Consumer trends, the mediums for communicating to consumers and distribution channels are rapidly changing and constant. Marketing has to be aware of these changes and develop strategies to assist organisations. Students can capitalise on these opportunities by understanding the new marketing environment and the fundamental concepts of marketing management. This unit introduces students to these and develops their understanding and implementation. It includes detailed analysis of ever-changing and vast consumer and competitive environments and the subsequent development of effective marketing mix strategies, given organisation objectives. As an introductory unit to marketing, it covers a... -- Course Website
