Handbook

Marketing Management is a course designed to introduce fundamental marketing concepts, theories and analytical tools to managers working in today's highly competitive and complex business environment. The course places particular emphasis on the management of profitable exchange processes in the context of modern organisations and covers a diverse range of marketing topics including marketing strategy and planning, the marketing environment and how to monitor it, consumer and organisational behaviour, marketing research, market segmentation and development of target markets, new product development, pricing, distribution, promotion and international marketing. Participants are required to tackle real life marketing problems and demonstrate their ability to apply classroom knowledge to their own work situations.