791-226 Marketing I

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Timetable:

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Objectives:

The objective of this subject is to enable students to:

• understand the major principles of marketing practice;

• understand the concept of the four 'p's';

• analyse simple marketing problems;

• gain an understanding of the principles of market research;

• identify marketing management tasks and how marketing fits into the organisational environment.

Content:

The evolution of marketing and how the main marketing principles have evolved. An introduction to the marketing environment including both the micro and macro environments. The concepts of buyer behaviour, target marketing and segmentation, new product development and the product life cycle.

Assessment: