BMM4422 - Marketing Fundamentals

Objectives:

On successful completion of the 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

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 e-commerce and other developments in technology as they impact on marketing theory.

Learning and Teaching Information:

Lectures
Contact hours: 10
Intended Group size: 1

Tutorials / Case-study work
Contact hours: 10
Intended Group size: 3/4

Break-out sessions
Contact hours: 20

Guided independent study
Hours: 160

Additional assessment information
The weekly on line quizzes will be marked automatically by the Connect e learning platform

All students in the cohort will be provided with an access key to the Connect e learning platform (McGraw Hill). This will give them access to an e copy of the text book plus a schedule of pre-assigned e learning resources, self-study sections and assignments designed to facilitate learning.

Assessment:

001 Assessed on line quiz 30 minutes 10%
002 Assessed on line quiz 30 minutes 10%
003 Assessed on line quiz 30 minutes 10%
004 Unseen exam 1 x 2 hours 70%


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