PG Coursework Unit
Level of learning
Introduces students to the concept of markets and the philosophy of marketing underpinning our contemporary business environment. Looks at aspects of marketing management: customer focus, relationship marketing, monitoring of the environment, buyer behaviour, marketing research, marketing planning, the marketing mix, and competitive strategy. Concepts are applied to products and services in a global context.
Topic 1: The concept of markets and marketing concept
Topic 2: Marketing planning
Topic 3: Information for marketing
Topic 4: Knowing your target audience
Topic 5: Segmenting, targeting and positioning
Topic 6: The marketing mix
Topic 7: Managing services and the brand
Topic 8: Integrated marketing communications
Topic 9: Creativity and presentation of ideas
Topic 10: Value networks and marketing channels
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||debate the role of markets and marketing in today's contemporary business environment|
|2||analyse buying behaviour in order to develop effective marketing communications|
|3||critically evaluate the marketing strategies of private and public organisations|
|4||design a marketing plan.|
On completion of this unit, students should be able to:
debate the role of markets and marketing in today's contemporary business environment
analyse buying behaviour in order to develop effective marketing communications
critically evaluate the marketing strategies of private and public organisations
design a marketing plan.
- Kotler, P & Keller, KL, 2015, Marketing Management, 15th Global Edn, Pearson Education. ISBN: 9781292092621.
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