get in touch

Business Collection

Principles of Marketing

This is a general introduction and foundational grounding to Marketing. It is concerned with marketing functions of an organisation and seeks to develop awareness and understanding of marketing as an integrated business activity.

In this collection you will learn the role that marketing plays in business and the impact it has on society from both a business and consumer perspective. It will also provide you with a framework for analysing marketing problems and an appreciation of the analytical tools available in developing strategic marketing responses.


Introduction to Marketing 

Marketing and its Function

The Marketing Environment 

Marketing Strategy 

Marketing Planning and the Marketing Mix 

Segmentation, Targeting and Positioning 

Sustainable Marketing, CSR and Ethics 

Consumer Behaviour and Consumption 

Brand Management 

Business to Business Marketing 

Services Marketing 

Channel Supply Chain and Retail 

Product Development and Dissemination 

Promotions, PR, Advertising and Direct Marketing 

Digital Marketing and Social Media Management 

Marketing Research and Insights 

Global Marketing Strategy