| 1 | The role of marketing in an organization's effectiveness; strategic decisions and analysis at the corporate, market and business unit levels that are necessary in matching company resources with market opportunity; |
| 2 | the marketing mix decisions in terms of product offering, pricing, promotion programs and distribution channels |
| 3 | analysis of the marketing environment, consumer behavior, marketing organization and control, as well as specific marketing tools such as targeting, forecasting and research; ethical issues and international considerations in current marketing |