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The Principles of Marketing subject is an introduction to the Marketing discipline. This subject addresses key issues in marketing such as identifying customer needs and wants, identifying target markets, examining the marketing mix and methods of conducting market research. This subject also highlights the important areas in marketing that deserve emphasis in today’s globally challenging business world. These areas include creating customer satisfaction through superior value, quality and service. This subject can be used as a foundation for those intending to major in marketing as it serves as an aid to leverage personal development in fields where one needs to produce and present a product or value proposition to stakeholders.

On completing the course, students will be able to:

1. Explain the role and concepts of marketing in organisational contexts
2. Analyze the impact of the environment on marketing decisions
3. Examine a coherent marketing plan in relation to relevant stakeholders