MBM7512 - Marketing

Objectives:

On successful completion of the module, students will be able to:
Systematically understand the developing nature of the marketing environment;
Critically analyse the competitive marketing situation & environment of an organization;
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 sessions will be organised in mainly 2.5 hour teaching blocks. Lectures will deliver core theoretical frameworks followed by seminar discussions and workshops.

Lectures / seminars
Contact hours: 24
Intended Group size: Whole cohort

Guided independent study
Hours: 176
Intended Group size: 1

Assessment: