Fundamentals of marketing

Creating value for organisations, stakeholders, consumers, and even society as a whole, is a central theme in marketing.

In this unit you will be introduced to the marketing discipline and its role within an organisation. You will gain an understanding of key frameworks, concepts, and strategies used by marketers to address specific challenges and opportunities. Throughout this unit you will learn how to apply your newly-acquired knowledge to solve a range of marketing problems.

Given the importance of marketing in contemporary society, this unit is suitable if you are seeking a career in marketing or wanting a basic understanding of the functions of marketing in an organisation.