Introduction to Marketing

This course will provide a basic foundation in marketing management theory and analysis. It provides the basic analytical framework from which to approach the decision-making process and issues related to the marketing function. The marketing environment will be examined from the perspective of the marketing concepts, consumer vs. industrial markets, consumer behaviour, market segmentation, marketing research and forecasting, marketing strategy and planning. Students will be assessed on the basis of assignments and exams. No prerequisites.

Commerce & Administration