MKTG100 - Marketing: Creating and Capturing Customer Value

10 cp
Teaching Organisation 3 hours per week for twelve weeks or equivalent.

In this unit we examine the role of marketing in creating and capturing customer value within society and organisations. Students are introduced to marketing, legal and economic frameworks, and analytical tools that ensure customer focus and drive organisational performance. The role of marketing in contributing to the common good within society and stewardship of the environment through ethical practice is embedded in this unit.