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Unformatted text preview: HONG KONG INSTITUTE OF TECHNOLOGY BA 104/ GE116 MARKETING Subject Presenter: Elaine Lau Room: Breezy Path Telephone: 27822433 ext.214 E-mail: [email protected] Subject description: This is an introductory subject for marketing and marketing management with a focus on the marketing of consumer goods and services. Students will be introduced to the concepts of marketing strategies, and given the opportunity to apply the theoretical aspects of the course to problems similar to those encountered in the business environment. Subject aim: The aim of this subject is to define the major elements of the marketing process and to build an understanding of the role of marketing in the social and economic environment, and as a managerial tool. Subject objectives: On completion of this subject, students should be able to: • demonstrate an understanding of the principles underlying the development of marketing strategies, especially in relation to services and consumer goods; • describe the role of the marketer, and the marketer’s contribution to the direction of the organisation...
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- Spring '11
- Marketing, Marketing Insights Prentice