Marketing
| Module Convenor: Deborah Roberts |
| Module Content: This module is designed to introduce the fundamental concepts of marketing and to help managers understand the ways in which these may be used in practice. The course examines: understanding the marketing concept; the role of marketing within business and it's contribution to business performance and enhancing stakeholder value; developing marketing strategy; segmentation, targeting and positioning; managing the marketing mix; and planning and implementation. These subjects are taught and debated in such a way as to provide participants with a more critical perspective on modern marketing by encouraging students to evaluate their broader social impact. A class debate is also included to allow students to delve into a pertinent issue within marketing and to develop evaluation and analysis skills. |
| Module Aims: This module aims to provide an overview of the nature and practice of marketing at both strategic and tactical levels. Students will be introduced to a variety of relevant conceptual frameworks and will be expected to apply these in relation to their own business experience and to a diversity of case studies. The module also aims to develop a critical perspective on modern marketing by encouraging students to evaluate the broader social impact of marketing practices. |
| Module Assessment: Individual timed (48 hours) take away exam (2,500 words) (60%); Individual assignment (2,000 words) (30%); Group Presentation (10%) |
