Marketing Management

The four Ps, the four Rs, and CRM: the traditional pillars of marketing and current trends will be dealt with in this module. You will get insight into what marketing is, the different ideas present in the field of marketing, consumer behavior, market analyses, international marketing, product development and policy, distribution

plans, old and new economy, and the role of e-business. The ultimate goal is creating a marketing plan. Lots of attention will be given to underpin and analyse market data. Everybody knows an organization must operate in a market- directed manner, but how is this translated into practice? How can you determine whether or not your organization is market-directed?