Marketing and the international consumer

Marketing is a means by which organisations create value for their stakeholders within pre-determined objectives. Marketing is widely accepted as a means for delivering greater levels of customer satisfaction, profitability, and sustainability within both a tactical and strategic framework. This unit will enable you to understand and apply concepts related to marketing environment analyses, consumer behaviour, marketing research, segmentation, target marketing, positioning, and marketing strategies. These topics will prepare graduates for the development and implementation of strategic marketing management plans for products and services of an organisation.