"Business has only two functions – Marketing and Innovation.”  ~ Milan Kundera

This course aims to help students familiarise the basic concepts of marketing, its role in business and the strategies available to achieve its marketing objectives. It examines the origins of marketing and its development into a business philosophy in an international context. The module is essential for further marketing studies.  

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter F. Drucker