|Semester 1 Credit Value:||10|
|Semester 2 Credit Value:||10|
Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory and practice of marketing. The module will provide students with insights into the issues and tasks that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to inform marketing decision making.
Essentials of Marketing (SEM 1)
- The Nature and Scope of Marketing
- Marketing Environments
- Marketing Research
- Consumer Behaviour
- Market Segmentation
- Marketing Mix
- Product Decisions
- Price Decisions
- Place Decisions
- Promotion Decisions
Essentials of Marketing (SEM 2)
- Marketing Strategy & Planning
- Service Marketing
- B2B Marketing
- International Marketing
- Digital Marketing
- Social Marketing
- Marketing Ethics
- Relationship Marketing
- Postmodern Marketing
- Case Studies
On completion of the module students will:
- understand the nature, scope and role of marketing in organisations;
- be able to identify and discuss the key issues that marketers face as they make decisions;
- be able to discuss the key concepts and theories that inform marketing decision-making; and
- examined some key marketing concepts, theories and associated issues in depth so as to be able to contribute to current debate relating to marketing strategy in local, national and international markets.
By the end of the module students should have developed their core skills as follows:
interpersonal communication (via class discussions); problem solving (via exposure to simulated and real world problems): planning and organisation(via preparation for multiple choice exam); critical analysis of theory (via challenging multiple choice questions based not only on theory but also on case studies covered in the module)
|Graduate Skills Framework Applicable:||Yes|
|Guided Independent Study||Assessment preparation and completion||1||60:00||60:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||40||1:00||40:00||N/A|
|Guided Independent Study||Directed research and reading||1||50:00||50:00||N/A|
|Guided Independent Study||Independent study||1||50:00||50:00||N/A|
Lectures convey the key principles of marketing and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.
The format of resits will be determined by the Board of Examiners
The unseen exams encourage students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.
Original Handbook text:
Note: The Module Catalogue now reflects module information relating to academic year 14/15. Please contact your School Office if you require module information for a previous academic year.
Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.