The module provides an introduction to marketing, focusing on its definition, significance, and various management philosophies. It differentiates between sales and market orientations, highlighting marketing's role in economies and businesses. The module includes interactive exercises, case studies, and discussions on ethical aspects in marketing. It also covers key marketing terms and their practical applications, aiming to offer a comprehensive understanding of marketing's fundamentals and its diverse career opportunities.

This module, "Strategic Planning for Competitive Advantage," guides learners through the process of strategic planning in marketing. It includes defining strategic business units, exploring strategic alternatives, and the importance of crafting a business mission statement. The module also emphasizes conducting situation analyses, understanding sources of competitive advantage, setting effective marketing objectives, and selecting target market strategies. It further explores the elements of the marketing mix and underscores the importance of implementing, evaluating, and controlling marketing plans to achieve a competitive edge in the marketplace.

This module, "Ethics and Social Responsibility," delves into ethical behavior in the business context and the significance of corporate social responsibility. It explores the determinants of a civil society, the nature of ethical conduct in business, and debates surrounding social responsibility. Additionally, the module covers cause-related marketing and various ethical theories and decision-making processes, providing students with a comprehensive understanding of ethical principles and their application in the business world.

The module "The Marketing Environment" focuses on understanding the external factors that influence marketing strategies. It provides an in-depth analysis of how social, demographic, economic, technological, political, legal, and competitive elements affect marketing decisions. Emphasizing the importance of environmental scanning, this module equips learners with the skills to identify opportunities and threats in their target markets, adapting to the evolving landscape of ethnic markets, technological changes, and the complex political and legal environments that impact marketing.

Module 5, titled "Developing a Global Vision," provides a comprehensive understanding of global marketing. It discusses the importance and rewards of global marketing, the impact of multinational firms on the world economy, and the external environment that global marketers face. The module also covers various strategies for entering global markets and the key elements of developing a global marketing mix. Additionally, it explores the effects of the Internet on global marketing, particularly the role of e-commerce and social media in international expansion. This module is designed to equip learners with knowledge and skills to effectively participate in global marketing endeavors.

The module, titled "Understanding Consumer Behavior for Marketing Managers," aims to equip students with the skills to comprehend consumer behavior's significance in crafting marketing strategies. The module covers topics such as the consumer decision-making process, post-purchase evaluation, types of buying decisions, and the impact of consumer involvement. It utilizes a blend of discussions, real-world examples, group activities, and guest speakers to illustrate concepts. Students will engage in case studies, role-playing, and technology integration exercises to apply their learning practically. This comprehensive approach ensures a deep understanding of how consumer insights drive successful marketing outcomes.

Module 7, "Business Marketing," focuses on the specifics of marketing in a business-to-business context. It explores the nature of business marketing, the role of the Internet in this domain, and the importance of relationship marketing and strategic alliances. The module delves into the different categories of business market customers, the North American Industry Classification System, and the differences between business and consumer markets. Additionally, it categorizes various types of business goods and services, and examines the unique aspects of business buying behavior. This comprehensive module is designed to provide a deep understanding of business marketing strategies and practices.

The module titled "Segmenting and Targeting Markets" aims to provide students with a comprehensive understanding of basic marketing principles, emphasizing the importance of marketing in business, the marketing mix, and market segmentation. It includes interactive and practical components like group discussions, case studies, and creating marketing mix plans for real or hypothetical products. The module also highlights the significance of targeting specific consumer groups through market segmentation, supported by real-world examples and case study analysis. Assessments include group presentations, class participation, and written reflections to gauge understanding and application of marketing concepts.