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Marketing plays a vital role in business growth. It is a broad general management responsibility and not specific to marketing specialists alone. Customer-oriented and competitive marketing strategies are critical to business success. This course explores the core concepts and tools of contemporary marketing management鈥攊ncluding market segmentation, brand positioning, distribution channel design and communications to develop an effective customer-centric marketing strategy. Through the course, you will be exposed to a variety of analytical approaches, tools and techniques that we can use in thinking about strategic issues. The various modules in this course will enable you to apply the learning from the various concepts and frameworks to your workplace. The goal of this course is to enable you to take effective decisions and become better managers at your workplace.