Principles of marketing/PMKT102/Course guide/Course aims
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![Icon objectives line.svg](/images/thumb/b/b6/Icon_objectives_line.svg/25px-Icon_objectives_line.svg.png)
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.
![Icon objectives line.svg](/images/thumb/b/b6/Icon_objectives_line.svg/25px-Icon_objectives_line.svg.png)
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