|SCU Online||Study Period 4||Study Period 4|
PG Coursework Unit
Level of learning
Introduces students to the concept and philosophy of marketing underpinning our contemporary business environment. Looks at aspects of marketing management: different markets, customer focus, relationship marketing, monitoring of the environment, buyer behaviour, marketing research, marketing planning, the marketing mix, and brand strategy. Concepts are applied to goods and services in a global context.
Topic 1: Marketing planning and the marketing concept
Topic 2: Knowing and researching your target audience
Topic 3: Segmenting, targeting, positioning and branding
Topic 4: Product strategies
Topic 5: Price decisions, value networks and marketing channels
Topic 6: Integrated marketing communications
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||discuss the role of 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 organisations|
|4||design a marketing plan.|
On completion of this unit, students should be able to:
discuss the role of marketing in today's contemporary business environment
analyse buying behaviour in order to develop effective marketing communications
critically evaluate the marketing strategies of organisations
design a marketing plan.
- This text is compulsory: Kotler, P & Keller, K, 2012, Marketing Management, 14th edn (Global), Pearson, Essex. ISBN: 13: 978-0-273-75336-0.