MKTG2001 – PRINCIPLES OF MARKETING
Introduction
to the Course
Principles of Marketing (MKTG2001) is a thirteen-week,
3-credit course. It is designed as an introductory
course for those who will specialize in this fascinating
discipline and also for those who will have only this
exposure to the subject.
The course will introduce you to some of the basic
concepts and principles of marketing and to some
real-world marketing situations. It also takes into
consideration our unique business culture.
Principles of Marketing is particularly designed for
distance students in the following ways:
·
It is
divided into eleven units, each corresponding to one
week’s work.
·
It
integrates attractively packaged information with
activities, self-assessment tests and feedback.
·
It
repeatedly refers to Caribbean marketing situations.
·
It
requires students to apply what they learn to their own
social environments.
Course Aims/Objectives
The aims of this course are:
·
To
introduce the issues, principles and concepts of
marketing as a management discipline.
·
To enable
students to adopt a logical approach to the analysis of
marketing issues.
·
To lay
the foundation for advanced work in marketing.
·
To enable
students to tackle contemporary management problems in a
theoretically informed manner.
The course objectives are:
·
To give
students an understanding of the way in which businesses
operate in a complex environment which impacts on the
operations of the business.
·
To
develop marketing skills utilizing the four p’s, namely,
product, price, promotion and place in an integrated
manner to show its impact on the business’ growth and
development.
·
To
illustrate the important role marketing research plays
in the formulation of strategies for business success.
Course Content
This course is divided into eleven units:
Unit 1 -
Marketing and the Environment
Unit 2 -
Marketing Fundamentals
Unit 3 -
Information for Making Marketing Decisions
Unit 4 - Product
Unit 5 -
Distribution
Unit 6 -
Promotion
Unit 7 -
Promotion 2
Unit 8 - Pricing
Unit 9 -
Managing the Marketing Effort
Unit 10 - The
Global Marketplace
Unit 11 - Social
Responsibility and Marketing Ethics
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