What Will You 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.