The marketing concept -- Marketing strategy and understanding competitors -- The marketing environment -- Marketing in international markets and globalization -- Consumer buying behaviour -- Business markets and business buying behaviour -- Segmenting markets -- Targeting and positioning -- Marketing research -- Product decisions -- Branding and packaging -- Developing products and managing product portfolios -- The marketing of services -- Marketing channels -- Channel players and physical distribution -- An overview of marketing communications -- Advertising, public relations and sponsorship -- Sales management, sales promotion, direct mail, the internet and direct marketing -- Pricing -- Modifying the marketing mix for business markets, services and in international marketing -- Marketing planning and forecasting sales potential -- Implementing strategies, internal marketing relationships and measuring performance -- Responsible marketing.