Course for Undergraduate Ansal University students studying BBA or B.Com

Marketing, Business, Game Theory and Competitive Strategy

This course will have two parts, both informed by and relevant to the world of business and management.

The first part will focus on the broad area of marketing which is a critical area of business administration and management. There are several dimensions to marketing and in this course a select few will be covered ranging from the standard concepts and methods to those informed by digital technologies such as the growing area of digital marketing. Consumer preferences and behaviour - and how these are influenced - will be explored, drawing upon psychology and behavioural science.

The second part will focus on business decision-making and competitive strategy via the exploration of a key set of tools, namely the tools of Game Theory. This is the core method for studying decision-making in almost all social science subjects including Economics, Management and Business. Its techniques are used directly or indirectly in many private and public sector organisations to inform and improve their decision-making as well as in competitive markets and other strategic environments. The field of “Game Theory” is a set of tools, concepts, methods and models that help people to make decisions rationally and to achieve as best a result as possible. These tools help students to take into account, for example, how the result of their choices will also depend on the decisions of other people (the other “players” in the game).