MKT108INTRODUCTION TO MARKETING

This foundational course provides an overview of marketing as a vital business function that connects producers and consumers. It introduces students to core marketing concepts such as the marketing mix (product, price, place, and promotion), market segmentation, consumer behavior, and value creation. The course examines how organizations identify customer needs, design products and services to satisfy them, and build strong brand relationships. Students gain insight into the role of marketing in achieving organizational goals, enhancing competitiveness, and contributing to economic growth. Through case studies and practical examples, the course emphasizes the strategic importance of marketing in today’s dynamic business environment.