Course overview
The aim of this course is to prepare students with skills and knowledge for advanced marketing studies and develop students' analytical capacity to tackle marketing problems in business practice. This course encourages students to explain and apply key theoretical marketing concepts including: Basic marketing concepts through to advanced marketing management; Understanding markets, marketing intelligence and the marketing environment; Dealing with competition - market orientation; Consumer behavior, segmentation and targeting; Products, services and branding; Pricing and promotions; Retailing and distribution; Advertising and communication.
Course learning outcomes
- Critically analyse contemporary marketing literature's perspectives on marketing management in both private and public sectors of a modern, western economy.
- Research and apply effective marketing management practices.
- Critically reflect on marketing situations and marketing decisions.
- Communicate critical analysis of marketing activities to marketing practitioners and academics.
- Design and defend a marketing approach for an organisation to extend their market position synthesising a range of marketing theories.
- As part of a group, solve marketing problems through synthesising a range of marketing theories and by gathering, collating and acting on pertinent marketing information.
- Demonstrate Business Enterprise Skills: i) Problem Solving (intermediate level); ii) Teamwork (foundation level); and iii) Oral Communication (foundation level).