School of Management, Unit Catalogue 2007/08 |
MN50167 Marketing |
| Credits: 6 |
| Level: Masters |
| Semester: 1 |
| Assessment: CW 30%, EX 70% |
| Requisites: |
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Aims:
* To provide an introduction to the concepts, analyses and activities that comprises marketing management. * To develop an understanding of the role and practice of marketing as a management function and organisational philosophy. * To provide practice in assessing and solving marketing problems - reflecting the belief that the most effective learning comes from making marketing decisions. * To lay the foundations for students wishing to take more specialised courses in marketing. Learning Outcomes: After completing the unit, the student should be able to a) understand the principles of building brands and implementing promotion and advertising activities and b) prepare a marketing plan. Skills: * Develop the ability to conceptualize marketing problems by using a series of analytical tools. (T, F and A) * Develop the ability to plan and rationalize marketing activities (T and A) * Develop presentation skills in the classroom (T and F). Content: People often define marketing as advertising - a highly visible activity by which organisations try to "persuade" consumers to purchase their products and services. Marketing is more than simply advertising, it involves identifying customers needs and wants and satisfying these with the right product, at the right price, available through the right distribution channels and promoted in ways that motivate and maximise purchases. These decisions constitute the "marketing mix". Together with analysis of the external environment, customers and competitors, these compose the main activities of marketing management and are the focus of this module. |