Programme Objectives

To provide students with a body of knowledge which will: • Enable them to understand and identify consumer needs and trends • Enable them to understand, define and segment markets • Provide an understanding of the importance of pricing and pricing strategies • Develop an understanding of channels of distribution and routes to market • Develop an understanding of the patterns of consumer behaviour • Enable them to develop and apply advertising and promotional strategies • Provide them with a qualification which will enable them to progress to higher level marketing or communications studies at a later stage in their business or academic careers.