On successful completion of this course, students should be able to:

Course Specific Skills:

understand and apply core marketing principles and behavioral theories and recognize their role and importance in marketing decision-making recognize the importance of studying consumer and buyer behavior for the effective implementation of the marketing concept demonstrate an understanding of strategic thinking in marketing decision making. demonstrate an understanding of marketing not just as a management practice but also as highly influential and intersecting with political, economic, technological and societal issues

Discipline Specific Skills:

critically evaluate the models, theories and concepts commonly used in exploring and understanding marketing practice apply a range of behavioral concepts and theories in order to understand or justify marketing activity

Personal and Key Skills:

participate in group interaction, including leadership and discussion opportunities develop communication skills, including negotiation, argumentation, and written presentation develop critical reading and writing skills