Marketing is core to the study of management. Students pursuing a career in management will require an understanding and appreciation of the principles of marketing. This module provides an introduction to the main concepts in marketing and covers the key decisions encountered in developing marketing strategy. The aim of this module is to provide learners with a grounding in marketing theory and an understanding of the elements of the marketing mix.
Introduction
Evolution of marketing thought. The Marketing Concept. The Marketing Mix.
Marketing Environment
Importance of scanning the environment.
Model of the marketing environment – macro and micro components.
Consumer Buying Behaviour
Characteristics affecting consumer behaviour
Consumer Decision Making Process
Types of buying decision behaviour
Market Segmentation
Steps in marketing segmentation, targeting and positioning
Segmentation bases.
Effective segmentation.
Evaluating segments.
Segment strategy/target market selection.
Choosing a market coverage strategy.
Product Planning
Levels of product and product classification.
Branding – nature of brands and types of brand. Brand strategy.
Product development
Product life-cycle stages and strategies.
Pricing
External and internal influences on pricing.
Pricing approaches.
Planning integrated marketing communications.
Elements in the communications process
Marketing communications mix.
Developing an integrated marketing communications strategy.
Advertising decisions, media and message
Sales Promotion, targets and techniques
Public Relations objectives and methods.
Managing Distribution Channels.
Nature of marketing channel. Functions carried out.
Innovations in channel design.
Channel management
Introduction
Evolution of marketing thought and the role of marketing in modern business. The Marketing Concept and the Marketing Mix
The Marketing Environment
Macro and micro components of the marketing environment; environmental scanning and trends.
Consumer Buying Behaviour
Characteristics affecting consumer behaviour; the Consumer Decision Making Process; Types of buying decision behaviour
Market Segmentation, Targeting and Positioning
Steps in market segmentation, targeting and positioning; Bases for Segmenting markets; Evaluating segments; target market selection; Choosing a market coverage strategy. Positioning and differentiation strategies
Product Planning
Product classification; Branding and brand strategy; Product development; Product life-cycle concept.
Pricing
External and internal influences on pricing; Pricing approaches.
Integrated marketing communications.
Elements in the communications process; Marketing communications mix; Developing an integrated marketing communications strategy.
Managing Distribution Channels
Nature and functions of marketing channel: Innovations in channel design; Channel management
Lectures will cover the main theoretical aspects of the module. Students will be assisted in self-directed learning through the provision of cases and appropriate readings.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |