24746 Marketing: Concepts and Applications

This subject aims to develop effective market-oriented managers. It addresses issues relevant to managers in diverse environments in which they face multicultural and digital issues driving organisational growth. The emphasis is on developing a sound understanding of the underlying logic of marketing frameworks and its interactions with other management disciplines. Upon completion, students should be able to appreciate the application of sound marketing frameworks to managerial decisions, apply analytical perspectives and decision tools, and formulate and implement marketing strategies.