Leading companies are strongly customer focused and thus heavily committed to marketing. These organisations strive to understand and satisfy customer needs while achieving their short and long term business objectives. Marketing therefore performs a critical function in the management of modern organisations and in shaping their strategic directions. This unit covers topics such as marketing planning, market definition and segmentation, market research, consumer behaviour, product development, pricing, distribution and communication as they are applied in business, as well as recent developments in marketing theory and practice. -- Course Website
Instructor: [email protected]
Prerequisites: Admission to MBA or MMgt or PGDipMgt or PGCertMgt or MEngMgt