Objective:
To give an overview of the Marketing Process considering current trends in the South African context. The course will stress the importance of the Marketing Concept, Target Marketing and the Marketing Mix as a means of formulating a Marketing Strategy with the view to achieving the strategic objectives of an organisation.

Course outline:
The marketing concept, the marketing environment, consumer markets and industrial markets, buyer behaviour, marketing research, the use and importance of differentiation, market segmentation and target marketing, the marketing mix, product policy, pricing policy, distribution policy, promotion policy, marketing strategy, marketing organisation and implementation, measurement and control of marketing effectiveness including the marketing audit.

DP requirements: 40% class mark and the completion of all required assignments. Attendance is compulsory for all tutorials

Assessment:
Essays, case studies, project and test: 50%
June / October examinations 2 hours: 50%

*Course content subject to change