Course overview
Marketing is a critical function for all businesses, and the primary mechanism through which an organisation can shape and grow revenue. All business leaders need to understand the fundamental concepts and practices of marketing. In larger firms, marketing managers are primarily responsible for ensuring customer integration and market intelligence. This course offers an overview of professional marketing thought and action, explaining fundamentals tasks and means of analyses to help leaders evaluate a company's capacity for customer orientation, market evaluation, and opportunity to target specific markets. The course also involves an exploration of buyer behaviours, the significance of market information and analytics, and the need for business leaders to integrate product and service decisions with considerations of price, distribution and promotion.
Course learning outcomes
- Interpret complex marketing issues and problems using relevant theories, concepts and methods with regard to ethical conduct
- Apply contemporary marketing theories to the demands of business and management practice
- Find and generate information/data needed to inform problem solving in marketing using appropriate methodology
- Analyse information/data critically and synthesise new knowledge and communicate that knowledge via engaging written and oral formats
- Organise information and data to reveal patterns and themes, and manage teams and evidence gathering and problem solving processes
- Conduct the process of inquiry, and respond to feedback, accounting for ethical, social and cultural (ESC) issues