Marketing Mix

After completing the module the student should be able to:


1. Explain the role of market segmentation in marketing decision making, generally, and in
developing the marketing mix.
2. Assess the role of the marketing mix within the context of marketing decision making.
3. Evaluate each of the marketing mix parameters, and assess the role of the additional mix
parameters in services offerings.
4. Apply the marketing mix in practice, both in private and non-profit sectors.