Business
B216 Marketing
This module introduces students to the concept of 21st century holistic marketing which includes decisions like who the company wants as its customers, which of their needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, what channels of distribution to use, and what partnerships to develop.
The module also familiarises students with basic marketing principles and to apply this knowledge to solving marketing problems faced by companies. Students will learn how to understand customers’ needs in order to develop and launch a product successfully through the appropriate use of marketing tools. Topics covered in this module include consumer behaviour, market research, market segmentation, targeting and positioning, product and service strategies, branding, pricing, distribution channels, elements of the promotion mix, integrated marketing communications, and digital marketing.