This course integrates core marketing principles with emerging trends and innovation to provide a strategic introduction to the principles that guide effective marketing in modern organizations. Students explore how firms create, communicate and deliver value by understanding consumer behavior, market segmentation, branding, pricing, digital marketing and managing the marketing mix. The course emphasizes applying marketing frameworks and emerging technologies to address real-world business challenges. By integrating foundational theories with real‑world relevance, the course equips students to think critically about how marketing shapes competitive advantage in an evolving business landscape. Credits: 4