Introduction to Marketing

About this programme:

Marketing is a critical function in all organisations be they private or public, product or service providers and for-profit or not-for-profit organisations. Marketing is about understanding your customers and providing them with value so they remain satisfied and loyal. An entry level marketing module is necessary for the progression to more advanced marketing modules such as Strategic Marketing Management.

The purpose of this programme is to provide students with a working knowledge of the activities involved in developing marketing programmes and strategies to achieve competitive advantage. Learner attention will be focused on the value of understanding the customers of their products and services, be they in a private or public setting.

How you will benefit. You will learn to:

  • Understand the principles of marketing as they apply to all types of organisations
  • Understand the role marketing plays in these organisations
  • Effectively work in a team
  • Critically evaluate marketing situations and develop responsible solutions to problems encountered in the dynamic business environment
  • Communicate effectively with marketing managers in the business environment

Key focus areas:

  • The marketing concept
  • The marketing environment
  • Who are customers? – Consumer versus business buyer
  • Marketing research and marketing information systems
  • Marketing strategy development
  • Marketing mix decisions including product, price, place and
    promotional decisions and the Service Mix

Who should attend:

  • Anyone working in Marketing departments or who wishes to
    acquire the skills and knowledge to better equip them for a
    marketing position
  • Anyone running their own business who needs to develop their
    understanding of the role and value of marketing as a
    management discipline
  • Alternatively students may have expertise in other professions
    and may wish to broaden their skills and knowledge set by
    incorporating Marketing to improve their employability

Entrance requirements:

Matric and/or relevant industry experience


5 Days (Two block sessions)

* This programme is only available for a full cohort of a minimum of 20 delegates

Date(s) Programme Fee
Available on Request The programme fee will be determined based on the requirements
Course by:

UKZN Extended Learning