At the end of the course the students should be able to:
- To provide an understanding of and appreciation for the role of marketing in managing a business.
- To share his/her experience of the concepts and skills utilized by today's marketing managers.
- To describe the major elements of the marketing process, including the influence of external environments on marketing, marketing research, consumer behavior, market segmentation, product strategy, distribution strategy, promotion strategy, pricing strategy.
- To understand the increasingly intense competition that is affecting the global markets.
