Programme Outlines and Overviews

This course introduces you to the principles and practices of marketing and their role in shaping business and society. You will explore how organisations identify and respond to customer needs, create value, and build lasting relationships in dynamic and competitive environments. The course emphasises the importance of understanding both the organisational and societal context in which marketing decisions are made. You will examine core marketing concepts such as marketing research, segmentation, targeting, positioning, and marketing mix, and how they are integrated into a coherent marketing strategy to reach diverse consumer groups. Through discussions and practical examples, you will analyse how marketing operates across industries and contexts, and how digitalisation and sustainability influence marketing practice today. Throughout the course, you will reflect on the ethical and social dimensions of marketing and their implications for responsible business conduct. By the end of the course, you will understand how marketing strategies are developed and implemented, and you will be able to apply fundamental marketing principles to real-world business situations. The course provides a strong foundation for further studies in marketing, business strategy, and management.