| Description: | The marketing process may be defined as follows: analysis, planning, implementation, and management of programs designed to bring about desired exchanges with target markets for the purpose of achieving the organizations objectives. It relies heavily on designing the organization's offering in terms of the target market's needs and desires and on using effective pricing, communication and distribution to inform, motivate and service the market. The course focuses on developing the necessary skills to manage this process effectively, with the objective of creating value for the customer and the firm. |