Summary Introduction to Marketing, International Edition - Mkt108

COURSE
GUIDE

MKT 108
INTRODUCTION TO MARKETING

Course Team C.I Okeke PhD
Mande Samaila PhD
Eunice A. Adegbola
Bilkisu Katagum
Department of Entrepreneurial Studies
Faculty of Management Sciences
National Open University of Nigeria




Dr. Thomas K. Egwuonwu PhD (Course Editor)
Department of Business Administration & Marketing
School of Management Sciences
Babcock University, Ilisan – Remo, Ogun State, Nigeria.




NATIONAL OPEN UNIVERSITY OF NIGERIA

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,MKT 108 INTRODUCTION TO MARKETING




National Open University of Nigeria
Headquarters
University Village
Plot 91, Cadastral Zone,
Nnamdi Azikiwe Expressway
Jabi, Abuja.

Lagos Office
14/16 Ahmadu Bello Way
Victoria Island
Lagos.
e-mail:
URL: www.nou.edu.ng

National Open University of Nigeria

First Printed

ISBN:

All Rights Reserved

Printed by ……………..

For
National Open University of Nigeria




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,MKT 108 MODULES



CONTENTS PAGE

Introduction.................................................................... iv
What you will Learn in this Course............................. iv
Course Aims............................................................... iv
Course Objectives....................................................... v
Course Materials......................................................... v
Study Units................................................................. v
Textbooks and References.......................................... vi
Assessment................................................................. vi
Tutor-Marked Assignment (TMA).............................. vi
Final Examination and Grading................................. vi
Course Marking Scheme............................................. vi
How to Get the Most from this Course........................ vii
Facilitators/Tutors and Tutorials.................................. viii
Summary......................................................................... ix




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, MKT 108 INTRODUCTION TO MARKETING



INTRODUCTION

This course has been structured around three distinct areas of marketing.

The course will expose you to:

 the basic concepts underlying marketing
 various ways of getting goods and services produced to the target markets and
 strategies used to serve the target markets, effectively and efficiently.

WHAT YOU WILL LEARN IN THIS COURSE

The course is made up of fifteen units, covering areas such as approaches to the study
of marketing, marketing management philosophies, marketing environment, and
functions of marketing. This course also touches areas like product classification,
buying process, channels of distribution, middlemen and marketing activities,
marketing of services/risks, promotion and consumerism.

This Course Guide is meant to provide you with necessary information about the
course, the nature of the materials you will be using and how to make the best use of
the materials towards ensuring adequate success in your programme, as well as the
practice of producers’ cooperative management. Also included in this course guide are
information on how to make use of your time and information on how to tackle the
tutor-marked assignment (TMA) questions. There will be tutorial sessions during
which your instructional facilitator will take you through your difficult areas and at
the same time have meaningful interaction with your fellow learners.

COURSE AIMS

This course aims at exposing students to the basic concepts in marketing and the role
of marketing in modern business. The aim of the course will be achieved by:

 introducing you to the origin of marketing and marketing philosophies
 classifying marketing functions
 identifying various ways of classifying products to you
 explaining the buying process to you
 helping you to appreciate the role of middlemen in modern Business
 explaining to you various means of promoting products and modes of
segmenting markets.

COURSE OBJECTIVES

On successful completion of this course, you should be able to:

 define marketing


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