Marketing Management

This course adopts a customer-centric approach to marketing, emphasizing how understanding consumer behavior and decision-making creates value for firms and society. The course is structured around three central themes: understanding consumers, designing compelling value propositions, and delivering value effectively in the marketplace. Students will engage with key theories and analytical frameworks that explain how consumers perceive, evaluate, and respond to marketing strategies. The course integrates both qualitative and quantitative perspectives (drawing on insights from psychology, economics, and data analytics) to develop a rigorous understanding of marketing as both a science and an art. In addition to foundational principles, the course examines how digital transformation is reshaping marketing practice and consumer engagement. Through a combination of readings, cases, and applied exercises, students will learn to critically evaluate marketing decisions and formulate strategies that are evidence-based, ethically sound, and aligned with long-term value creation. This course provides a solid foundation for further study in marketing and related fields. It is suitable for students interested in understanding how organizations identify, create, and sustain value in dynamic and competitive environments. There are no prerequisites.