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Marketing is concerned with the creation, communication and delivery of value to customers with a view to create exchanges that build customer relationships and satisfy individual and organisational goals. While the tools and techniques available to organisations to market their products and services are changing rapidly, there are important underlying principles from consumer behaviour, marketing research and marketing strategy that can inform the most effective use of these tools and techniques.
This course introduces students to these core concepts and provides them with the opportunity to identify how as a marketing team they would use them to create, communicate and deliver value to customers in different settings and contexts by focusing on a real-world case.