MKT 101: Elements of Marketing I

Introduction to markets and marketing; definitions; concepts; classifications of markets; marketing; value creation; origin of marketing; evolution of modern marketing; marketing relationships with other disciplines; marketing in Nigeria; marketing practice regulation; the marketing environment; critique of controllable and uncontrollable variables; the Nigerian marketing environment; characteristics and features; management functions of marketing; marketing research; target-market (customer and consumer behaviour); consumer behaviour theories; segmentation in marketing; reasons, bases, effects, contemporary global issues in marketing.