Principles of marketing/PMKT102/Course guide/Course aims

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.

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