Marketing I

University of Cape Town

Course Description

  • Course Name

    Marketing I

  • Host University

    University of Cape Town

  • Location

    Cape Town, South Africa

  • Area of Study

    Business, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Host University Units

    18
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4 - 5
  • Overview

    Objective:
    To give an overview of the Marketing Process considering current trends in the South African context. The course will stress the importance of the Marketing Concept, Target Marketing and the Marketing Mix as a means of formulating a Marketing Strategy with the view to achieving the strategic objectives of an organisation.

    Course outline:
    The marketing concept, the marketing environment, consumer markets and industrial markets, buyer behaviour, marketing research, the use and importance of differentiation, market segmentation and target marketing, the marketing mix, product policy, pricing policy, distribution policy, promotion policy, marketing strategy, marketing organisation and implementation, measurement and control of marketing effectiveness including the marketing audit.

    DP requirements: 40% class mark and the completion of all required assignments. Attendance is compulsory for all tutorials

    Assessment:
    Essays, case studies, project and test: 50%
    June / October examinations 2 hours: 50%

Course Disclaimer

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.