Marketing and Customer Value


In a changing world, organisations are increasingly called to respond to the needs and wants of customers and other external stakeholders. This subject covers the basic principles of marketing and focuses on the customer, which in many cases is you! As well as the traditional 4P’s (Product, Price, Place and Promotion), we explore a more consumer-based perspective on the marketing mix to include the 4 C’s of marketing – Consumer wants and needs, Cost, Convenience, and Communication. It will also place a special focus on cultivating knowledge and skills related to analysing competitors, digital and non-digital communication, and developing strategies for generating customer value.