Business & IT Courses

MARKETING

Course Aims

This course has a number of aims:

• to consider the role of marketing in society
• to explain how marketing is used by companies
• to stress the importance of planning, in particular market research
• to help you develop the skills needed to evaluate the different methods which can be used to market goods and services
• to explain the management of the marketing function within firms

Course Objectives

You are expected to acquire a knowledge and critical understanding of the following:

• the different notions of marketing as a function, as a philosophy and as an activity
• the role of market research in the marketing process and the costs and benefits of
• different methods
• marketing at the strategic level, for example, how corporations decide to allocate
• resources between business units and how they choose their product mix
• the different methods which firms can use to promote their offerings in the
• marketplace and the advantages and costs of each of them
• the specific marketing issues which are faced by international marketers and the
• ways in which these can be overcome
• the key differences between product and services marketing and the tools available to service marketers

COURSE ROUTES OFFERED

COURSE MODULES