| Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
|---|---|---|---|---|---|
| IBY218 | PRINCIPLES AND MANAGEMENT OF MARKETING | 4 | 3 | 3 | 6 |
Objectives and Contents |
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|---|---|
| Objectives: | This course aims to make students develop a comprehensive marketing plan and apply course concepts to real or imaginary products. |
| Content: | The marketing concept and environment Identifying and understanding the customer – segmentation, targeting, positioning and consumer behaviour The use of marketing research and information systems The marketing mix – product, branding, pricing, distribution; channel issues and promotion Competitive forces and marketing planning Measuring performance An introduction to marketing ethics and social responsibility |