The course seeks to introduce new marketing students to the world of modern marketing in an innovative, comprehensive, and practical way. It seeks to develop an innovative customer value driven and customer relationship framework that captures the essence of today’s marketing. The course focuses in creating customer value and building profitable customer relationships. This entails understanding customer needs and wants, deciding which target markets the organisation can serve best, and developing a compelling value proposition by which the organisation can win, keep, and grow targeted consumers, thereby reaping the rewards in terms of market share, profits, and customer equity. The emphasis will not only be on the “classic P’s” of marketing product, price, promotion, and place (distribution) but other aspects of marketing management that are necessary for product success.
- Lecturer: Ntando Tshuma