This unit introduces students to the basics of marketing theory and its application. The aim of this unit is to present the significance of basic Marketing for businesses and organisations. The unit covers marketing theories and business practices adopted by commercial organisations. This unit presents the goals and objectives of marketers dealing with different types of products for different types of customers. Topics covered in this unit are: segmenting, targeting and positioning, consumer behaviour, marketing research and marketing mix strategies.
PRESCRIBED Text - PRINCIPLES OF MARKETING