To make viable marketing decisions an organization needs to understand its customers and potential customers and the markets in which it currently operates or might enter. Market analysis assesses product demand, characteristics of current and prospective buyers and users, the behaviour and profitability of market segments, as well as the competitive, social, and technological environment. Students who complete this course will have a good understanding of how and why consumers and business buyers purchase products and the forces that can affect the performance of market offerings. They will also have a good understanding of key concepts and procedures for the planning and management of customer audits and market analysis. This course should be completed towards the beginning of the program.
Exclusions: MARK5930, MARK5942