Course overview
This course is designed to provide students with an understanding of the principles of Marketing. There will be a focus on the management of the marketing activities and how marketing relates to overall organisational functioning, including the management of exchange processes between business units and consumers and between firms. It will include topics such as environmental analysis, industry and competitor analysis, objective setting, marketing strategies and marketing mix components such as pricing, distribution, product and service development and promotion including both traditional and digital marketing communication. Additionally, the course will provide opportunities for the practical implementation of the concepts covered and the development of problem solving skills by means of face-to-face seminars and tutorials and online learning.
Course learning outcomes
- Understand the importance in business practice of being marketing oriented
- Evaluate market conditions and customers needs when forming marketing strategies
- Describe a range of common strategies for use with each of the various Marketing mix tools: product, pricing, promotion anddistribution
- Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy to address given marketing tasks or situations
- Use examples from current events and real-world marketing situations to apply, illustrate and discuss different marketing strategies