DBA1203 Principles of Marketing

This course aims to provide the student with a practical knowledge of marketing principles and how these principles are applied in the business environment.

Course Objectives

• To describe the definition of marketing, core marketing concepts and terminology
• To appreciate the importance of marketing
• To gain insight into the core marketing concepts and the five (5) marketing management philosophies.
• To enable students appreciate the marketing mix (4Ps) including the extended marketing mix (7Ps)
• Gain an insight into how marketing can be applied in the different kinds of businesses i.e. small, medium large enterprises and also in non-business organizations such as government bodies, religious bodies, clubs/associations in urban and in rural environments etc.
• Appreciate the need and importance of gathering information as a basis for decision making.
• Research the developments un the service sector and the contribution of marketing
• To equip students with ethical issues in marketing and the business in general.

Expected Learning Outcomes
Upon the completion of this course, the student will be able to:

• Appreciate the terminology, concepts and practices used in marketing 
• Appreciate the marketing research process and the importance of managing information flow in the organization.
• Compare and contrast a consumer market with an organizational market.
• Explain the issues involved in effectively managing products
• Describe the pricing process, strategies and importance of effectively managing price.
• Identify various types of distribution intermediaries and commonly used methods of trading.
• Explain the various elements of the promotion mix and identify advantages and disadvantages of each.