Pre-requisite: Associate Level membership or above, of the
Pre-requisite: National Institute of Accountants.
The unit will highlight the need for managers to view the role of marketing as a vital upgrade managerial concern. The importance of a marketing perspective will be examined through the use of case studies in both domestic and overseas environments and also on the basis of empirical evidence. At the completion of the course students will be able to analyse the changing marketing environment, engage in creative market-oriented thinking, and be aware of the interplay between marketing and the other managerial functions of the firm. The crucial role of marketing in contributing to the success of organizations will be emphasised.