5282 (v.6) Marketing Management 555

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Area:	Graduate School of Business
Contact Hours:	3.0
Credits:	25.0
Lecture:	1 x 3 Hours Weekly
Provides a practical understanding of the role of marketing in the organisation, private or public, local or global. With an up to date examination of current practice and future trends for example, the impact of e-commerce and globalisation, this unit is both exciting and practical. Topics include - marketing analysis, segmentation and positioning, services marketing, pricing and financial analysis in marketing, communications, including database marketing, distribution and the role of people and processes in creating customer value. Actual development of a marketing plan is an integral part of the unit.