Indicative topics are:
• Marketing planning
• The market: understanding and analysing the marketing environment
• Segmentation, targeting and positioning
• Marketing research
• Understanding customers and buyer behaviour
• The organisation: marketing strategy and ethics
• The marketing mix (goods and services)
• New product development
• Marketing communications
• Pricing
• Marketing channels
• Contemporary issues in marketing
Total contact hours: 24
Private study hours: 126
Total study hours: 150
Main assessment methods
Individual Case Study/Report (3500 words) (80%)
Mid- term quiz (20%).
Reassessment methods
Reassessment Instrument: 100% coursework.
Kotler, P.T., Keller, K.L., Goodman, M., Brady, M., and Hansen, T. (2019), Marketing Management, 4th European Edition, Pearson. ISBN: 9781292248448.
Kotler, P.T., and Keller, K.L. (2016), Marketing Management, 15th European Edition, Pearson. ISBN: 9780133856460.
Ferrell, O.C. and Hartline, M. (2017), Marketing Strategy: Text and Cases, 7th Edition, Cengage. ISBN: 9781337495097.
Marshall, G. and Johnston, M. (2019), Marketing Management, 3rd Edition, McGraw Hill. ISBN: 9781259637155.
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Evaluate market opportunities and develop strategic and tactical responses;
- Critically assess and evaluate the application of marketing concepts, models and theories;
- Critically analyse the use of marketing mix tools for the purposes of marketing planning;
- Critically assess contemporary issues in marketing to formulate actionable marketing strategies.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Communicate effectively to a variety of audiences and/or using a variety of methods
- Work under their own initiative;
- Identify, critically analyse and address both academic and practical problems;
- Critically formulate a considered outline of a logical case/argument.
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