Study Guide

Learning objectives

After completing the course, the student is able to
- understand the role of marketing within businesses and the influence of operating environments on marketing decisions
- describe the development of marketing and the latest trends in the field
- comprehend the entity of marketing and the variety of tools used in marketing
- apply knowledge of customer behavior and customer relationships to build a successful brand.

Content

- role and development of marketing
- buying behavior and customer relationships
- marketing environments
- tools and functions of marketing
- branding