Principles of Marketing

The foundations of marketing are explored. Lectures and tutorial exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.

Description

This course aims to enable students to understand the fundamental concepts and theories of marketing and how they may be applied to the marketplace in a modern and dynamic environment. By the end of the course, students should appreciate the various concepts and theories of marketing and understand how these may be appropriately applied in achieving marketing objectives in a variety of contexts and environments.

The foundations of marketing are explored. Lectures and tutorial exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.

Learning Outcomes

The Objectives Of The Course Are:
1. Understand and explain the four components of the marketing mix.
2. Recognise the role of marketing in the strategic planning process of a firm.
3. Link the marketing mix elements to a firm’s overall marketing strategy.
4. Apply marketing concepts to specific business cases and situations.