|
| Module Availability |
| Autumn |
|
|
| Assessment Pattern |
|
Unit(s) of Assessment
|
Weighting Towards Module Mark (%)
|
|
Group Project
|
30
|
|
2 Hour Examination
|
70
|
|
|
|
| Module Overview |
This module is designed to provide a theoretical framework for Marketing to equip students with the ability to understand Marketing practice. |
|
|
| Prerequisites/Co-requisites |
None |
|
|
| Module Aims |
The aim of this module is to provide MSc students with a rigorous theoretical framework for analysing understanding Marketing in various contexts. Integrating theoretical concepts and models with practical application, students explore the contribution that
Marketing can make to the successful businesses. Theory and case studies are used to analyse environmental conditions; marketplace trends; market characteristics; consumer behaviour; marketing strategy; marketing planning; tactics and operations; and the growing influence of technology. |
|
|
| Learning Outcomes |
|
K/U
|
Demonstrate knowledge and understanding of the scope and character of
Marketing in the today's dynamic markets
|
|
K/U
|
Demonstrate knowledge and understanding of
Marketing strategy
|
|
K/U
|
Demonstrate knowledge and understanding of
Marketing operations and tactics
|
|
K/U
|
Demonstrate knowledge and understanding of the link between
Marketing and other corporate activities
|
|
I/C
|
Discuss and evaluate social and ethical issues relating to
Marketing
|
|
I/C
|
Accurately identify and apply relevant theory within different contexts
|
|
I/C
|
Critically evaluate various marketing approaches within a specific context
|
|
I/C
|
Critically evaluate the application of strategy within a specific context
|
|
I/C
|
Critically evaluate the application of
Marketing operations and tactics within a specific context
|
|
P/P
|
Apply decision making skills related to Marketing
|
|
P/P
|
Discuss and evaluate various marketing approaches and designs
|
|
P/P
|
Identify key drivers affecting marketing in general
|
|
T
|
Demonstrate ability to formulate and present a concise, insightful anayysis which exposes and explains issues logically and coherently
|
|
|
|
|
|
|
|
|
|
| Module Content |
-
Introduction to Marketing & the Marketing Mix
-
Understanding the Marketing Environment & Consumer Behaviour
-
Segmentation, Targeting and Positioning
-
Products and Branding
-
Pricing
-
Distribution
-
Marketing communications
-
Services and Relationship Marketing
|
|
|
| Methods of Teaching/Learning |
| The teaching and learning strategy is designed to provide a range of delivery methods in a blended way to facilitate the development of skills in the key learning areas set out above. Lectures, seminars and ULearn, the latter including a mixture of additional teaching materials, online discussions, slides, case studies and self-assessed exercises. |
|
|
| Selected Texts/Journals |
Core Text (provided by School)
Solomon et al (2009) Marketing: Real People, Real Decisions, Harlow, Prentice Hall
Recommended
Reading
Dowling, G. (ed) (2005) The Art and Science of Marketing: Marketing for Marketing Managers,
Oxford , Oxford University Press
Blythe, J. (2006) A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing, London, Sage.
Keller, K. (2007) Strategic Brand Management, New Jersey, Prentice Hall
Journals
Numerous Marketing journals are available via EBSCO and Science Direct including Journal of
Marketing; European Journal of
Marketing; Journal of
Marketing Management. Students are advised that they should read widely and it is expected that academic journal articles will be cited extensively
|
|
|
| Last Updated |
06/07/2009 |
|
