BUS2010F - Marketing I

Introduction

Course Objective

To present an overview of the marketing process in an international and local context, as well as to provide a base for further specialised study of marketing. Fundamental elements of the marketing concept, strategic marketing and the marketing mix will be covered, with a view to develop an appropriate marketing strategy. This strategy helps ensure achievement of organisation objectives. The course will integrate current special applications of marketing such as social marketing and bottom of the pyramid marketing.

Elements of the Course

Lectures:

To present marketing concepts and principles.

Tutorials:

To discuss course content and debate viewpoints to clarify issues where there may be misunderstandings. Applications, case studies and a group project will encourage application of the theory.

Readings:

The textbook and additional readings are core elements of the course. They should be used as supplementary material to the lectures and tutorials, as well as provide a source of current thinking in marketing.