Principles of Marketing

BM 104/05 Principles of Marketing introduces the learner to the exciting world of

modern marketing, which revolves around the delivery of value to the consumers

of an organisation. You will be exposed to the underlying principles of managing

profitable consumer relationships, developing internal and external partnerships and

translating the marketing mix elements into effective marketing strategies.

In order to do so, you are required to understand the marketplace and your

consumers. This course exposes you to the processes of systematically integrating

marketing information and being responsive to your marketing environment and

provides detailed inputs on the consumer buying behaviour and business buying

behaviour.

Markets are made up of consumers who differ widely in terms of their buying

capacities, wants, lifestyles and even needs. In order to be able to satisfy your

customers well, you first need to understand the consumer segments, select the

target segment that you want to serve and position yourself in the consumer's mind

in a way that makes you a preferred provider for him. These are the inputs that this

course provides you in order to enable you to carve out your own market segments

and operate profitably. BBM 104/05 also provides a detailed exposure to all the

marketing