Marketing 1 Student Manual
IIE Module Guide
MRKT5111
MARKETING 1A
2014
MODULE GUIDE
First Edition: (2013)
This manual enjoys copyright under the Berne Convention. In terms of the Copyright
Act, no 98 of 1978, no part of this manual may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any other information storage and retrieval system without permission in writing from the proprietor.
The Independent Institute of Education (Pty) Ltd is registered with the Department of Higher Education and
Training as a private further and higher education and training institution under the Further Education and Training Colleges Act, 2006
(reg. no. 2009/FE07/003, prov. to 31/12/2014) and the Higher Education Act, 1997
(reg. no. 2007/HE07/002).
© The Independent Institute of Education (Pty) Ltd 2014 - Page 1 of 69
IIE Module Guide
MRKT5111
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MRKT5111
MARKETING 1A
2014
MODULE GUIDE
First Edition: (2013)
This manual enjoys copyright under the Berne Convention. In terms of the Copyright
Act, no 98 of 1978, no part of this manual may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any other information storage and retrieval system without permission in writing from the proprietor.
The Independent Institute of Education (Pty) Ltd is registered with the Department of Higher Education and
Training as a private further and higher education and training institution under the Further Education and Training Colleges Act, 2006
(reg. no. 2009/FE07/003, prov. to 31/12/2014) and the Higher Education Act, 1997
(reg. no. 2007/HE07/002).
© The Independent Institute of Education (Pty) Ltd 2014 - Page 1 of 69
IIE Module Guide
MRKT5111
DID YOU KNOW?
Student Portal
The full-service student portal provides you with access to your academic administrative information, including:
an online calendar, timetable, academic results, module content, document reviews, financial account, and so much more.
Module Guides or Manuals
When you log into the Student Portal, the Module Information page displays
“Module Purpose” and “Textbook Information” including online “Module Guides or
Manuals” for each module for which you are registered.
Supplementary Materials
For certain modules, electronic supplementary material is available to you via the
Supplementary Module Material link.
Module Discussion Forum
The “Module Discussion” Forum may be used by your lecturer to discuss with you any topics related to any supplementary materials such as ICE, etc.
To view, print, and annotate these related PDF documents, download
Adobe Reader by following the link below: www.adobe.com/products/reader.html © The Independent Institute of Education (Pty) Ltd 2014 - Page 2 of 69
Bibliography: American Marketing Association. 2012. Definition of marketing. [online]. Available at: http://www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx Cant, MC and Van Heerden, CH. 2010. Marketing management: A South African perspective Harris, M. 2012. A village called “South Africa”. Strategic Marketing, volume 4, pp.32–35. Hawkins, DI, Best, RJ and Coney, KA. 1998. Consumer behaviour: building marketing strategy Lamb, C, Hair, J, McDaniel, C, Boshoff, C and Terblanche, N. 2006. Marketing. 2nd South African edition Spencer, T. 2009. Product life cycle. [image online]. Cumming (2007) describes the bibliography as a list of all the work (published and unpublished) that a writer has read in the course of preparing a piece of writing Adapted from Neville (2007, p.7)