digital economy to create and retain customer loyalties. An opportunity to study several situations in which effective electronic marketing strategies can be developed is provided through group discussion and case studies.