Principles of marketing/PMKT102/Course guide/Course aims

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Learning outcome

Upon successful completion of this micro-course, you will be able to:

Apply marketing concepts and processes to research and develop a value proposition for a product or service taking into account customer behaviour, motivation, needs and preferences for the product life cycle.



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Learning objectives

To support you in your progress towards achieving the learning outcome described above, each learning pathway in this course has its own set of learning objectives:

  • Orientation
    • Create the relevant website accounts you need to engage in the OERu learning experience
    • Test drive the technologies by completing short activities using these tools
  • Assessing customer behaviour and motivation
    • Analyse customer behaviour and the difference between needs and wants
    • Describe the customer decision-making process
    • Consider and explain the commonalities and differences of business-to-business (B2B) and business-to-consumer (B2C) marketing
  • Researching customer needs and preferences
    • Define marketing research and explain its role in marketing
    • Explain the differences between qualitative and quantitative research
    • Describe the processes and techniques of marketing research
    • Describe the use of information systems to gather marketing research and market intelligence
  • Developing a value proposition for the product life cycle
    • Define a product life cycle and its stages
    • Explain a value proposition and how it changes throughout the product life cycle, whether for business-to-business (B2B) or business-to-consumer (B2C) customers
    • Examine supply chain functions to determine their appropriateness in terms of cost, delivering value and contributing to profitability