Handbook

Marketing is a set of activities and processes for creating, communicating and delivering offerings and facilitating satisfying exchange relationships in a way that delivers value for consumers and society. Organisations need to know how to define and segment a market and how to position themselves strongly by identifying marketing opportunities and problems, and developing products, services, experiences and ideas for chosen target markets more effectively than their competitors. Marketing is essential for all organisations including manufacturers, wholesalers, retailers, professional services firms including lawyers, accountants and architects, and non-profit institutions including charities and museums. The subject examines the fundamental concepts underpinning the marketing process and theories relevant to the study and practice of marketing. It serves as a foundation for further studies in business by developing an overview of where marketing fits within organisations and what framework marketing provides for enhancing and enabling the conduct of a business.