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. The major tools and techniques used by modern professional marketers are covered. The course also includes the marketing virtues of taking a customer focus and of practising marketing that is in the best long term interests of consumers.