Marketing, more than any other business functions, deals with customers. It is also the revenue-generating department in any organisation.
Marketing is about managing profitable customer relationships by satisfying customer needs better than competition, thus creating superior value for customers. Hence, students majoring in Marketing should understand not only the company and its customers, but also the competition in the context of the political, economic, socioeconomic, and technological environment to identify opportunities and harness them through well thought out product, pricing, distribution and promotion strategies to bring value not only for the customers but also to the company.

As such, marketing modules are developed and offered at various stages of the curriculum to enhance learning progression and outcomes consistent with what Marketing is. All students begin with learning Principles of Marketing in their first year. The second marketing module (Marketing Strategy: Analysis and Practice) builds on the principles by sharpening students’ analytical proclivity and going in-depth in key topics especially from a managerial and strategic perspective. The Consumer Behaviour module drills deep into understanding customers – the fundamental premise of marketing; specifically, how consumers affect business practices and also how marketers influence them. These modules are the building blocks upon which electives are offered.

Our electives cover comprehensively the strategies involving what is often termed the marketing mix – product and brand, pricing, retailing and promotion. 

Beyond these marketing mix modules, we keep current with offerings concerning Digital Marketing as well as Customer Relationship Management, among others. As data analytics is an important driver in today’s businesses, we offer Research for Marketing Insights as well as Marketing Analytics to train Marketing majors in understanding the quantitative bases underlying the strategies.