Introduction Definitions; micro and macro marketing; the marketing concept; market opportunity analysis.Environmental Opportunities and Constraints Environmental scanning and analysis; demography, economics, science and technology, social values and beliefs, political and legal environment, competitive environment.Target Markets - Segmentation and Evaluation Strategies for market segmentation, bases for market segmentation. Target Marketing.Consumer Buying Behaviour The buying decision process; person specific, psychological and social influences on the buying decision process.Developing the Marketing Mix Detailed examination of examination of product, price, distribution and promotional strategies.This module will be delivered using a combination of lecture, tutorial and online instruction.
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