Handbook

This is an introductory course in the marketing discipline, designed to provide you with the basic concepts, tools and techniques used in modern marketing so that you can apply them to real-life problem-solving and decision-making. It can be taken early in your degree program.

The course illustrates how various facets of the marketing function interact with other areas of the business. It presents an overview of where the marketing function fits within the context of the organisation and is an extremely useful foundation course for further development of your general business management skills.

Since its humble beginnings as the mere application of knowledge borrowed from other disciplines, marketing has evolved and established itself as a distinct discipline. In this era of globalisation and digital disruption the importance of marketing cannot be over-emphasised. Along with efficient operations of the organisation and its supply chain, the success of a firm largely depends on how good its marketing efforts are - how effectively it creates, communicates, delivers and sustains value for its targeted customers, clients and stakeholders. A successful marketer today needs to be a data insights driven, customer centred and business-savvy strategist, all rolled into one. This is a tall order.