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.