| Course Aims | The module aims to:
Develop students’ understanding of the fundamental principles of marketing theory and its application and contribution to both the commercial and non-for-profit sectors
Enable students to appreciate the role of marketing within the overall business environment application and contribution to both the commercial and non-commercial sectors
Introduce students to the principal models and major specialisms within the marketing -field
Provide a framework for further study in specialised areas of marketing activity
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| Learning Outcomes | On completion of this module, students should be able to:
LO1 Understand the role of marketing in a global business environment.
LO2 Gain an understanding of key marketing theories.
LO3 Have a good understanding of the core concepts of marketing and their utility.
LO4 Recognise the contribution marketing can make to an organisation’s success.
LO5 Identify how marketing interacts and impacts with other business activities such as production, finance, R & D, etc.
LO6 Analyse business situations in marketing terms and be able to draw conclusions and make recommendations based on and supported by sound marketing principles.
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| Presentation | The module will be taught using a combination of formal lectures, problem solving and discussions, topic discussions, case discussions, mini-team work, pair-work, video-supported presentations, tutorials, supported by assignment work.
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| Reading Recommended | ARMSTRONG G and KOTLER P (2005), Marketing- an Introduction, Intl Ed., FT Prentice Hall.
BAKER M (2003), The Marketing Book, 5th Ed., Butterworth-Heinemann.
CHAFFEY D. et al. (2000), Internet Marketing, FT Prentice Hall.
CUTLIP S et al (2000), Effective Public Relations, 8th Ed., FT Prentice Hall.
DIBB S and SIMKIN L (2004), Marketing Briefs, 2nd Ed., Butterworth Heinemann.
DOYLE P (2000), Value-based Marketing, John Wiley and Sons.
DUNMORE M (2002), Inside-out Marketing (Internal Marketing), Kogan Page.
HAGUE P. et al. (2004), Marketing Research in Practice, Kogan Page.
HAIG M (2005), Brand Failures, Kogan Page.
PECK et al. (2004), Relationship Marketing, Butterworth-Heinemann.
JOBBER D ( 2003) Principles & Practice of Marketing, 3rd Ed., McGraw-Hill.
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| Weekly Schedule | Marketing – Definitions, history, scope , aims and applications
The Buyer Behaviour (B2B ,B2C ,C2B, C2C, B2E)
The Marketing planning process – internal and external factors
Understanding markets - Market size, market share, nature and segmentation
Product/Service – Anatomy, lifecycle, new product, branding, positioning
Pricing – Aims and objectives, methods and strategies
Placement – Marketing channels
Promotion – aims & objectives, advertising, sales promotion, direct marketing
Strategic Marketing – fit with corporate objectives, models / techniques
Marketing Organization and Control
E-Marketing and Personal Selling
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