Unit description
The purpose of this unit is to introduce the student to the field of marketing. The student will become familiar with key marketing terms and concepts, such as the marketing mix, market segmentation, target marketing, and consumer buyer behaviour.
The various aspects of the promotional mix, i.e. advertising, publicity, etc. will be discussed and the impact of these factors on the achievement of organisational objectives will be analysed. Another important topic that will be discussed in this unit is the role of marketing in an ever-changing business environment.
This unit will provide the student with the necessary insight into the exciting field of marketing.
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