This competence-based course equips participants to analyse contemporary markets and design, justify, implement and control customer-driven marketing strategies in dynamic and technology-enabled business environments. It integrates marketing theory with authentic managerial tasks in strategic planning, marketing intelligence and analytics, buyer behaviour, segmentation and targeting, competitive positioning, product and brand management, pricing, distribution and supply chain decisions, integrated marketing communications, ethics, implementation, control and customer relationship management. Through case analysis, simulations, independent inquiry, collaborative problem-solving and the preparation and defence of a marketing plan, participants will generate evidence-based recommendations for products, services and organisations operating in diverse contexts.
- Teacher: Yassin Is'haq Amandu