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Marketing for managers

The marketing function is of utmost importance for the survival and long-term viability of the contemporary business organisation.

Marketing concentrates on concepts such as shaping consumer behaviour, conducting primary and secondary research, developing and implementing efficient marketing strategies, and serving and satisfying customers, in both domestic and international contexts.

Participants who study this module will familiarise themselves with the core marketing functions that assist them in decision-making and enhanced outcomes in the marketplace.

Topics covered

  • Capturing customer value
  • Analysing the marketing environment
  • Managing marketing information
  • Customer driven marketing strategy
  • Products, services and brands: building customer value
  • Pricing strategies
  • Marketing channels
  • Communicating customer value
  • Creating competitive advantage
  • The global marketplace

Learning outcomes

If you complete the course successfully, you should be able to:

  • Demonstrate understanding of the key concepts, theories and processes of marketing, product/service branding and marketing strategies
  • Developing a marketing plan
  • Explain and assess the trends and forces that effect the marketing landscape (including the environment)
  • Explain and evaluate decisions that firms make on individual products and services, and product mixes (including pricing strategies, promotional campaigns, distribution channels and creating customer value)
  • Critically assess the concept and sources of competitive advantage
  • Explain, analyse and appraise the various approaches/strategies companies use to enter and penetrate foreign markets
  • Critical evaluation skills of marketing in business
  • Analytical and writing skills in a time constrained setting
  • Research skills (including the ability to plan work and study independently, to design research methodologies and collect data)
  • Ability to apply reason and justification within discussion
  • Complex problem-solving skills
  • Synthesis skills and the ability to use information and knowledge efficiently and effectively
  • Information technology skills

Assessment

This module is assessed by:

  • Coursework (30% weighting):
  • There is one item of coursework for this module which contributes to the final assessment mark forthis module:
  • Coursework: a written essay of a maximum of 2,000 or 2,500 words (deadline – weeks 9-12) The coursework is designed to check student progress, extend and reinforce concepts covered and also test individual performance.
  • Examination (70% weighting):
  • The final piece of assessment will be an unseen written examination of 2 hours’ duration.

Essential reading

The following is provided as part of the course materials after you register:

  • Kotler, P.T. and Armstrong, G., Principles of Marketing, 16th edition, Pearson, 2016