Marketing Principles

Course Code: MAR101
Marketing plays a critical role because it stands between the market and a business's various operations. In other words, marketing enables key activities: to name a few, identifying market needs, setting product development directions, managing information flow from/to the market, and shaping selling strategies. By the end of this course, participants will be familiar with basic marketing principles; and will become able to apply them in the real world. This course is not just for those who are relatively new to marketing but those who want to make sure that their knowledge is up-to-date and comprehensive.

1. Understand the scope and application of Marketing Principles

2. Analyze the factors behind marketing orientation

3. Understand the scope and application of Competitive Strategy

4. Determine the relevant scope of marketing management

Account Planners, Advertising Managers, Brand Managers, Business Analysts, Digital Marketers, Market Researchers, Merchandisers, PR Specialists, Product Marketers, Promotions Managers, Sales Representatives, Social Media Specialists, Sports Marketing Account Executives
No required textbook
Ed Thompson
As founder and director of Concept Design, Ed Thompson works with multinational clients in Asia-Pacific providing strategic services covering marketing, business and partnership development with a focus on emerging digital technology.

With more than 20 years in Japan, he has built solid experience handling the varied challenges leading multicultural, cross-functional teams at all levels of global organizations, to consistently deliver positive outcomes for corporate initiatives.

He continues to assist both domestic and multi-national corporations in increasing brand awareness through the planning of effective digital and marketing strategies, customer loyalty programs, lead generation campaigns and advertising promotions.