On successful completion of the module, students should be able to:
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Define and recognise the core marketing concepts and basic marketing terminology (the “language” of marketing).
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Illustrate how consumers/customers make purchasing decisions and explain the socio-cultural and psychological influences on consumer behaviour.
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Explain what marketing research is and how it can be used to aid marketers in making meaningful marketing decisions.
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Describe what market segmentation is and understand how to segment a market according to different dimensions.
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Demonstrate the process of developing a marketing strategy, by choosing a target coverage strategy.
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Identify and explain the basic concepts and principles within important elements within the marketing mix (the basic “tools” of marketing).
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Differentiate between core selling functions and understand their relationship with the marketing role; describe the core issues at each stage of the personal selling process.