Course overview
The aim of this course is to provide students with an understanding of marketing as the study of trading and exchange in a modern economy and acquaint them with the key activities that are involved in marketing. This course introduces students to the role and contribution of Marketing to organisations and enterprises today. Marketing and marketing people are used in, and by, most types of organisations both big and small; for example, commercial, government, educational, artistic and social. The course will cover the main concepts and principles that underlie marketing thinking and practice. It will require students to understand these and also find out how they are applied in a range of enterprises.
Course learning outcomes
- Identify the concepts and principles used in marketing management.
- Recognise and critically appraise the use of these concepts and principles by organisations.
- Explain how contemporary markets function and what influences customer and client response.
- Demonstrate the ability to find key information about markets and major organisations' marketing policies.
- Apply the concepts and principles of marketing in written and oral form.
- Demonstrate Business Enterprise Skills: i) Problem Solving (foundation level); ii) Teamwork (foundation level); iii) Written Communication (foundation level); iv) Oral Communication (foundation level); and v) International Perspective (foundation level).