The purpose of this module is to provide students with: • An awareness of the role of the buyer in both consumer and business markets. • An understanding of the extended marketing mix. • An awareness of the societal and ethical dimensions of marketing activities. • An introduction to a number of sectoral marketing contexts with a specific focus on the unique characteristics of service marketing and non-profit marketing.
Consumer and Organisational Buying Behaviour
• Organisational buying behaviour• Differences between Consumer & Organisational buying behaviour• The Organisational decision-making process • Influences on the buying decision
Sectoral Marketing Contexts: service and non-profit
• The Unique Characteristics of Services • The Services Marketing Mix • Managing Service Quality • Developing and Managing Customer Relationships • Marketing in non-profit organisations• International Markets
Marketing Information and Research
• The marketing research process -Primary research
Product
• The product • Product classification • Branding • Brand types • Brand name strategies • The benefits of branding • Packaging and labelling • Stages of the product life cycle • The new product development process • Stages in the new product development process • Product Portfolio Analysis –BCG matrix
Price
• What is price? • Pricing objectives • Pricing strategies • Factors influencing pricing decisions • Managing price changes • General pricing approaches • The influence of the product life cycle on pricing decisions
Distribution
• Distribution in the marketing mix • Distribution channels • Aspects of physical distribution • Marketing intermediaries • Internet marketing • Distribution strategies • Distribution and the product life cycle • Getting products into distribution: the push-pull methods
Marketing Communications
• The marketing communication process • The communication mix • Developing a communication programme • Selecting a communication mix • Integrated marketing communications (IMC)
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |