Course Details
Country:
United Kingdom
Institution:
University of Kent
Course Title:
Fundamentals of Marketing
Course Number:
BUSN5028
Course Description:
How do managers make decisions about the marketing of their products in the face of complex marketplaces? This module is designed to introduce Year in Management students to some of the fundamental concepts and ideas about marketing and marketing planning and understand the need to devise strategies in competitive and dynamic environments.
Indicative topics are:
• Introduction to marketing strategy and planning
• Auditing the external environment to identify opportunities
• Understanding markets, routes to market and buyers
• Identifying target markets
• Formulating marketing strategies for specified target markets particularly in digital contexts
• Responsible marketing practices and ethical challenges
Language:
English
Approved Equivalent:
MKTG 303
Attachment Files:
BUSN5028.docx
