|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
|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.
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.