Course Introduction

Economic growth can only be increased and sustained if manufacturers, distributors and the service industries are able to sell and distribute their products and services profitably to the widest possible markets. Marketing is therefore an essential function, without which economic growth cannot take place. This certification designation demonstrates that you have the professional skills necessary to be an effective marketing executive. Certification announces your professional competency to your employer, clients or customers-and to your peers in the marketing profession.

Course Objectives

This course provides an introduction to all aspects of marketing, including strategic marketing planning, marketing research, product planning and development, promotion planning, distribution and pricing. It provides an understanding of the theories of the marketing mix variables, and a practical application in the context of the marketing management cycle processes of research, planning, organization, implementation and control. The latter part of the program examines the process of marketing management in different sectors of Kazakstan’s economy.

Course Goals

This course will introduce you to the principles of marketing, and, through an analysis of real-world marketing issues, will allow you to apply these concepts to address problems and opportunities facing New Zealand marketers, both domestically and internationally.
Learning Outcomes
By the end of this course it is expected that the student will be able to:

1. understand the importance in business practice of being marketing oriented;
2. describe a range of common strategies for use with each of the various marketing mix tools: product, pricing, promotion, and distribution;
3. recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation; and
4. use examples from current events and real-world marketing situations to apply, illustrate, and discuss different marketing strategies.