Marketing

Course Description

Contemporary marketing is all about creating customer value and engagement in a fast-­changing, increasingly digital and social marketplace. Students will understand marketing in the context of logistics and supply chain management program.

This introductory course addresses the basic principles of marketing. Students will learn about the marketing process, customer relationship management, the importance of gaining customer insights, sustainable marketing and ethics.

Learning Outcomes

By the end of this course, students will be able to:

• DESCRIBE the importance of marketing and the marketing process to create and capture customer value

• DESCRIBE marketing’s role in strategic planning to build customer relationships

• EXPLAIN sustainable marketing, social responsibility and marketing ethics

• DESCRIBE micro and macro marketing environments

• EXPLAIN the importance of understanding consumer and business buyer behavior

• DESCRIBE the importance of customer segmentation and the product development and management process

• DESCRIBE different types of product pricing strategies

• DESCRIBE various marketing channels and the importance of these marketing channels in supply chain management