By taking this course successfully, students should be able to achieve:

1. the concepts and functions of marketing

2. the specific responsibilities and tasks that marketing managers are facing

3. what are the environmental factors affecting on marketing decisions and how to manage those factors

4. what are the necessary information for marketing decisions and how to achieve market data

5. the basic theries of market segmentation, targeting, and positioning

6. how to manage product,price, and place, and promotional factors in marketing decision

7. the understanding on societal, ethical, and legal issues in marketing