Emphasise key concepts and issues underlying the modern practice ofmarketing; examine the role of marketing in the organisation and in society; analyse the general nature and role of marketing, the marketing concept, buyer behaviour and the environment in which marketing operates; and understand the four main decision areas of products and services, distribution, promotion and pricing.

Module Description

This module aims to:

Emphasise key concepts and issues underlying the modern practice of marketing;
Examine the role of marketing in the organisation and in society;
Analyse the general nature and role of marketing, the marketing concept, buyer behaviour and the environment in which marketing operates; and
Understand the four main decision areas of products and services, distribution, promotion and pricing.

Module Content

The basic concepts underlying marketing, the Marketing Mix, Concept and Customer Relationship Management
The marketing environment
Consumer behaviour and research
Segmentation and targeting
Product, branding, and packaging
Developing and managing goods and services
Pricing and promotion
Distribution

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