Marketing is a key driver of success in today’s dynamic organizations. This course will give you an insight into marketing concepts and tools and how these are applied to deliver results. The essential or big question this course is “How do organizations, especially private, for-profit enterprises create value for customers, clients or stakeholders while achieving the objectives of the organizations in a dynamic, digitized business environment?”

Students will be exposed to and given the opportunity to apply foundational knowledge of marketing concepts, principles and skills that thriving firms or organizations use to undertake the following critical marketing tasks:

• Understand consumer needs and wants as well as identify opportunities and threats in the marketplace
• Decide which target markets to serve best
• Develop a compelling value proposition by which the firm can grow and win in the marketplace
• Craft an integrated marketing plan to deliver superior value, appeal to customers, build lasting relationship with target customers and deliver sustainable profitable returns to the organization

Students are expected at the end of the course to demonstrate the strategic marketing management skills of understanding customer preferences, designing relevant products and service value proposition to meet the needs of selected customers and determining appropriate means of communicating, delivering and capturing value for customers and the firm respectively.