This unit provides a backdrop to the importance of marketing in terms of what marketing is, and how it is defined. It focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organization.
This unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customer to achieve long-term customer loyalty.
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