A general survey of the basic marketing principles, techniques, institutions and practices, examined from the point of their effects on the exchange of processes involved in moving goods from producers to ultimate consumers, creation, analysis and maintenance of market. Key topic covered in the module are; Introduction to marketing, Evolution of marketing concept, the 4Ps of Marketing in detail: (Product, Price, Place and Promotion), the extended marketing mix, Segmentation, Targeting and Positioning.
- Teacher: Fortunate Mashoko