MKT5232 - Real World Marketing

Objectives:

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

(1) prepare simple outline marketing plans;
(2) analyse a range of organisational problems and recommend appropriate marketing solutions;
(3) demonstrate a detailed knowledge of the marketing mix and its application in marketing operations;
(4) comment on the financial implications of different marketing approaches;
(5) recognise, plan and develop appropriate internal and external marketing relationships;
(6) perform case study analysis.

Content:

1) Elements of the marketing planning process.
(2) Ethical and cultural dimensions of marketing practice.
(3) Marketing operations management and co-ordination including applications of e-commerce.
(4) Financial aspects of marketing.
(5) Operational emphases in retailing, service, internal, organisational and non-profit marketing.
(6) Managing relationships with customers, suppliers and intermediaries.
(7) Case study method.

Learning and Teaching Information:

Lectures
Contact Hours: 20
Number of Groups: 1

Tutorials
Contact Hours: 20
Number of Groups: 1

Assessment: