Course overview
Marketing lies at the core of all business. Whatever the character or size of your entity, its profit can come from only one place; the marketplace. All businesses are dependent on the income they earn from their customers, clients or buyers. In most larger businesses it is marketing managers who are primarily responsible for keeping their company close to its customers. In any case, all those who have a direct responsibility for identifying, reaching and satisfying customers are engaged in marketing and everybody in a business needs to understand its marketplace activities. This course offers a complete introduction to professional marketing thought and action.
The course explains the nature and purpose of marketing, followed by the fundamentals of each of the most important marketing tasks. It analyses the business need for customer orientation, the evaluation of markets and the targeting of market opportunities. There is then assessment of 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 - and why this is necessary.
Course learning outcomes
- Interpret complex marketing issues and problems using relevant theories, concepts and methods
- Evaluate and synthesise new information and existing knowledge from a multitude of sources and experiences
- Apply contemporary marketing theories to the demands of business and management practice
- Critically analyse case studies to derive at recommendations to address marketing issues and opportunities
- Recognise, and take account of, the importance of ethical conduct in marketing
- Deliver an oral presentation in a professional and engaging manner
- Prepare professional, logical and coherent written marketing reports