Marketing (ICM)


The aim of the Marketing Principles unit is To provide students with a foundation for the analysis of marketing within organisations including decision making processes, segmentation, the role of information and the marketing information system, the marketing mix, internal and external influences affecting strategy, competitor analysis and positioning

What Will I Learn?

  • At the end of this Unit, students will be able to:
  • Understand the marketing environment and the scope of tasks undertaken in marketing in the context of different organizational situations in which marketing is applied.
  • Understand the decision making processes within consumer and organizational buying situations explain the ways in which market segments are defined and recognise the importance of information in decisions concerning customers and markets.
  • Assess the role of the marketing mix within the context of marketing decision making.
  • Examine various marketing strategies used within different organizations and competitive situations.

Topics for this course

16 Lessons

The Concept and Process of Marketing

Customer Focus: Cost and Benefits00:00:00
Markets and Marketing00:00:00
The Marketing Process: Strategy and Planning00:00:00

Segmentation, Targeting and Positioning

The Extended Marketing Mix

Marketing Segments and Contexts

About the instructors

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50 Courses

45 students


Material Includes

  • Notes, Past Papers, Syllabus,
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