Aims

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.

Outline Of Syllabus

1. Marketing Fundamentals
2. Marketing Mix Decisions
3. Competition and Marketing
4. Marketing Applications
5. Marketing environments
6. Marketing Strategy
7. Sector Specific Marketing
8. Contemporary Issues in Marketing

Teaching Rationale And Relationship

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.

Assessment Rationale And Relationship

The examination is a closed book exam and focuses on testing students’ knowledge and understanding of principles of marketing theory and frameworks studied in semester 2 ie strategy and sectoral marketing. The format will be 1 compulsory question (50%) and 2 from 4 questions.