Synopsis of Module
This module introduces you to marketing's role in organisations. It gives insight into why people buy and how organisations can become more successful when they focus on buyers' needs. The module uses a variety of teaching methods such as case study exercises. By the end of the semester the student should understand and be able to apply and critically evaluate a range of marketing concepts, theories and techniques. This will be demonstrated through the successful completion of a 2 hour examination.
It provides a good understanding of marketing for those interested in other careers and is the foundation for the study of marketing options in later years.
Aims of Module
The module aims to :
| 1. | Provide an introduction to the concepts, principles, theories and technique of marketing and the functions within the marketing profession and how they are applied in practice. |
| 2. | Give those students who do not wish to continue with further study of marketing, the necessary understanding of the role and importance of marketing in organisations and society. |
| 3. | Prepare students who wish to study marketing in more detail, with a foundation for further study. |
| 4. | Explore the relevance of marketing principles in various situations |
Learning Outcomes
As a result of studying this module, the student should be able to:
| 1. | Describe and explain the purpose of marketing within today's business environment. |
| 2. | Explain and apply the main principles, concepts, theories and techniques of marketing, |
| 3. | Illustrate and evaluate how marketing concepts, theories and techniques can be successfully integrated |
| 4. | Appraise the validity and reliability of 1 above when used by management. |
| 5. | Consider marketing role in the wider business context. |
Outline Syllabus
| • | The historical development of the marketing concept. Marketing vs. alternative orientations. Ethical considerations. |
| • | Functions within Marketing. Organisation of Marketing Department. Modelling Marketing's "controllable variables" e.g. the mix. |
| • | Modelling the marketing environment. |
| • | Overview of buyer behaviour, market segmentation and the target marketing process. |
| • | Marketing information, what it is, how it can be obtained, and how it is used. |
| • | The marketing view of the product. Brand image. Packaging. |
| • | The marketing approach to pricing. Basic pricing methods. |
| • | Promotional mix - advertising, personal selling, sales promotion and public relations, individually and interactively. |
| • | Channels of distribution. Alternatives available, criteria for selection and evaluation. Physical distribution management. |
Note: whilst the content is similar to many of the introductory units, this module is differentiated in that the teaching/learning strategies will reflect the high weighting of the "applied" learning outcomes.
Summative assessment
The assessment is by closed book exam (2 hours); the weighting of this assessment is 100%
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