Objectives

This course aims to provide the basic concepts and practices of modern marketing in a changing world. The course covers all important principles and concepts that marketers need to know about the role of the successful marketer and consumer. The course will also provide coverage of the new marketing technologies that are revolutionizing the way companies bring value to their customers such as direct and on-line marketing. Finally the course provides a wide range of important topics such as environmental sustainability and management, diversity, levels of marketing segmentation, international marketing and socially responsible marketing

What Would you Learn

• Define what marketing is and understand its core theories, philosophies/concepts (production, product, selling, marketing and societal), practices and applications.
• Delivering superior customer value, satisfaction, and quality.
• Understand and discuss the marketing information system and marketing research process.
• Demonstrate knowledge and skill about consumer and business buyer behaviour. Developing marketing strategy (including product life-cycle) and the marketing mix (product/services, pricing, distribution/logistics and advertising/promotion).
• Communications, personal selling, direct and on-line marketing.
• Demonstrate developed skills in case and company analysis, group work and problem solving.