This module aims to consolidate and expand knowledge and understanding of marketing, including new directions in marketing theories, research and practice and will include the following topics: Unit 1 - Understanding Marketing Management: Defining Marketing for the 21st Century; Marketing challenges; Developing Marketing Strategies & Plans; Gathering Information & Scanning the Environment; Analyzing Business Markets; Analyzing Consumer Markets; Identifying Market Segments & Targets; Unit 2 - Setting Product Strategy; Developing Pricing Strategies & Programs; Selecting and Managing Marketing Channels. Designing & Managing Integrated Marketing Communications; Marketing Services; Sustainability marketing.
