Marketing has been defined as an organisational function and a set of processes for creating, communicating and delivering value to customers and managing customer relationships in ways that benefit the organisation and its stakeholders.
For too long, marketing was interpreted simply as a means to sell whatever an organisation produced. As competition has increased, companies have begun to recognise the importance of marketing as part of a fully integrated strategy that aims to identify, anticipate and satisfy customer needs.
This degree in Business Studies and Marketing will focus on this shift in attitudes and the implications it has for the application of management principles and practices in various types of organisations. Your studies will combine a specialised stream of modules in marketing with a more general programme of study across a range of business and management disciplines.