Marketing Management

This subject provides an introduction to the basic concepts, principles and activities of marketing and how to manage an organisation's marketing effort. Some of the principal topics include value-based marketing, market research, selecting target markets, product and brand management, marketing communications (advertising and promotions, as well as personal selling), management of distribution channels, pricing decisions and marketing ethics. Students are also introduced to the nature of buyer behaviour, including decision-making patterns, purchase behaviours, and customer satisfaction.