Last modified: 31 May 2022 13:05
The course aims to provide participants with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation.
On completion of the course students will be able to:
1. Critique the key principles and concepts of marketing.
2. Evaluate the role of marketing to modern organisations in private and public sectors.
3. Understand the integration of the marketing function with other organisational functions.
4. Assess the role of identified marketing techniques
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Offshore | Sustained Study | No |
| Co-ordinators |
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This course aims to provide students with a critical understanding of the nature and articulation of the marketing function within modern organisations, and an appreciation of the relative contribution of specific marketing tools to the development of a market orientation. It will set marketing management within the overall context of strategic planning. Building on the underpinning marketing concepts, the course will develop students’ in-depth understanding of the structure and articulation of marketing within a range of diverse organisational settings, including, consumer, industrial, service and voluntary sectors. Specifically the course will encourage students to adopt a systems perspective in addressing key marketing techniques and approaches, and recognise the close inter-relationship between marketing and other management functions in modern organisations.
Information on contact teaching time is available from the course guide.
Alternative Assessment
Business Case (50%)
1,000-word Reflective Review (50%)
Alternative Resit Assessment
Resit failed element.
There are no assessments for this course.
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Factual | Remember | ILO’s for this course are available in the course guide. |
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