MRKT20019  Marketing Management

This course covers marketing from the point of view of the marketing manager. It defines marketing, how the marketing process works, and the importance of marketing as a central function of organisation effort in an increasingly complex and competitive business environments. The critical importance of the marketing plan is emphasised. Analytical tools such as marketing segmentation, target marketing and positioning, and developing a differential advantage are covered. Students will be involved in three interim assessments, and a final two hour examination.