Handbook

Marketing is responsible for the creation, communication, delivery and capture of value. The beneficiaries of marketing are businesses and consumers. For businesses, marketing is important because it is a key driver of growth through marketing processes and planning, the use of marketing research, an understanding of consumers and customers, market segmentation, positioning and product differentiation, new product development, branding, distribution and pricing. Marketing knowledge is critical for effective customer-oriented decision-making. For consumers, marketing ensures the creation of valuable solutions that help to improve quality of life and facilitates the necessary exchange between businesses and customers to make such solutions accessible. An understanding of marketing is essential for any business student.