Authorised by Academic Registrar, April 1996
Objectives The subject aims to provide students with the foundation for differentiating marketing from other disciplines in business by fostering understanding of markets, marketing concepts, key marketing issues and the relationship of these to society as a whole. This theoretical framework enables students to link their knowledge with the practicalities of marketing.
Synopsis This subject covers 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 (2000 words): 20% + Assignment (2500 words): 20% + Examination (3 hours): 60% (Students must obtain a satisfactory result in all areas of assessment.)