Module code: SAC3010-B
You will be introduced to the concepts and principles of marketing and their application.
Marketing concepts, the marketing environment and marketing research. The marketing mix. Introduction to market planning and control. Segmentation, targeting and positioning as key marketing tasks. Marketing in context (comparisons between services and product markets, business and consumer markets). Consumer behaviour. Organisational buying behaviour. Marketing channels. Marketing communications. Pricing. Product concepts. Product life cycle. PEST Analysis, Porter's Five Forces, Marketing Ethics. Corporate Social Responsibility. Direct Marketing, Advertising and Influence.
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