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Unit Summary

Unit type

PG Coursework Unit

Credit points

12

AQF level

8

Level of learning

Intermediate

Former School/College

Former School of Business and Tourism

Unit aim

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.

Unit content

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

Learning outcomes

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.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
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:

  1. debate the role of markets and marketing in today's contemporary business environment
    • GA2:
    • GA5:
    • GA6:
  2. analyse buying behaviour in order to develop effective marketing communications
    • GA2:
    • GA5:
    • GA6:
  3. critically evaluate the marketing strategies of private and public organisations
    • GA2:
    • GA5:
    • GA6:
  4. design a marketing plan.
    • GA2:
    • GA5:
    • GA6:

Prescribed texts

  • No prescribed texts.
  • Prescribed text information is not currently available.
Prescribed texts may change in future teaching periods.