GENC6001 Introduction to Marketing

Marketing is one of the core disciplines of successful management today. It impacts on society every day in a myriad of ways creating new products and services, helping organisations understand what people want and need, helping people find products and services that meet their needs, communicating information that makes people's lives more efficient, creating exchanges that generate employment and wealth. But marketing also raises ethical issues about excess consumption, unhealthy obsessions and addictions, the impact we have on the environment and the communities in which we live. This course is designed to provide students with an overview of these different aspects of marketing management. Insights are provided into the way in which business, government and not-for-profit organisations manage their marketing efforts. Topics include The concept of marketing in different types of organisation How to analyse the market and segment consumers within the market Buyer decision processes, organisational markets and organisational decision processes The development of the marketing mix Products, brands and services Pricing, channels and promotion (personal selling, advertising, sales promotion and publicity) Marketing strategy within increasingly turbulent and challenging environments