This course focuses on the process of creating, communicating and delivering value to customers with a view to create exchanges that build customer relationships and satisfy individual and organisational goals.
The course objectives are to develop an awareness of major marketing problems faced by a variety of organisations, with an emphasis on sound approaches to addressing these problems.
At the end of the course, equipped with a broad understanding of topics such as consumer behaviour, marketing research and marketing strategy, students should be able to create marketing plans, articulate aspects of the marketing mix and develop sound customer-oriented and competitive marketing strategies.