Course overview
Marketing lies at the core of all enterprise activity. Whatever the character or size of your entity, its revenue and resources can come from only one place - the marketplace. Whether the enterprise is Private or Public Sector, Not for Profit or Start-up, all enterprises are dependent on interactions with customers, donors, buyers or clients. This is the central tenet to marketing.
In larger enterprises it is marketing managers who are primarily responsible for keeping their company close to these 'customers'. In the majority of today's enterprises this thinking is embedded into many roles.
This course offers an introduction to marketing thought and action. The course explains the nature and purpose of marketing and the fundamentals of each of the most important marketing tasks. It analyses the need for customer orientation, the evaluation of markets and the targeting of market opportunities. It examines consumer and buyer behaviour and the role of market information. In addition, the course explains how to integrate product and service decisions with those on pricing, distribution and promotion.
Course learning outcomes
- Use appropriate marketing frameworks to analyse the performance and current situation of an enterprise to assist in making decisions related to marketing
- Examine marketing practices and relevant data to formulate strategic recommendations to improve enterprise performance
- Evaluate information related to enterprise performance critically to synthesise new knowledge to guide management decisions
- Critique marketing strategies and communicate issues and problems using relevant theories, concepts and methods