This module introduces the learner to the broad picture of the basics of marketing concepts and practices with particular application and relevancy to the Motor Industry. Emphasis is placed on actual motor industry marketing applications in relation to advertising campaigns, marketing research, and marketing
The role, scope, job description, and qualifications of a marketing manager.
Marketing defined, marketing challenges.
Strategic planning and the marketing process.
Developing marketing strategy and the marketing mix..
New product development and product life-cycle strategies.
Consumer and business buyer behaviour.
Customer relations/loyalty.
Consumer markets and business markets.
The motoring press and public relations.
Advertising.
Analysing marketing opportunities.
Micro and Macro environments.
The effects of changes in the EU’s Block Exemption rules for the motor industry on marketing strategies.
Linkage between customer service loyalty/satisfaction and vehicle re-purchase decisions.
Marketing research and information systems.
Typical vehicle manufacturer’s distribution channels, ordering, transfer pricing, margins, VAT, VRT, and marketing policies.
The important role of marketing from new vehicle design and conception to birth and eventual sale on the marketplace.
Franchised dealer network, dealer agreements, dealer versus distributor aspirations.
On-line marketing and electronic commerce.
Development and the role of ‘selling’ in marketing.
Sales planning, long and short terms projections and targets.
The module will be delivered by way of lectures
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 70 |
| Other Assessment(s) | 30 |