|Semester 2 Credit Value:||10|
|MKT1026||Essentials of Marketing - Part 1|
To provide students with a succinct introduction to the main principles of marketing strategy, including marketing in different environments. This module follows on directly from MKT1026.
Areas covered include:
What is Marketing Strategy?
The Marketing Planning Process
The Marketing Environment and conducting a marketing audit
Marketing Planning Tools
Sector specific marketing
By the end of the course students should be able to identify, discuss and critically analyse core theories and concepts associated with marketing strategy in a variety of different contexts and apply them to contemporary marketing issues.
By the end of the module students should have developed their core skills as follows:
Cognitive / Intellectual Skills - critical analysis of theory (via challenging multiple choice questions based not only on theory but also on case studies covered in module)
Self awareness/ Management – time management and independent study through accessing all material provided both off and online. problem solving (via exposure to simulated and real world problems);
Interaction – oral and interpersonal skills through the small group work
Application – developed market awareness through examples and cases
|Graduate Skills Framework Applicable:||Yes|
|Guided Independent Study||Assessment preparation and completion||1||30:00||30:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||15||1:00||15:00||N/A|
|Guided Independent Study||Directed research and reading||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||3||1:00||3:00||Seminars|
|Guided Independent Study||Independent study||1||27:00||27:00||N/A|
|MKT1002||Introduction to Marketing|
Lectures convey the key principles of marketing strategy and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting case studies and stimulating, where appropriate, in-class discussion.
The lectures will be a combination of the explanation of key principles and theory and illustrative case study examples drawn both from the essential text and other case study sources.
Small group teaching allows the opportunity for further discussion; elaboration and case study analysis.
The format of resits will be determined by the Board of Examiners
The individual assignment is appropriate for testing a wide understanding of introductory level theory.
Note: The Module Catalogue now reflects module information relating to academic year 15/16. 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.