This course equips engineers with essential business, administrative, and financial knowledge related to market research and competition analysis. It explores theoretical and conceptual approaches to market structures, types, and classifications, including consumer and industrial markets. A key focus is on competition analysis, market regulation, and technology markets.

Students will gain practical insights into market functions, sales and supply strategies, and essential marketing tools. Topics include demand forecasting, market segmentation, the marketing mix (Product, Price, Promotion, Place), product lifecycle management, innovation strategies, and pricing models. The course also introduces quantitative and qualitative market research methods, marketing metrics, and strategic planning techniques.  Through a team-based project, students will apply these concepts by developing a comprehensive marketing plan, integrating data-driven decision-making and competitive strategy formulation.