Africa Institute of Management (AIM)

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Introduction
We leave in a competitive age in which individuals and organizations continuously face market problems. Organization are faced with different dauting needs in order to maintain their existence including attracting and maintaining customers, improving their poor image.

Hardly do we find an organization that is not faced with some problems stemming from it’s relations to it’s markets. The intent of this course is to discuss the utilization of marketing principles by profit organizations – the problem, benefits, obstacles and opportunities-involved with a market orientation. Participants in this course will learn a variety of marketing concepts, techniques and strategies and their relevance to profit organization examined.

Course Objectives

By the end of this course, participants will be able to:

  • Understand the development of marketing and its changing roles within profit making organisations.

  • Identify the different types of profit organisations operating in the domestic and global environment and understand the differing needs and objectives of each.

  • Examine the nature, importance and development of relationships between profit organizations and its stake holders / publics.

  • Understand the synergy of impact achievable through modifying the marketing mix and positioning product and service offerings to meet the needs of identified target markets.