This module aims to provide students with: • An introduction to the concepts and principles of marketing • An introduction to the role of marketing information and the market research process. • A conceptual knowledge and practical appreciation of the process of segmentation, targeting and positioning
Introduction to Marketing
• Marketing defined • The historical development of marketing • The traditional marketing mix (‘four Ps’) • The marketing environment
Segmentation, Targeting and Positioning (STP)
• The purpose of segmentation • Bases or variables for segmenting the consumer market • Bases or variables for segmenting the industrial market • Requirements for a usable segment • The advantages of market segmentation • Targeting • Positioning
Marketing Information and Research
• The importance of information to a company • The marketing information system • The marketing research process -Secondary Research
Company Analysis and Marketing Planning
• Situational analysis • Establishing strategic business units • Marketing objectives • Alternative competitive strategies • The marketing audit • The marketing and planning process • Socially responsible behaviour and managerial ethics
Consumer Buying Behaviour
• Consumer buying behaviour defined • The consumer decision-making process • Types of consumer involvement in different buying situations • Influences on the buying decision
Competitor Analysis
• Competitors • Competitive structure of an industry • Analysing competitors • Direct and indirect competitors • Assessing competitors’ strengths and weaknesses • Strategies for competitive position • Value Chain Analysis
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |