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Unit Summary

Unit type

PG Coursework Unit

Credit points

12

AQF level

8

Level of learning

Intermediate

Anti-requisites

MKT00720 - Marketing

Unit aim

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.

Unit content

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

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: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
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 Creativity Lifelong learning Communication and social skills
2 analyse buying behaviour in order to develop effective marketing communications Creativity Lifelong learning Communication and social skills
3 critically evaluate the marketing strategies of organisations Creativity Lifelong learning Communication and social skills
4 design a marketing plan. Creativity Lifelong learning Communication and social skills

On completion of this unit, students should be able to:

  1. discuss the role of marketing in today's contemporary business environment
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  2. analyse buying behaviour in order to develop effective marketing communications
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  3. critically evaluate the marketing strategies of organisations
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills
  4. design a marketing plan.
    • GA2: Creativity
    • GA5: Lifelong learning
    • GA6: Communication and social skills