This unit of study provides an introduction to the marketing function of the organisation. Identifying and meeting the needs of clients and customer groups is critical to achieving organisational goals. This unit of study provides an overview of the fundamental theories and principles of marketing which are supported by marketing science. The focus is on how organisations identify the needs of their target markets, understand the buying behaviour of their target markets, and develop a marketing mix to satisfy the needs and wants of these markets. While the unit has a theoretical base that is underpinned by a marketing science approach, a practical application of the concepts of marketing to real life scenarios is essential. The learning and teaching in the unit prepares students for further study and the workplace by supporting them to develop relevant academic and professional skills.
On successful completion of this unit, students will be able to:
There are no required texts for this unit.
This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.