The course is continuously adapted to keep up with modern technologies such as the Internet's impact and its advantages for marketing. A variety of modules in other areas form part of the compulsory modules or are available as optional modules.
The marketing management focal area and education is based on the following:
- Marketing theory
- Consumer behaviour
- The application of theory to various aspects of marketing, with special emphasis on retail, services, promotion, and marketing research
- The development of a management orientation in approaching marketing issues
Career possibilities in the field of marketing:
- Marketing manager
- Advertising manager
- Promotion manager
- Brand manager
- Marketing researcher
Undergraduate subjects offered in Marketing Management:
Marketing Management 214
Modern marketing dynamics
in enterprises and the community; marketing and the value creation process;
customer satisfaction through quality and service; strategic marketing
planning; analysis of the marketing environment; marketing information and
research; analysis of consumer markets and other types of markets; measurement
and forecasting of demand; market segmentation and target market selection;
product decisions; price decisions; channel decisions and place strategy;
communication decisions; direct marketing and sales promotion decisions.
Advertising and Sales Promotion 244
Advertising and the
marketing process; the consumer audience; portfolio planning and research;
functioning of advertising; advertising planning and strategy; advertising
media; media planning and buying; printed media; creative advertising; integration
of the elements of marketing communication.
Retail Management 314
Retail strategy and the
retailing mix; location decisions; merchandise decisions; price decisions;
communication decisions; consumer services and information; technology and
systems; franchise agreements.
Services Management 324
Unique characteristics of
services; nature and process of service delivery; differences between product
and service evaluations; development, communication and delivery of services;
service quality and measurement thereof; the role of service providers and the
environment of service delivery; implementation of service-marketing
Marketing Research 344
Defining of the marketing
problem; research design; exploratory research design for secondary data and
qualitative research; surveys and observations as part of descriptive research;
measurement of perceptions; questionnaire design; sampling; fieldwork and data
preparation; formulation of hypotheses and basic statistical tests.
Strategic Marketing 354
Function and application of
marketing in different organisations and conditions; enterprise and marketing
strategy; competitive marketing strategies; international
marketing strategies; the marketing system; consumer markets and buying
behaviour; institutional markets and buying behaviour; marketing planning
processes; marketing controls.
For Marketing subjects in the Honours course, please refer to the Honours Page.