Marketing and Communication


The student will develop a thorough understanding of selling to organizations and industrail buyers, an overview of basic strategic decisions in B2B markets, relevant theories, methods and tools for operational B2B marketing (Marketing Mix), relevant theories for intercultural communication, communication theories (verbal, non-verbal communication, role of formality, interpretation of cues such as symbols), the nature of "culture" is and its impact on human interaction and approaches for managing cultural diversity.


Semester 1