Marketing is the primary engine for organizational growth and value creation. Beyond mere promotion, marketing serves as the strategic interface between an organization and its environment, identifying unmet needs and orchestrating the delivery of superior value to the market.
This module provides a comprehensive overview of the fundamental concepts, strategic theories, and practical applications of marketing within an organization. Students will examine the strategic nature and role of marketing, alongside the critical functions of marketing planning, control, and research. The curriculum explores the dynamic marketing environment, consumer behavior, and the technical frameworks of market segmentation and positioning.