24109 Marketing and Customer Value

Description

In a changing world, organisations are increasingly called to respond to the needs and wants of customers and other external stakeholders. This subject covers the basic principles of marketing and focuses on the customer. As well as the traditional 4P’s (Product, Price, Place and Promotion), students explore a more consumer-based perspective on the marketing mix to include the 4 C’s of marketing – Consumer wants and needs, Cost, Convenience, and Communication. The subject also places a special focus on cultivating knowledge and skills related to analysing competitors, digital and non-digital communication, and developing strategies for generating customer value.