This course introduces students to the essentials of marketing such as; key concepts, basic methods used for analysis, strategies and tactics, critical to managing adequate customer relationships in today’s dynamic environment. Students enrolled in this course would also learn to apply basic analytical tools such as; BCG matrix, ansoff grid, SWOT, PEST, porter’s 5 forces, market segmentation table, and ratio analysis. Moreover, this course would develop lifelong marketing skills directed towards real life problem solving as leaders, business managers and entrepreneurs.


CLO: 1. To understand the marketing concept, and core terminologies used in the marketing text
CLO: 2. To suggest applications of the marketing concept to potential organization
CLO: 3. To identify implications of these marketing concept in the service industry of Pakistan through SWOT, PEST