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POM study Guide.docx - COURSE STUDY GUIDE OF PRINCIPLES OF...

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COURSE STUDY GUIDE OF PRINCIPLES OF MARKETING COURSE INTRODUCTION In this course, students learn the basic concepts and techniques of marketing. The course develops concepts and skills necessary for marketing decision-making and illustrates how various decision-making tools apply to actual business situations. The goal of this course is to develop a disciplined process for addressing marketing issues and problems in a variety of settings, and to give students the tools and background necessary to think through marketing problems. The course helps increase knowledge and understanding of marketing concepts and terminology which form the foundation for advanced coursework and practice in business. COURSE OUTLINE TOPIC Chapter/s Introduction to Marketing What is marketing?, Basic concepts of marketing, Evolution of marketing 1 Managing Profitable Customer Relationships Customer Lifetime Value, Customer Equity, Marketing Process, Customer Relationship Management 2 The Marketing Environment
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