MANAGING CUSTOMERS AND MARKETS

Course Code

MS 2005

Credit Points

30

Course Coordinator

Mr R Williams

Pre-requisites

None.

Overview

1. Marketing Concept: Introduction to key principles underpinning the modern concept of marketing. Comparison with other organisational orientations. Identification of key marketing tasks.


2. Marketing Environment: Contextualisation of the marketing function. Impact of environmental factors on marketing activities. Relationship between the marketing organisation and its customers. Influences on consumer behaviour.


3. Marketing Mix: Introduction to the core marketing tools. Address market research, product management, managing distribution, promotion and pricing. Develop an integrated perspective on marketing.


4. Marketing in Practice: Examines examples of marketing successes and failures. Highlights the centrality of effective information management in the marketing process.

Structure

3 one-hour lectures per week and 1 one-hour tutorial every two weeks.

Assessment

1st Attempt: 1 two-hour written examination (80%); in-course assessment (20%) consisting of a (10%) group presentation; and a (10%) group report (1,000 words).

Resit: 1 two-hour written examination (100%).

Formative Assessment

This will take place through tutorial discussions and through the in-course assessment.

Feedback

Students receive written feedback on their written coursework. In-course activities for which submission is encouraged and good practice used as feedback through WebCT.

On a less formal basis, via verbal feedback during tutorial discussions, and after tutorial presentations.