The aim of this module is to enable the student to gain an appreciation of theory and practical application of marketing fundamentals. It uses a combination of text concepts, application processes and cases to develop students understanding of the marketing environment. In addition, the module aims to structure their thinking when analyzing a commercial situation and enable students to cover the major issues when undertaking a review of marketing activity.
Customer Importance (10%)
Review of the importance of customer orientation and the notion of marketing as a societal marketing concept delivering customer satisfaction through quality; service and satisfaction
Market Research Process (10%)
Steps in the Market research process; primary research v secondary research; technology & research.
Analysis of market (20%)
Marketing Strategies: Segmentation, targeting and positioning; evaluation of the external marketing environment.
Elements of marketing mix (50%)
Marketing Mix: product; price; place and promotion decisionsin marketing.
Marketing trends (10%)
Key trends and challenges facing marketers today.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |