MBM1115 - Marketing

Objectives:

On successful completion of the module, students will be able to:

1 Systematically understand the developing nature of the marketing environment.
2 Critically analyse the competitive marketing situation & environment of an organization.
3 Construct supported marketing decisions based around the various elements of the marketing mix.

Content:

The module aims to provide a comprehensive insight into key areas of marketing including developments that will impact on the future of marketing activity. The areas included within this are:

Consumer behaviour (B2B, B2C, C2B, C2C)
Situational analysis (SWOT, TOWS, PESTLE,)
Competitive analysis (competitive forces, market analysis)
Pricing, promotion (marketing communications), product and distribution strategies
Creating competitive advantage (value chain)
e-marketing,
service marketing
international marketing

Learning and Teaching Information:

The module will be run as a weekly series of lectures that are supported with the use of ‘real life’ examples. The lecture content will be compounded through a series of complimentary seminars and tutorials.

Lecture
Contact hours: 10
Number of Groups: one

Tutorial
Contact hours: 10
Number of Groups: one

Assessment: