Aims: The unit aims to put marketing theory into practice by examining a number of real-world cases. Specifically, the aims of the unit are: a) to create an understanding of the stratified reality and process of marketing action, b) create awareness of the involved marketing decisions, and c) explore the criteria used to evaluate and monitor current marketing activities.
Learning Outcomes:
Competence in dealing with complex marketing situations and knowledge of process of examining real-life phenomena.
Skills:
Ability to apply conceptual tools. (T, F, A); Critical analysis and judgement (F); Creative problem-solving and implementation skills (T, A); Team-working and presentation skills (A).
Content:
This elective is designed to explore real-life cases across a broad range of marketing activities including branding, pricing, retailing, product management, segmentation and new product development. A final integrative case study will be used to bring the different elements of the course together.
| |
Fax: +44 (0) 1225 386366