Marketing is a challenging role. Exact product or service specifications need to be designed and then brought to retailers, distributors, and salesmen to package and promote these in the best places with a pricing strategy that matches the customers’ capacity and willingness to buy. Although businesses do have dedicated marketing people engaging with customers and competitors, the marketing function is not theirs alone. In its broadest sense, marketing is about creating and accumulating customers and is everybody’s concern in the organization—from the R&D to the Operations Group to the  front desk receptionists, cashiers, chefs, waiters, and other service people.

This course shall focus on the Marketing Function as it serves the overall business strategy. It will be discussed in relation to the seven Ps which the enterprise will orchestrate to engage competitors and gain customers.