MarketingModule Details

Rationale

The Marketing course will give students the essential know-how and abilities needed to succeed in the modern marketing environment. Students will learn how businesses create value through investigating important marketing concepts. They will also gain the critical, analytical and strategic thinking abilities needed for marketing positions. 

This course aims to equip students with the knowledge and skills necessary to analyse, strategize, and contribute effectively to marketing campaigns in diverse environments.

Learning Outcomes

At the end of the course students will be expected to:
(i)    Outline core marketplace concepts and the significance of understanding customers and the marketplace.
(ii)   Analyse marketing's role in strategic planning and its process in creating and delivering customer value.
(iii)  Assess environmental forces impacting companies and strategies to navigate the marketing environment effectively.
(iv)  Investigate how consumer characteristics influence buying behaviour, considering personal, cultural, social, and psychological factors.
(v)   Evaluate the role of Marketing Information Systems and Marketing Research in supporting decision-making processes within marketing.