Last modified: 05 Oct 2023 08:46
The course seeks to introduce students to the principles and practice of marketing. To this end, provides an understanding of the fundamentals of marketing, marketing planning and strategy, customer value and critical marketing.
| Study Type | Undergraduate | Level | 2 |
|---|---|---|---|
| Session | First Sub Session | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Offshore | Sustained Study | No |
| Co-ordinators |
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This course examines four key dimensions - marketing concept, marketing environment, marketing mix and marketing in practice. Students will study the marketing concept and key principles underpinning the modern concept of marketing in comparison with other organisational orientations. Contextualisation of the marketing function will allow a comprehensive examination of the impact of environmental factors on marketing activities and consumer behaviour. To develop an integrated perspective of marketing, core marketing tools such as the marketing mix - product development, distribution, promotion, and pricing will be considered. Application of marketing in practice will be examined through examples of marketing success and failures, with students gaining an awareness of effective information management in the marketing process.
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 30 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Feedback provided online |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Analyse | Outline the nature of the link between marketing theory and practice |
| Conceptual | Apply | Understand the fundamentals of marketing |
| Conceptual | Evaluate | Appreciate the role of critical marketing in developing marketing thought |
| Factual | Understand | Understand how value is created |
| Procedural | Apply | Explain the process of marketing planning and strategy |
| Assessment Type | Summative | Weighting | 70 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Feedback provided online |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Factual | Understand | Understand how value is created |
| Conceptual | Evaluate | Appreciate the role of critical marketing in developing marketing thought |
| Procedural | Apply | Explain the process of marketing planning and strategy |
| Conceptual | Apply | Understand the fundamentals of marketing |
| Conceptual | Analyse | Outline the nature of the link between marketing theory and practice |
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