Marketing is a management discipline concerned with exchange processes in competitive markets.
The business function of marketing seeks to identify the needs and wants of customers, determine potential target markets, design appropriate products and services, communicate this offering to customers and distribute it to the marketplace. A wider goal of marketing is to create an organisational-wide ethos that is responsive to customer needs, aware of competitive forces, and builds on core strengths of the organisation. The MCom in Marketing offers an intellectually rigorous approach, combined with practical relevance. This mirrors the character of marketing jobs which demand a mix of skills, including rigour and creativity, an ability to plan and yet remain fresh, interpersonal skills as well as good written skills, intellectual curiosity mixed with a sound business sense. As competition in the global marketplace is becoming more intense, organisations are turning to those trained in marketing to give them the competitive edge.