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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

  1. The Marketing Environment
  2. Segmentation, Targeting, Positioning
  3. Marketing Communications
  4. Market Research and Analytics
  5. Product and Brand
  6. New Product Development
  7. Pricing
  8. Consumer Behaviour
  9. Marketing Channels and Supply Chain
  10. Retailing and Wholesaling
  11. Digital Marketing Communications

Learning Outcomes

  1. Describe the evolution of modern marketing
  2. Define relevant marketing terminology
  3. Explain the role and importance of marketing information
  4. Differentiate the role of marketing from other organizational
  5. Segment a market appropriately
  6. Develop a marketing strategy
  7. Identify the factors that affect consumer decision-making
  8. Recognise the strategic differences in approaching an international market versus a domestic market
  9. Apply the case method in solving specific marketing problems
  10. Analyse and describe the marketing strategy for a product that meets the needs of its potential buyers
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