|Number of hours||45hrs|
This course situates marketing in its broader context as a link between customers and the various functions of a company and presents career opportunities. Students learn how to segment and select markets, develop an appropriate "marketing mix" (combining product, price, place and promotion) and apply marketing knowledge to better understand and serve customers. Special emphasis is placed on supporting customer service, sales and marketing research activities. Students also have an opportunity to consider ethical aspects of marketing and the challenges of working in an international context.