School of Management, Unit Catalogue 2010/11 |
MN50336: Principles of marketing |
 Credits:
| 6 |
| Level:
| Masters |
| Period: | This unit is available in... |
| Semester 1 |
| Assessment:
| CW 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| In taking this unit you cannot take MN30109 |
| Description:
| Aims: The unit aims to provide students with an understanding and critical perspectives of marketing principles. Students will learn about basic marketing concepts, practices and analytical methods of marketing and study how marketing theory differs, adapts and changes with reference to contemporary issues and the unique challenges faced by marketers today. Learning Outcomes: After completing the unit, the student should be able to: a) Understand and apply core marketing principles and behavioural theories and recognize their role and importance in marketing decision-making in a global context; b) Appreciate the differences in marketing to consumers and businesses; c) Critically evaluate the marketing models, theories and concepts commonly used in exploring and understanding marketing practice; d) Analyse contemporary issues in marketing at a sophisticated level. Skills: Critical analysis and judgement (T, F, A); Ability to apply conceptual tools (T, F, A); Presentation skills (A). Content: The course will contain a range of lectures, in-class assignments, case-studies and exercises for the following topics: * What is marketing * Strategy and environment * Consumer behaviour and business to business marketing * Creating and managing product * Services marketing * Pricing the product * Marketing communications * Retail and distribution * Digital marketing * Nonprofit marketing * Revision. |