| This course is designed to meet the needs of students who wish to understand the basic concepts and techniques of marketing as a foundation for more advanced marketing courses. The major subjects of this course will include as followings: Defining marketing for the twenty-first century, Adapting marketing to the new economy, Building customer satisfaction, value, and retention, Winning markets through market-oriented strategic planning, Gathering information and measuring market demand, Scanning the marketing environment, Analyzing consumer markets and buyer behavior, Analyzing business markets and business buying behavior, Dealing with the competition, Identifying market segment and selecting target markets, Positioning and differentiating the market offering through the product life cycle, Developing new market offerings, Designing global market offerings, Setting the produce and branding strategy, Designing and managing services, Developing price strategies and programs, designing and managing value networks and marketing channels, Managing retailing, wholesaling, and market logistics, Managing integrated marketing communications, Managing advertising, sales promotion, public relations, and direct marketing, Managing the sales force, Managing the total marketing effort. |
