Marketing

Overview

Marketing is a key factor in business success. On a daily basis, we are exposed to a plethora of marketing messages and actively engage in the marketplace. Often our purchasing decisions are heavily influenced by organisational marketing efforts and we ‘display’ our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world.
The focus of this module is on the theory and practice of marketing in the context of organisations. The module will provide students with insights into the issues and tasks that marketing managers face in traditional and digital marketspaces and the concepts and theories that can be used to inform marketing decisions. The range of marketing topics that will be covered in the module include the marketing environment, market segmentation and targeting, management of the marketing mix, market research and brand development. The module intends to offer a solid grounding in these fundamental mechanics, while providing opportunities to engage with practical examples and exercises in how these techniques are applied in industry.

Learning Objectives

Successful completion of the module will enable students to:
1. Understand the nature, scope and role of marketing as a business management process.
2. Examine the key marketing concepts and theories associated with marketing and value creation.
3. Identify and discuss the key issues that marketers face as they make decisions in local, national and international markets.

Skills

This module provides opportunities for students to acquire or enhance the following skills:

1. Develop critical and creative thinking skills through the assessment of strategic marketing problems and the proposal of feasible solutions.
2. Identify and synthesise relevant information/data from a variety of source.
3. Practice and improve communication of ideas in written and oral form
4. Improve team working skills and independent enquiry.
5. Organisation and time management skills.

Assessment

Students must achieve an overall mark of 40% in the module to pass