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Unit Summary
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.
| On completion of this unit, students should be able to: | |
|---|---|
| 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.
Prescribed texts
- No prescribed texts.