This course introduces you to the core of what makes businesses thrive: understanding people, creating value, and delivering it in ways that stand out in a crowded market.

Marketing is the driving force behind every successful business. In today’s fast-paced, ever-evolving global marketplace, understanding marketing isn’t just useful, it’s essential. Great marketers don’t just react to customer needs; they anticipate them. They shape strategy, drive innovation, and lead organizations toward growth.

Marketing is a core business skill - one that empowers you to create value, influence decisions, and contribute meaningfully in any role.

Autumn Semester

Course unit - Marketing Principles I

History of Marketing – Creating and Capturing Customer Value – Strategic Planning and Growth Strategies - Market Research and Competitive Market Analysis – Macro and Micro Business Environments (PESTEL) - Consumer/Business Markets and Buyer Behaviours and Decisions – Customer-driven Marketing Strategy (Segmentation, Targeting, Positioning and Differentiating) and Value Creation – Creating Competitive Advantage