Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should have an awareness and understanding of the concepts and theories of marketing; have an in-depth understanding of the scope of the marketing management function and its relationship with strategic management; be able to apply these concepts, theories, tools and techniques to analyse internal and external environmental influences; and be able to devise appropriate marketing strategies within a marketing planning process.
Synopsis The subject will provide a comprehensive introduction to the analysis, planning, implementation and control of the marketing function in an organisation. The emphasis will be on the identification of marketing opportunities and the structuring of marketing decisions in a pragmatic way. The student will be expected to participate actively in class discussions.
Assessment Written (individual and team assignments and presentations): 50% + Examination (2 hours): 50%