The purpose of this Marketing Short Course is to provide students with a foundational understanding of the essential principles and practices in marketing. Through a comprehensive exploration of the marketing mix, customer behavior, market segmentation, target market identification, and brand positioning, the course aims to equip students with both theoretical insights and practical skills. By engaging with real-world examples and case studies, students will gain the ability to apply marketing concepts effectively in various business contexts. Upon successful completion of this course, the learner will:

• Foundation in Marketing: Students will have a solid understanding of the fundamental elements of marketing, allowing them to identify and apply key marketing principles in real-world situations.
• Role of Marketing and Communication: Students will be able to articulate the role and functions of marketing and communication within an organization, demonstrating how these elements contribute to the overall business environment and objectives.
• Competitive Advantage: Students will be able to define and analyze the concept of competitive advantage, utilizing the marketing mix to develop and implement effective marketing strategies that enhance an organization’s competitive position.
• Market Segmentation and Targeting: Students will demonstrate an understanding of basic market segmentation concepts and be capable of identifying target customers, enabling them to tailor marketing strategies to specific customer groups effectively. o Marketing Mix Application: Students will be proficient in applying the foundational elements of the marketing mix, using this knowledge to create appropriate and strategic marketing plans that align with organizational goals.