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This course provides an introduction to the origins and concepts of marketing and serves as a foundation for more advanced subjects in the field of marketing and sales. This course is structured into five main themes: 1) Consumer Buyer Behaviour (including consumer analysis and purchasing behaviour); 2) Market Research (covering qualitative and quantitative methods of research); 3) Market Segmentation (including Targeting and Positioning); 4) Marketing Mix (covering Product management, Pricing decisions, Promotion, and Distribution channels); 5) Sales (including Personal selling and Sales Management).
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