School of Management, Unit Catalogue 2009/10 |
MN20073: Marketing |
 Credits:
| 6 |
| Level:
| Intermediate |
| Period: | Semester 2 |
| Assessment:
| EX 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| |
| Description: | NB. This unit is not available to students on BSc (hons) Business Administration or BSc (hons) International Management and Modern Languages. Aims: This module examines marketing management. The module aims to develop an understanding of the role and practice of marketing as a management function and organisational philosophy. To provide practice in assessing and solving marketing problems - reflecting the belief that the most effective learning comes from making marketing decisions. To lay the foundations for students wishing to take more specialised courses in marketing. Learning Outcomes: After completing the unit, the student should be able to a) understand the principles of building brands and implementing promotion and advertising activities and b) prepare a marketing plan. Skills: Develop the ability to conceptualize marketing problems by using a series of analytical tools. Develop the ability to plan and rationalize marketing activities Develop presentation skills in the classroom. Content: The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics: * Introduction to Marketing Concepts * Segmentation * Targeting/Positioning * Marketing Planning & Writing Marketing Plans * Branding * Pricing * Marketing Strategy * Product Policy & NPD * Promotion and Advertising * Distribution Strategy * Information and Research * Revision. |