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Unit Summary

Unit type

PG Coursework Unit

Credit points

12

AQF level

8

Level of learning

Intermediate

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: Product strategies
Topic 7: Managing the brand
Topic 8: Price decisions
Topic 9: Value networks and marketing channels
Topic 10: Integrated marketing communications

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

  • Kotler, P; Keller, K.L; Ang, S.H; Tan, C.T. and Leong, S.W. , 2017, Marketing Management: An Asian Perspective, 7th Edn, Pearson Education. ISBN: 9781292089584.
  • Prescribed text information is not currently available.
Prescribed texts may change in future teaching periods.