Course-in-Brief

This course introduces the basic principles, theories, and practices of marketing in our modern, ever-changing business environment. The course covers the marketing process activities on how to create value for customers to capture value from customers in return. It also discusses the marketing mix and how to build long-term customer relationships with customers.

Course objectives

This course aims to help students acquire and apply fundamental and contemporary marketing concepts and practices as they are practised in a variety of settings in today’s highly dynamic and global business environment.