Core
MKT730: Fundamental of Marketing
MKT730, Fundamentals of Marketing is a compulsory second semester course for Post Graduate Diploma students or learners of PGD Business Administration in the Faculty of Management Sciences (FMS). It is a 2 credit unit course and the course material is divided into three sections or modules. The first two modules are made up of five units each, while the third module is made of six units, making a total of sixteen units in all.
What Will You Learn?
This course focuses on the appreciation of functions and channels of marketing and its role in the corporate environment. You will also learn of the major elements of marketing strategy in relation to productive development, distribution channels, consumer relationship management, pricing and contemporary issues in marketing in relation with advertising and sales promotion.
Teacher Of Course
Includes
By the end of this course you should be able to do the
following:
1. Explain the concept of marketing
2. Describe the five philosophies guiding marketing efforts
3. Discuss the importance of environmental scanning and environmental
analysis.
4. Identify the two primary dimensions of strategic marketing planning
5. Explain the concepts of market segmentation and target market.
6. Outline the process consumers go through in making purchase decisions.
7. Explain components of customer relationship management.
8. Discuss the characteristic of business market demand.
9. Explain ethical issues in relation to business conducts.
10.Analyse the two primary functions of packaging.
11.Outline the steps in new product development
12.Explain the meaning of price and its roles in the marketing mix.
13. Explain services in relation to its unique characteristics and their marketing
implications.
14.Identify and explain such contemporary issues in marketing as online
marketing, sports marketing, etc.
The material has been developed using examples from both local and international environment, so that anybody, irrespective of your nationality or your country of residence can flow with the course material. There are some tutorial sessions which are linked up with this course. You are advised to attend these classes. Details of these tutorials wil be made known to you from your study centre.
Course Display
Core
Course Department
Course Features
Concept of marketing
Philosophies guiding marketing efforts
Primary dimensions of strategic marketing planning