Courses

The aim of this training course is to equip students with a good knowledge of the fundamental concepts of contemporary marketing and their practical applications. Students will learn that marketing practices are not merely confined to advertising, sales and use of digital media.

The module covers a wide range of modern marketing related topics including marketing orientation, marketing environment analysis, market segmentation, targeting and positioning, marketing research, the marketing mix, and ethical issues.

This module focuses on activities involved in personal selling and managing a sales force. The topics covered will range from learning about personal selling skills to understanding the sales function, which is the primary source for generating revenue for most organisations, and appreciating the various perspectives of contemporary sales management and its process. This module also provides opportunity for students to develop the necessary qualities and skills required to become a professional salesperson or an effective sales manager.

This module introduces students to the fundamental theories and concepts of consumer behavior. Students will take the perspective of a marketer who needs to understand consumer behavior to plan, implement and evaluate effective marketing strategies. The focus will be on understanding how consumers make decisions and the factors that influence their behavior. The module examines the process of consumer decision making and includes topics such as motivation, personality, attitudes, lifestyles, culture, family and group influences.

The training course teaches students the process of devising marketing strategies to achieve organizational objectives based on a comprehensive analysis of internal and external factors and the use of appropriate strategic tools.