Student Guide -- Unit 1. Introduction to Marketing Management -- Unit 2. Approaches to Environmental Monitoring in Marketing -- Unit 3. The Characteristics of Industrial, Consumer and Service Markets -- Unit 4. Market Segmentation -- Unit 5. The Marketing Mix -- Unit 6. Communication in Marketing -- Unit 7. Market Research -- Unit 8. The Nature and Role of Marketing Analysis -- Unit 9. Changing Market Structures and the Implications for Channel Relationships -- Resources
