The overall objective of the course is to study the application of marketing principles, strategies and tactics in specific markets.
After completing the course, students:
- have a thorough understanding of the problems faced by marketers
- have a thorough understanding of the theory and literature of marketing management
- understand the importance of risk management in marketing
- can apply marketing principles, strategies and tactics in specific markets
- can solve marketing problem situations using theoretically sound principles of marketing
- are able to generate an appropriate marketing plan for a specific product in a specific market
- are able to generate a marketing management solution related to any of the above outcomes
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Marketing management focuses upon the way companies identify markets for their products, how they position and promote their products, and how they sell their products.
Work format:
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Lectures, tutorials, work groups, presentations
Assessment:
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