This course is an in-depth introduction to the world
of marketing. It examines the presence and role of marketing in contemporary
society, its historical origins, evolution and development, the nature of
marketing as an academic discipline and as a practical function of strategic
business management. It examines the marketing industry, its careers and
sub-disciplines. The course places special emphasis on the creative aspects of
marketing, as well as on the marketing process, beginning with the marketing environment,
followed by the analysis of the consumer, an introduction to marketing research
and data, and the development of segmentation and positioning strategies. In
addition, the course examines current and emerging developments in marketing,
it introduces students to digital and emarketing and considers the implications
of operating in a cross cultural environment. This course is aimed at Masters students and requires
both an academic/scientific and a practical/business understanding and
appreciation of the role of marketing. |