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Principles of Marketing
The foundational concepts every marketer needs: what marketing is, the marketing mix, market research, segmentation, targeting and positioning.
What this subject covers
The foundational concepts every marketer needs: what marketing is, the marketing mix, market research, segmentation, targeting and positioning.
Lesson topics
- What is Marketing?
- Marketing Orientations
- The Marketing Environment
- Consumer Buyer Behaviour
- Market Segmentation, Targeting and Positioning (STP)
- Product and Branding
- Pricing Strategy
- Distribution (Place)
- Promotion and Integrated Marketing Communications
- Marketing as a Strategic Function
- Marketing Research and Information Systems
- The Product Life Cycle
- New Product Development
- Packaging and Labelling
- Services Marketing and the Extended Marketing Mix
- Customer Value, Satisfaction and Loyalty
- Relationship Marketing and Customer Relationship Management (CRM)
- Brand Equity and Brand Management
- Personal Selling and Sales Management
- Business-to-Business (B2B) Marketing
- International and Global Marketing
- Marketing Ethics, Social Responsibility and Sustainability
- The Marketing Plan and Marketing Planning Process
- Marketing Metrics, Control and Competitive Analysis
CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.
Fees
Course fee
K450.00
Assessment fee
Included — no extra charge
Total amount to pay
K450.00
Save K1,200.00 by bundling
Pay K1,500.00 for all 6 subjects in Certificate of Knowledge in Marketing instead of K2,700.00 — assessment fees included, no extra payment. View the programme.
24 lesson topics · 25 assessment questions · Pass mark: 95%
Remember: you must apply for a minimum of 2 subjects in total.
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