BMM4422 - Marketing Fundamentals

Objectives:

On successful completion of the module, students will be able to:
explain the nature of the marketing concept and its application in a range of commercial and non-commercial contexts;
describe and illustrate the effective use of elements of the marketing mix including developments in the area of e-commerce;
use theoretical marketing models to interpret practical marketing situations and recommend appropriate actions;
analyse business opportunities using market segmentation, targeting and positioning strategies;
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:

A mixture of 3-hour lectures and class exercises (incl. case studies) within each session ensures consolidated learning and is supported by Moodle-based activities, interactive on-line quizzes and reading.

Lectures
Hours: 10
Intended Group size: Whole cohort

Tutorials/case-study work
Hours: 10
Intended Group size: 3/4

Break-out sessions
Hours: 20
Intended Group size: 10 approx

Guided independent study
Hours: 160

Further details relating to assessment
The weekly online quizzes will be marked automatically by the Connect e-learning platform.

Other relevant matters
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 week 4 5%
002 Assessed on line quiz 30 minutes week 5 5%
003 Assessed on line quiz 30 minutes week 6 5%
004 Assessed on line quiz 30 minutes week 7 5%
005 Assessed on line quiz 30 minutes week 8 5%
006 Assessed on line quiz 30 minutes week 9 5%
007 Assessed on line quiz 30 minutes week 10 5%
008 Coursework report 2000 words end of module 65%


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