Module code: MAR7007-A
1. To provide a critical evaluation of the concepts and principles of marketing and their applications.
2. To enable you to assess marketing issues and dilemmas as they relate to corporate decision-making.
The marketing concept;
Marketing plan;
Market environment;
Consumer and organisational buying power;
Market segmentation, targeting and positioning;
The marketing mix;
Product concepts, service concepts, product portfolio, product life cycle, new product development;
Branding, communications mix, advertising, selling, PR, direct marketing, objectives, media strategy;
Marketing channels, retailing distribution;
Pricing, cost, competitor and marketing-orientated methods;
Corporate Social Responsibility and ethics within marketing practice.