The aim of this module is to introduce the learner to the principles of marketing and to develop an understanding of the theory and application of marketing.
Explain the basic philosophy of marketing and the importance of customer satisfaction.
Outline the marketing environment and its impacts.
Discuss consumer buying behaviour.
Explain the concepts of segmentation, targeting and position.
Discuss the marketing mix (the 7 Ps) and the role it plays in an organisation.
% Coursework 40%
% Final Exam 60%