Marketing for Engineers: Course Outline

1. MARKETING: CREATING AND CAPTURING CUSTOMER VALUE
2. COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
3. ANALYZING THE MARKETING ENVIRONMENT 
4. CONSUMER MARKET AND CONSUMER BUYING BEHAVIOR
5. CUSTOMER-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS 
6. PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE
7. NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE-CYCLE STRATEGIES
8. PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE
9. PRICING STRATEGIES 
10. ISLAMIC CONTENT
11. MARKETING CHANNELS: DELIVERING CUSTOMER VALUE 
12. CASE STUDY 

By the end of this course it is expected that the students should be knowledgeable about

1. Creating value for customers in order to capture value from customers in return
2. Building and managing strong, value-creating brands
3. Measuring and managing return on marketing
4. Harnessing new marketing technologies
5. Sustainable marketing around the globe