On completion of this subject the students will be able to:
Marketing: managing profitable customer relations; The marketing environment; Company and marketing strategy: partnering to build customer relationships; Consumer behaviour and marketing information systems; Customer-driven marketing strategy, creating value for target customers; Product, services, and brand strategy; Pricing products; Marketing channels and supply chain; Communicating customer value; Creating competitive advantage; The global marketplace.
Kotler, P., Armstrong, G., Principles of marketing, Pearson Education, Harlow, UK, 2016.
Continuous assessment 40%
Written examination 60% (1×3 hours)
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