Authorised by Academic Registrar, April 1996
Objectives The subject aims at providing students with an understanding of markets, marketing concepts and key issues concerning marketing strategy formulation, and the relationship of these to society. This theoretical framework provides a basis for students to link their knowledge with the practicalities of marketing and to align objectives and resources of an organisation with opportunities found in the marketplace.
Synopsis The subject covers the marketing concepts, the marketing environment, consumer and organisational markets, marketing mix, marketing's role in the organisation, international marketing.
Assessment Two assignments (each 2000 words): 40% + Examination (3 hours): 60% + Students must obtain a satisfactory result in all areas of assessment