Marketing

The complexity of marketing challenges faced by the modern manager has increased significantly in recent years, as has the demand for effective and measurable solutions. The advent of digital marketing and the creation of online content by consumers and users of products and services have rendered the strategic marketing decision-making process more multifaceted and intricate. Over time, marketing has sought to both maximise customer satisfaction with the products or services offered and optimise the management of organisational resources to achieve profitability for the company and its shareholders.
While the modern digital era has made the consumer decision-making process more fragmented and complex than ever before, it has simultaneously facilitated the precise measurement of promotional effectiveness, simplified market research processes, and enhanced daily interactions with customers.
This marketing course will equip students with the knowledge and skills to examine the methods and tools utilised by contemporary managers to create value for their businesses by meeting customer needs and desires more effectively than the competition. Students will learn strategies to increase sales and expand their company’s customer base. The role of marketing within the context of the modern business environment will be explored, with a focus on product policy, promotion, distribution, and competitive pricing. Through a combination of relevant literature, classroom discussions, exercises, and case studies, students will have the opportunity to critically assess business practices and develop marketing strategies that are capable of thriving in today’s marketplace.