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Course description

This course will provide students with an introduction to the role of marketing, its importance in contemporary organisations and the social responsibility of marketers when influencing the attitudes and buying behaviour of the consumer. Students will be introduced to the theories of markets and marketing, consumer behaviour, applications of behavioural science, and basic marketing principles. Opportunities will be provided for application of these theories through analysis of a variety of real-world examples directed at amplifying understanding of how marketing concepts are used.

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