MKT4252 - Marketing Fundamentals

Objectives:

On successful completion of this module students will be able to:

(1) explain the nature of the marketing concept and its application in a range of commercial and non-commercial contexts;
(2) describe and illustrate the effective use of elements of the marketing mix including developments in the area of e-commerce;
(3) use theoretical marketing models to interpret practical marketing situations and recommend appropriate actions;
(4) analyse business opportunities using market segmentation, targeting and positioning strategies;
(5) demonstrate an understanding of the ethical implications of marketing operations in a range of situations.>br>

Content:

(1) The marketing concept contrasted with alternative business philosophies.
(2) Organisational and operational consequences of being customer-centred.
(3) Introduction to the use of marketing research.
(4) Introduction to market analysis, segmentation, targeting and positioning theory and practice.
(5) Marketing mix elements: product/service, price, promotion and place.
(6) Service and retail marketing in theory and practice.
(7) Introduction to marketing ethics.
(8) Introduction to e-commerce and other developments in technology as they impact on marketing theory.

Learning and Teaching Information:

Lectures
Contact Hours: 20
Number of Groups: 1

Seminars/Tutorials
Contact Hours: 20
Number of Groups: 6

Assessment:

001 Case study 1 x 2000 words equiv (end of sem 1) 50%
002 Unseen paper 1 x 2 hours (end of sem 2) 50%


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