BU5501 Marketing for the 21st Century

This course aims to provide a firm understanding of marketing and is designed for students who have chosen to specialise in disciplines other than business. As you may already know, a working knowledge of marketing is beneficial wherever your career takes you. We will discuss basic principles of marketing. However, the focus is on its application and how this understanding could potentially enhance your future performance in your chosen field. A hands-on approach is expected and activities have been incorporated to encourage observation and enhance analytical ability. The course will require you to analyse businesses, evaluate alternatives, collaborate with team members, lead discussions, present your analysis and propose recommendations on selected organisations.

The course will begin by discussing sustainable marketing in the global context. We continue with marketing strategy and customer value. This requires an understanding of the business environment and buyer behaviour. We then focus on the 4 P's, namely product, price, place and promotion.