Aims & Learning Objectives:
The aims of this unit are to provide students with an understanding of the concepts, analyses and activities that comprise marketing management.The learning objectives are for students to:
a. Be critically aware of the role and practice of marketing as a management function and organisational philosophy.
b. Acquire the necessary skills in assessing and solving marketing problems.
Content:
People often define marketing as advertising - a highly visible activity by which organisations try to "persuade" consumers to purchase their products and services. Marketing is more than simply advertising, it involves identifying customers needs and wants and satisfying these with the right product, at the right price, available through the right distribution channels and promoted in ways that motivate and maximise purchases. These decisions constitute the "marketing mix". Together with analysis of the external environment, customers and competitors, these compose the main activities of marketing management and are the focus of this module.
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