BFFS1202 - Introduction to Marketing
Overview
Introduction to Marketing introduces the fundamental concepts and processes used to create customer value, build profitable customer relationships, and develop effective marketing strategies. The course examines how organizations understand customer needs and wants, select target markets, develop strong value propositions, and design integrated marketing programs that deliver customer value and satisfaction. Major topics include the marketing environment, marketing information, consumer and business markets, segmentation-targeting-positioning, products and brands, pricing, channels, retailing and wholesaling, integrated marketing communication, direct and online marketing, competitive advantage, global marketing, marketing ethics, and social responsibility. Learning activities combine lectures, discussion, literature review, exercises, and analysis of contemporary marketing cases.
Learning Hours Composition:
- 42 hours face to face, consisting of 14 sessions of lecturing, tutorial or workshop.
- 28 hours of Structured Learning and Guided Group Discussions
- 65 hours of Independent, Project-Based Learning
Managing Faculty:
Credit Point:
3 Credit(s)
Learning Hours:
45 hours x 3 CPs = 135 hours
