This course is geared toward providing an understanding of the rationale for marketing decisions from a managerial perspective. It also seeks to provide a framework for decision making that is logical but does not stifle creativity. Students will learn the marketing concepts, tools, and techniques; Types of products; Product attributes; Product life cycle, New product development; Packaging; Branding; Pricing strategies; Promotional mix; Advertising budget; Media planning; Sales force allocation; Distribution strategies and channels; Marketing requirements of different organizations; Service marketing; Ethical and social issues of marketing; Export marketing; Modern trends in promotion.
