BUS2011F - Introduction To Marketing

Course Outline:

Students will be expected to be familiar with the following issues by the end of the course: marketing concept, marketing environment, consumer markets and industrial markets, buyer behaviour, marketing research, the use and importance of differentiation, market segmentation and target marketing, marketing mix, product policy, pricing policy, distribution policy, promotion policy, marketing strategy, marketing organisation and implementation, measurement and control of marketing effectiveness including the marketing audit and contemporary marketing issues..