This course seeks to equip students with the key conceptual, analytical and problem solving skills to address marketing problems and decisions. Specifically, it introduces students to various marketing analyses (customer, competitor and company analysis) and marketing strategies. Tools and methods used in planning and implementing the four Ps (product, price, place and promotion) will be explored. This course integrates theory and practice within the context of organizations operating locally and globally.

CILO-1: Formulate strategies in product, price, place and promotion. CILO-2: Plan, implement and control the strategies. CILO-3: Interpret the strategic implications of the global business environment of marketing (AACSB Learning Objective). CILO-4: Demonstrate effective communication skills (AACSB Learning Objectives).