Marketing
Fundamentals of Marketing covers the environment in which marketing takes place, the definition of markets, and the marketing mix used to respond to the environment.
Topics covered
- The Marketing Environment
- Segmentation, Targeting, Positioning
- Marketing Communications
- Market Research and Analytics
- Product and Brand
- New Product Development
- Pricing
- Consumer Behaviour
- Marketing Channels and Supply Chain
- Retailing and Wholesaling
- Digital Marketing Communications
Learning Outcomes
- Describe the evolution of modern marketing
- Define relevant marketing terminology
- Explain the role and importance of marketing information
- Differentiate the role of marketing from other organizational
- Segment a market appropriately
- Develop a marketing strategy
- Identify the factors that affect consumer decision-making
- Recognise the strategic differences in approaching an international market versus a domestic market
- Apply the case method in solving specific marketing problems
- Analyse and describe the marketing strategy for a product that meets the needs of its potential buyers
