Course Details

1. Understand, learn and reproduce the fundamental functions of Marketing.
2. Learn and realise how Marketing functions affect Graphic and Advertising Design area.
3. Use and apply the gained knowledge to comprehend the concepts and practices used by contemporary business organisations in a global competitive market place.
4. Examine and analyse in some depth the concepts of product, branding, packaging, labelling and service.
5. Use, apply and evaluate the acquired knowledge of product, branding, packaging, labelling and service in real world situations.

Marketing: Managing profitable customer relationships

Understanding the market place and customer needs.

Designing a customer-driven marketing strategy.

Preparing an integrated marketing plan and program.

Building customer relationships.

Capturing value form customers.

The new marketing landscape.

Designing products: Products, brands, packaging and services

What is a product?

Product classifications.

Individual product decisions.

Product line decisions.

Product mix decisions.

Services marketing.

International product and services marketing.

• Armstrong, G. and Kotler, P. ‘Principles of Marketing’, 12th Edition, Prentice Hall, USA.

• Armstrong. G., Kotler, P., Saunders, J. and Wong, V. ‘Principles of Marketing’, 2nd European Edition, Prentice Hall Europe, USA.
• Morthy, E. and Perreault, W. ‘Basic Marketing a Global Managerial Approach’, 12th Edition, McGraw- Hill, UK.
• Etzel, M., Stanton, W., and Walker, B. ‘Marketing’ 11th Edition McGraw-Hill UK.
• Jobber, B ‘Principles and Practice of Marketing’ 2nd Edition, McGrew- Hill, UK.
• Armstrong. G., Kotler, P., Saunders, J. and Wong, V. ‘Principles of Marketing’, 2nd European Edition, Prentice Hall Europe, USA.