This module is delivered as Blended Learning through a combination of face-to-face sessions, online e-learning sessions, seminars and practical work (experiential learning). Students use the models and frameworks taught to develop their own understanding and approach to solving real marketing related business problems.
The course materials, readings and activities are hosted on Moodle and via an e-learning environment.
Upon successful completion of this module students will be able to:
Define Marketing in the context of the business as an exchange process and its relationship with organisational strategy
Understand and explain the importance of marketing as a cross functional activity in the context of the organisation
Explain and demonstrate their understanding of how the organisations marketing environment impacts its ability to satisfy customer needs and wants
Identify the elements of the extended marketing mix and how they are integrated in order to meet customer needs and wants
Demonstrate their understanding of how the marketing mix is applied in a number of different business sectors and contexts
Explain the importance of understanding customers and how the Marketing Information System (MIS) is designed to achieve such understanding
Explain the internal and external relationships necessary to achieve strategic marketing objectives
Understand the importance of Customer relationship management
Understand marketing in the International context in terms of the strategies adopted by organisations to develop markets for their products outside their home country
- Introduction to Marketing
- The Marketing Environment
- Buyers and Buyer Behaviour
- Marketing Information and Research
- Segmentation & Targeting
- Product and Brand
- Advertising and Promotion
- Customer Relationship Management
- Place – Going to Market
20% of the marks are awarded weekly for engagement with the set activities and readings, 30% of the marks are awarded for a group coursework, 50% of the marks are awarded on the basis of an unseen 3-hour examination in the Summer Term.
Essentials of Marketing, Francis Brassington and Stephen Pettit, 3rd Ed. Pearson Education.