MKB1401

Introduction to marketing

(BUS)

Mr Mike Willis

6 points + 2-hour lecture and 1-hour tutorial per week + First semester + Berwick

Synopsis: The nature and role of marketing, marketing in organisations, marketing planning, control and research, the environment of marketing, consumer behaviour, industrial buyer behaviour, market segmentation, product policy and development, pricing policy, distribution, retailing and wholesaling, promotion and communication, sales management, international marketing, contemporary issues in marketing.

Assessment: Assignment 1 (1500 words): 10% + Assignment 2 (2000 words): 20% + Tutorial: 10% + Examination (3 hours): 60%