Key concepts, practice and principles of marketing, the role of marketing for an enterprise and its relation and interaction with other functions. Methods used to explore and define customer needs and aspirations, in order to effectively meet these through the appropriate choice of products and services. The effective communication of these to the appropriate market segments.
Teaching through cases takes those key concepts and applies them to examples in an international context in both product and in services marketing.
Students are advised to read extensively, especially the prescribed texts as the class sessions will focus more on casework.