Marketing is central to business success as it helps firms effectively reach and communicate with their target customers, creating the brand awareness, engagement, satisfaction and loyalty that is vital to maximise the sales of products and services. On this module you’ll learn about the role of marketing and the key marketing concepts and theories that help marketers develop effective marketing strategies and marketing mix programmes. You’ll also explore wider societal and ethical challenges that marketers face as they seek to deliver value to consumers and respond to changes in an increasingly dynamic marketing environment. This will equip you with the core knowledge needed to approach a variety of marketing problems and opportunities and add value and insight to marketing decision making.
Lecture 16, Seminar 16
Online Test (45 minutes) worth 20%.
Group Presentation (10-15 minutes) worth 20%.
Individual Report (2500 words) worth 60%.
Reassessment Method: 100% Written Assessment (Individual report - 2500 words)
On successfully completing the module, students will be able to:
Define the role of marketing in the achievement of organisational objectives.
Discuss trends and developments in the firms marketing environment and their impact on marketing activities.
Explain how key elements of marketing strategy such as segmentation, targeting, and positioning inform the development of effective marketing mix programmes.
Differentiate between commercial and societal marketing and consider how wider societal and ethical issues affect decision making.
11.
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