Rationale

Marketing is a major component of many fields. Thus, this course will provide the students with a comprehensive understanding of the concept, its philosophy, practices and processes.

Learning Outcomes

At the end of the course students will be expected to:
(i)    Explain the importance of understanding customers and the marketplace and identify the core marketplace concepts. 
(ii)   Explain marketing’s role in strategic planning and how marketing works to create and deliver customer value. 
(iii)  Analyse the environmental forces that affect a company’s ability to serve its customers and how companies can react to the marketing environment. 
(iv)  Describe how consumers’ personal, cultural, social and psychological characteristic can influence consumer buying behaviour. 
(v)   Analyse how the Marketing Information System and Marketing Research support marketing decision making. 
(vi)  Analyse the four elements of the Marketing Mix Strategy and to identify the most important decisions that need to be taken in designing, developing and implementing these tools.