MANAGEMT 7104 - Marketing for Leaders

Marketing is a critical function for all businesses, and the primary mechanism through which an organisation can shape and grow revenue. All business leaders need to understand the fundamental concepts and practices of marketing. In larger firms, marketing managers are primarily responsible for ensuring customer integration and market intelligence. This course offers an overview of professional marketing thought and action, explaining fundamentals tasks and means of analyses to help leaders evaluate a company's capacity for customer orientation, market evaluation, and opportunity to target specific markets. The course also involves an exploration of buyer behaviours, the significance of market information and analytics, and the need for business leaders to integrate product and service decisions with considerations of price, distribution and promotion.