Description
As the title of the course indicates, the emphasis in this subject is on the principles – (that is, the models, theories, concepts and frameworks) rather than just the practice – of marketing.
Although attention will naturally be paid to marketing-based concepts; such as pricing, promotion, distribution and branding, the predominant theoretical insights will be drawn from several disciplines, such as management, economics and psychology.
Overall the approach will be conceptual and will better enable you to apply your learning to a broad range of marketing problems.