Marketing

AY2017/2018 Semester 2

A good understanding of marketing, by itself and in relation to other disciplines, is critical for anyone interested in business. This course aims to provide students with a firm understanding of the basic principles of marketing. It lays the foundation for a better understanding of how successful and sustainable business enterprises can be developed. To enable participants to develop strong analytical skills and to apply the marketing theories and concepts, a multi-media pedagogical approach will be adopted. In addition to a global perspective, real life marketing cases and examples will also be drawn from the Asian and local environment. At the end of this course, students will be able to develop suitable marketing strategies to take advantage of potential market opportunities and have an understanding of how to manage the marketing process.