This subject aims to understand how market research can be used to identify, analyse and suggest solutions to marketing problems. The purpose of this subject is to provide an in-depth introduction to the methods and issues involved in promoting products and services to markets with the focus on the marketing manager's role in planning, implementing and evaluating promotional efforts. Promotional functions covered include advertising, personal selling, sales promotion and publicity. Although developing student appreciation for the operational details and creative elements involved with creating promotions is an objective, the emphasis is placed on the strategic and managerial issues. The Internet is expected to play many important roles within a traditional marketing effort and it may also come to serve as the foundation of a firm's marketing effort.
Marketing is about anticipating and satisfying buyers' needs.
One purpose of this course is to acquaint students with the special behavioural considerations for buyers when the Internet plays a role in the firm's marketing effort.