MARK 40130A

The objectives of the course are to demystify the terminology, concepts and theories, to understand and apply marketing management principles and to develop the analytical and decision skills required in a competitive market place.

Marketing is an applied science built on the foundations of economic, behavioural and management sciences. The course will present concepts, generalizations and theories of marketing that are supported by scientific research and evidence. The course will help students understand the relationships between marketing research, consumer behaviour, market segmentation, targeting, product positioning, distribution channels and promotion alternatives.