The focus of marketing is on the consumer of goods and services. Key questions you need to ask include: Who is the consumer of goods and services? What does the consumer need? What does the consumer want? A successful marketing strategy is dependent on effective market research taking the product life-cycle into account. This course covers the basics of effective market research.
The first decade of the 21st century challenged firms to prosper financially and even survive in the face of an unforgiving economic environment. Marketing is playing a key role in addressing those challenges. Good marketing is no accident, but as a result of careful planning and execution using state-of-the-art tools and techniques. In this topic, students will be exposed with the important of marketing concepts, tools, frameworks and issues. Students will also examine some of the marketing implications in creating customer value. Several perspectives on planning and how to draw up a formal marketing plan will also be explained.
Companies need to be able to cross boundaries within and outside their country. Although opportunities to enter and compete in international markets are significant, the risks can also be high. Companies selling in global industries, however, have no choice but to internationalize their operation. This chapter will allows the students to review the major decisions in expanding into global markets.
An understanding of the needs and behaviours of consumers in an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process, internal and external influences on consumer behaviour.
- Teacher: SYADWAN HANANI AHMAD