School of Management, Unit Catalogue 2011/12 |
|
 Credits:
| 6 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
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 contemporary marketing principles as they apply to modern business practice. Students will learn about modern 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 contemporary marketing principles and behavioural theories and recognise their role and importance in marketing decision-making in a global context; b) Critically evaluate how changes in marketing practice inform traditional marketing models and thinking; c) Critically analyse current issues in marketing practice. 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 exercises and case-studies for the following topics: * Advances in marketing theory * The modern marketing environment * The ever changing buyer * Marketing and social media * Creativity vs. science in marketing * Emerging challenges for marketers. |
| Programme availability: |
MN50336 is a Designated Essential Unit on the following programmes:School of Management
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