This module provides context and foundational knowledge for typical misconceptions about marketing, contribution of marketing management to a firm’s success, the impact of key change drivers on the future of marketing, and role of ethics in marketing.
Upon completion of this module, students will be able to:
Identify typical misconceptions about marketing, why they persist, and the resulting challenges for marketing management.
Define what marketing and marketing management really are and how they contribute to a firm’s success.
Appreciate how marketing has evolved from its early roots to be practiced as it is today.
Recognize the impact of key change drivers on the future of marketing.
Learn the essential information components for assessing a global market opportunity.
Learn the importance of ethics in marketing strategy, the value proposition, and the elements of the marketing mix.
During this module, students will be asked to:
Explain how change drivers impact the firm’s ability to successfully do marketing.
Identify the most important element of the marketing mix (4P).
The importance ethics in marketing strategy, the value proposition, and the elements of the marketing mix of an organization.
Explain the essential information components for assessing a global market opportunity.
Identify the key factors a marketing manager needs to put in to consideration before creating a global product strategy.
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