Prerequisite: Nil.

As an introductory course, Marketing Fundamentals is designed to help students explore marketing as a societal, consumer and managerial process. Although the broad focus is on understanding the societal and consumer implications of marketing activities, students will also adopt a managerial perspective to consider how marketing decisions about the choice of target markets and the development of product/service, price, promotion and distribution strategies influence the evolution of the exchange process and the satisfaction of buyer needs.

3 lecture hours per week, one term.