327-301 Marketing I

Coordinator:

Prerequisite/s:

Timetable:

Contact:

Objectives:

On completion of this subject, students should be able to:

• understand the role of marketing in contemporary business management;

• understand the major activities and functions that comprise marketing management;

• understand the fundamental components involved in the creation and implementation of a marketing plan.

Content:

The basic framework and concepts of marketing. The marketing environment, role within the firm, segmentation and targeting, marketing decision framework, market research, consumer behaviour, industrial buying behaviour, product planning, product management and new-product development, promotion, personal selling and mass selling.

Assessment: