All organisations, whether for or not-for profit, depend on marketing to understand and address the requirements of customers so as to facilitate a proactive approach to the marketplace. This module provides the students with a comprehensive grounding in the core marketing concepts, theories and principles most relevant to the student’s future development of marketing strategies and the implementation of marketing practice. The aim of this module is to develop a critical understanding and appreciation of the role that marketing can play, specifically in the organisation-customer interface and more broadly in society.
Introduction to Marketing:
Marketing defined. The marketing concept. The value creation process. Strategic marketing. Marketing planning.
Evolution of Marketing:
The origins of marketing and development to date. Marketing as a philosophy. The changing landscape of marketing. Marketing in consumer, business-to-business, service, non-profit, and international contexts.
The Marketing Environment:
Environmental scanning. Micro and macro forces. How competitive forces shape strategy.
Marketing Research:
Marketing information. Introduction to marketing research and its role in marketing. The market research process. Marketing information systems.
Customer Behaviour:
Factors impacting the consumer decision buying process. Analysing consumer behaviour online and offline. Organisational buying decision processes.
Segmentation Targeting Positioning:
Approaches to identifying target markets. Market segmentation bases. Market targeting. Defining, selecting and implementing positioning strategies.
The Marketing Mix:
The seven P’s. Product strategy, PLC, branding, packaging. Pricing concepts and strategies, influences on the pricing decision. Integrated marketing communications, managing the online and offline marketing communications mix. Marketing channels, role and patterns of distribution, role of intermediaries, physical and virtual distribution. The services marketing mix. Sales.
Marketing Planning.
The marketing planning process. Developing a marketing plan.
Digital Marketing
Search. Social. Mobile. Analytics. Cloud.
Ethical Issues in Marketing:
Marketing ethics. Marketing and society. The concept of social responsibility. Ethical decision-making processes.
The module will be delivered by way of lectures and may be supported by tutorials, seminars, guest speakers and in -class discussions or debates. Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content and to broaden their individual knowledge and understanding of the subject. Outside class contact time, the students may access material or post contributions to a dedicated online resource through the virtual learning environment.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 30 |
| Other Assessment(s) | 70 |