The course examines the concepts, analyses, and activities that comprise marketing management. It also discovers and examines how various communication channels facilitate marketing activities including the exchange between sellers and buyers or between other parties. It equips students with knowledge of and techniques in planning, implementing, and evaluating marketing strategies. Topics include definition of marketing, elements of marketing environment, planning process of marketing strategies, marketing mix, marketing management techniques, marketing research, as well as communication and presentation skills. Broad range of case studies will also be included.

Continuous Assessment: 100%