Synopsis

Introduction to marketing activities undertaken by a wide range of organisations (business, government, profit, non profit); examines 

marketing theory, the marketing concept and its evolution from a strategic and applied perspective. The development of corporate and 

marketing strategic plans; analysis of an organisation and marketing`s role, value-exchange processes, buyer behaviour, marketing 

research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies 

and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation 

and control processes and procedures.

Objectives

• The learning goals associated with this unit are to:

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• describe the key concepts upon which the practice of marketing is based

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• recognise these concepts in the marketplace and in everyday life

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• discuss the role and influence of marketing in the organisational environment

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• discuss how key marketing concepts can be used in analysing a range of marketing problems.