ENT3103 Marketing

This course introduces marketing terminologies, concepts, theories and process as applied to small firms.  The course also covers the marketing mix and key aspects in Strategic marketing, marketing information systems, research, customer care, market segmentation and new product development. There is much misunderstanding about what marketing is. Many people equate it with promotion or trying to sell that thing that people don’t really want. With high levels of business education that distinguishes is likely to change. This course sets out the foundation of marketing and distinguishes between marketing as a fundamental philosophy and marketing as set of techniques. 

Course Objectives
The aim of this course is:

• To expose the learner to the major marketing concepts
• To equip the learner with the knowledge and skills of developing an appropriate marketing mix
• To introduce the learner to the analysis of buyer-behaviour factors

Learning Outcomes
By the end of the course, students should be able to:

• Describe the evolution of modern marketing
• Explain the role and importance of marketing information
• Define customer service, product and distribution policies
• Describe the application of a pricing system and selection of a price strategy and managing the credit process
• Describe the marketing process for business, including: promotional budgeting, global strategy options, personal selling and advertising practices.